Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance

Name: Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance
Author: Pauwels, Koen Hendrik, Akşehirli, Zeynep, Lackman, A.

İsim	Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance
Yazar	Pauwels, Koen Hendrik, Akşehirli, Zeynep, Lackman, A.
Basım Tarihi:	2016-09
Basım Yeri	- Elsevier
Konu	Marketing effectiveness, Word-of-mouth, Brand versus advertising content, Observational learning, Social media, Time series analysis
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	0167-8116
Kayıt Numarası	d65dfa34-1020-443d-8398-fa3542186f6e
Lokasyon	Business Administration
Tarih	2016-09
Notlar	Due to copyright restrictions, the access to the full text of this article is only available via subscription
Örnek Metin	Electronic word-of-mouth (eWOM) is often tracked in volume and valence metrics, but the topic of conversation may vary from the brand to its advertising to purchase statements. How do these different topics affect company performance? And which specific marketing communication (online, TV, radio, print) obtains most of its performance impact by stimulating eWOM topics? This paper quantifies the dynamic interactions among marketing, eWOM content, search, and online and offline store traffic for an apparel retailer. While it yields a similar online store traffic lift, advertising-related eWOM yields only half the offline store traffic lift of brand-related eWOM and of neutral eWOM about purchasing at the retailer. Paid search shows the highest elasticity in stimulating online conversations, but drives less business than offline marketing actions. While TV is the main paid driver of online store traffic, print is the main paid driver of offline store traffic for the studied retailer. Over a third of the offline store traffic effects materialize indirectly through eWOM and organic search. To avoid undercounting the benefits of paid marketing, managers should therefore track how their actions induce specific eWOM content metrics and how much these in turn drive performance.
DOI	10.1016/j.ijresmar.2016.01.005

Kaynağa git Özyeğin Üniversitesi

Aramaya Dön

Özyeğin Üniversitesi

Kaynağa git

Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance

Yazar Pauwels, Koen Hendrik, Akşehirli, Zeynep, Lackman, A.

Basım Tarihi 2016-09

Basım Yeri - Elsevier

Konu Marketing effectiveness, Word-of-mouth, Brand versus advertising content, Observational learning, Social media, Time series analysis

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 0167-8116

Kayıt Numarası d65dfa34-1020-443d-8398-fa3542186f6e

Lokasyon Business Administration

Tarih 2016-09

Notlar Due to copyright restrictions, the access to the full text of this article is only available via subscription

Örnek Metin Electronic word-of-mouth (eWOM) is often tracked in volume and valence metrics, but the topic of conversation may vary from the brand to its advertising to purchase statements. How do these different topics affect company performance? And which specific marketing communication (online, TV, radio, print) obtains most of its performance impact by stimulating eWOM topics? This paper quantifies the dynamic interactions among marketing, eWOM content, search, and online and offline store traffic for an apparel retailer. While it yields a similar online store traffic lift, advertising-related eWOM yields only half the offline store traffic lift of brand-related eWOM and of neutral eWOM about purchasing at the retailer. Paid search shows the highest elasticity in stimulating online conversations, but drives less business than offline marketing actions. While TV is the main paid driver of online store traffic, print is the main paid driver of offline store traffic for the studied retailer. Over a third of the offline store traffic effects materialize indirectly through eWOM and organic search. To avoid undercounting the benefits of paid marketing, managers should therefore track how their actions induce specific eWOM content metrics and how much these in turn drive performance.

DOI 10.1016/j.ijresmar.2016.01.005