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Advertising: Stimulant or Suppressant of Online Word of Mouth?

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  • Feng, Jie
  • Papatla, Purushottam

Abstract

Word of mouth by consumers is attracting increased attention from marketing scholars because of findings that it can affect brand perceptions and sales. There is limited empirical research, however, on the stimulants of consumer word of mouth. An assumption in the literature has been that increased advertising can also stimulate consumer word of mouth and, hence, complement the effects of advertising. We present arguments for why increased advertising may be associated with reductions in online word of mouth. We empirically test this possibility on online word of mouth in the auto industry. Our results suggest that increased advertising can, indeed, be associated with reductions in online consumer word of mouth.

Suggested Citation

  • Feng, Jie & Papatla, Purushottam, 2011. "Advertising: Stimulant or Suppressant of Online Word of Mouth?," Journal of Interactive Marketing, Elsevier, vol. 25(2), pages 75-84.
    • Handle: RePEc:eee:joinma:v:25:y:2011:i:2:p:75-84
    DOI: 10.1016/j.intmar.2010.11.002
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    4. Chen, Yubo & Fay, Scott & Wang, Qi, 2011. "The Role of Marketing in Social Media: How Online Consumer Reviews Evolve," Journal of Interactive Marketing, Elsevier, vol. 25(2), pages 85-94.
    5. Mitchell J. Lovett & Renana Peres & Linli Xu, 2019. "Can your advertising really buy earned impressions? The effect of brand advertising on word of mouth," Quantitative Marketing and Economics (QME), Springer, vol. 17(3), pages 215-255, September.
    6. Moez LTIFI, 2014. "Determinants of Positive Word of Mouth in the Tunisian Tourism Sector," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 2(4), pages 107-122, April.
    7. Kostyra, Daniel S. & Reiner, Jochen & Natter, Martin & Klapper, Daniel, 2016. "Decomposing the effects of online customer reviews on brand, price, and product attributes," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 11-26.
    8. Feng, Jie & Papatla, Purushottam, 2012. "Is Online Word of Mouth Higher for New Models or Redesigns? An Investigation of the Automobile Industry," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 92-101.
    9. Olimpia Oancea & Amalia Dutu & Mihaela Diaconu & Mihaela Brinzea, 2016. "Integrated Marketing Communication Tools: Traditional vs. Modern," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 156-166, September.

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