Investigating the relationship between the content of online word of mouth, advertising, and brand performance

Marketing Science

Volumn 33, Issue 2, 2014, Pages 241-258

  Gopinath, Shyam ^a   Thomas, Jacquelyn S ^b   Krishnamurthi, Lakshman ^c  

^a UNIVERSITY OF UTAH   (United States)

^b SOUTHERN METHODIST UNIVERSITY   (United States)

^c NORTHWESTERN UNIVERSITY   (United States)

Author keywords

Advertising; Attributes; Dynamic hierarchical model; Emotions; Endogeneity; Online word of mouth; Recommendations

Indexed keywords

EID: 84897830899     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.2013.0820     Document Type: Article

References (54)

1. Ataman MB, Mela CF, van Heerde HJ (2008) Building brands. Marketing Sci. 27(6):1036-1054.
2. Ataman MB, Van Heerde HJ, Mela CF (2010) The long-term effect of marketing strategy on brand sales. J. Marketing Res. 47(5): 866-882.
3. BabyCenter (2009) Talk to mom study. Report, BabyCenter, San Francisco.
4. Bass FM (1969) A new product growth model for consumer durables. Management Sci. 15(5):215-227.
5. Bass FM, Leone RP (1983) Temporal aggregation, the data interval bias, and empirical estimation of bimonthly relations from annual data. Management Sci. 29(1):1-11.
6. Bass FM, Krishnan TV, Jain DC (1994) Why the Bass model fits without decision variables. Marketing Sci. 13(3):203-223.
7. Bass FM, Bruce N, Majumdar S, Murthi BPS (2007) Wearout effects of different advertising themes: A dynamic Bayesian model of the advertising-sales relationship. Marketing Sci. 26(2):179-195.
8. Bruce NI, Foutz NZ, Kolsarici C (2012) Dynamic effectiveness of advertising and word of mouth in sequential distribution of new products. J. Marketing Res. 49(4):469-486.
9. Calantone R, Sawyer AG (1978) The stability of benefit segments. J. Marketing Res. 15(3):395-404.
10. Campbell JY, Mankiw NG (1987) Are output fluctuations transitory? Quart. J. Econom. 102(4):857-880.
11. Carpenter G, Glazer R, Nakamoto K (1994) Meaningful brands from meaningless differentiation: The dependence on irrelevant attributes. J. Marketing Res. 31(3):339-350.
12. Carter CK, Kohn R (1994) On Gibbs sampling for state space models. Biometrika 81(3):541-553.
13. Chevalier JA, Mayzlin D (2006) The effect of word of mouth on sales: Online book reviews. J. Marketing Res. 43(3):345-354.
14. Chintagunta PK, Gopinath S, Venkataraman S (2010) The effects of online user reviews on movie box office performance: Accounting for sequential rollout and aggregation across local markets. Marketing Sci. 29(5):944-957.
15. Clarke DG (1976) Econometric measurement of the duration of advertising effect on sales. J. Marketing Res. 13(4):345-357.
16. Cohen JB, Pham MT, Andrade EB (2008) The nature and role of affect in consumer behavior. Haugtvedt CP, Herr PM, Kardes FR, eds. Handbook of Consumer Psychology (Psychology Press, New York), 297-348.
17. Duan W, Gu B, Whinston AB (2008) The dynamics of online wordof-mouth and product sales-an empirical investigation of the movie industry. J. Retailing 84(2):233-242.
18. Frey LR, Botan CH, Kreps GL (2000) Investigating Communication: An Introduction to Research Methods (Allyn & Bacon, New York).
19. Fruhwirth-Schnatter S (1994) Data augmentation and dynamic linear models. J. Time Ser. Anal. 15(2):183-202.
20. Gelfand AE, Smith AFM (1990) Sample-based approaches to calculating marginal densities. J. Amer. Statist. Assoc. 85(410): 398-409.
21. Godes D, Mayzlin D (2004) Using online conversations to study word-of-mouth communication. Marketing Sci. 23(4):545-560.
22. Greifeneder R, Bless H, Pham MT (2011) When do people rely on affective and cognitive feelings in judgment? A review. Personality Soc. Psych. Rev. 15(2):107-141.
23. Gottlieb J (2010) Assisting customers through social media. Social ROI (blog), January 17, http://www.roiresearch.com/ blog/post/2011/01/17/Assisting-Customers-Through-Social-Media.aspx.
24. Hitchon J, Thorson E, Zhao X (1988) Advertising repetition as a component of the viewing environment: Impact of emotional executions on commercial reception. Working paper, University of Wisconsin-Madison, Madison.
