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

Author

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  • Pauwels, Koen
  • Aksehirli, Zeynep
  • Lackman, Andrew

Abstract

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?

Suggested Citation

  • Pauwels, Koen & Aksehirli, Zeynep & Lackman, Andrew, 2016. "Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 639-655.
    • Handle: RePEc:eee:ijrema:v:33:y:2016:i:3:p:639-655
    DOI: 10.1016/j.ijresmar.2016.01.005
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