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dc.contributor.authorPauwels, Koen Hendrik
dc.contributor.authorAkşehirli, Zeynep
dc.contributor.authorLackman, A.
dc.descriptionDue to copyright restrictions, the access to the full text of this article is only available via subscription
dc.description.abstractElectronic 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.
dc.relation.ispartofInternational Journal of Research in Marketing
dc.titleLike the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performanceen_US
dc.contributor.departmentÖzyeğin University
dc.contributor.authorID(ORCID & YÖK ID 203033) Akşehirli, Zeynep
dc.contributor.authorID(ORCID & YÖK ID 141722) Pauwels, Koen
dc.contributor.ozuauthorPauwels, Koen Hendrik
dc.contributor.ozuauthorAkşehirli, Zeynep
dc.subject.keywordsMarketing effectiveness
dc.subject.keywordsBrand versus advertising content
dc.subject.keywordsObservational learning
dc.subject.keywordsSocial media
dc.subject.keywordsTime series analysis
dc.relation.publicationcategoryArticle - International Refereed Journal - Institutional Academic Staff

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