25. Horsky D, Simon LS (1983) Advertising and the diffusion of new products. Management Sci. 1(2):1-17.
26. Jack Morton (2007) Driving word of mouth advocacy among business executives. White Paper 9, Jack Morton, Boston. http://www.jackmorton.com/pdf/07mktgsurvey.pdf.
27. Kardes FR (2005) The psychology of advertising. Brock TC, Green MC, eds. Persuasion2 Psychological Insights and Perspectives (Sage, Thousand Oaks, CA), 281-303.
28. Krippendorff K (1980) Content Analysis2 An Introduction to Its Methodology (Sage, Newbury Park, CA).
29. Landim F, Gamerman D (2000) Dynamic hierarchical models: An extension to matrix-variate observations. Comput. Statist. Data Anal. 35(1):11-42.
30. Leone RP (1995) Generalizing what is known about temporal aggregation and advertising carryover. Marketing Sci. 14(3, Supplement):G141-G150.
31. Liu Y (2006) Word of mouth for movies: Its dynamics and impact on box office revenue. J. Marketing 70(3):74-89.
32. Luo X (2007) Consumer negative voice and firm-idiosyncratic stock returns. J. Marketing 71(3):75-88.
33. Luo X (2009) Quantifying the long-term impact of negative word of mouth on cash flows and stock prices. Marketing Sci. 28(1): 148-165.
34. MacInnis DJ, Rao AG, Weiss AM (2002) Assessing when increased media weight of real-world advertisements helps sales. J. Marketing Res. 39(4):391-407.
35. Mahajan V, Muller E, Bass FM (1995) Diffusion of new products: Empirical generalizations and managerial uses. Marketing Sci. 14(3, Supplement):G79-G88.
36. Moe W, Trusov M (2011) Measuring the value of social dynamics in online product ratings forums. J. Marketing Res. 48(3):444-456.
37. Montgomery AL (1997) Creating micro-marketing pricing strategies using supermarket scanner data. Marketing Sci. 16(4):315-337.
38. Montgomery AL, Rossi PE (1999) Estimating price elasticities with theory-based priors. J. Marketing Res. 36(4):413-423.
39. Naik PA, Mantrala MK, Sawyer AG (1998) Planning media schedules in the presence of dynamic advertising quality. Marketing Sci. 17(3):214-235.
40. Neelamegham R, Chintagunta PK (2004) Modeling and forecasting the sales of technology products. Quant. Marketing Econom. 2(3):195-232.
41. Nielsen (2009) Global advertising consumers trust real friends and virtual strangers the most. Newswire (blog), July 7, http:// www.nielsen.com/us/en/newswire/2009/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most.html.
42. Nielsen (2012) How connectivity influences global shopping. Newswire (blog), August 28, http://www.nielsen.com/us/en/ newswire/2012/how-connectivity-influences-global-shopping.html.
43. Nunnally JC (1978) Psychometric Theory, 2nd ed. (McGraw-Hill, New York).
44. Onishi H, Manchanda P (2012) Marketing activity, blogging and sales. Internat. J. Res. Marketing 29(3):221-234.
45. Rogers EM (1983) Diffusion of Innovations, 3rd ed. (Free Press, New York).
46. Sethuraman R, Tellis GJ, Briesch RA (2011) How well does advertising work? Generalizations from meta-analysis of brand advertising elasticities. J. Marketing Res. 48(3):457-471.
47. Shin HS, Hanssens DM, Gajula B (2008) The impact of positive vs. negative online buzz on retail prices. Working paper, Anderson School of Management, University of California, Los Angeles.
48. Shiv B, Fedorikhin A (1999) Heart and mind in conflict: Interplay of affect and cognition in consumer decision making. J. Consumer Res. 26(3):278-282.
49. Stauss B (1997) Global word of mouth. Service bashing on the Internet is a thorny issue. Marketing Management 6(3):28-30.
50. Trusov M, Bucklin RE, Pauwels K (2009) Effects of word-of-mouth versus traditional marketing: Findings from an Internet social networking site. J. Marketing 73(5):90-102.
51. Vakratsas D, Ambler T (1999) How advertising works: What do we really know? J. Marketing 63(1):26-43.
52. Van Heerde H, Mela C, Manchanda P (2004) The dynamic effect of innovation on market structure. J. Marketing Res. 41(2):166-183.
53. Villanueva J, Yoo S, Hanssens DM (2008) The impact of marketinginduced vs. word-of-mouth customer acquisition on customer equity. J. Marketing Res. 45(1):48-59.
54. West M, Harrison J (1997) Bayesian Forecasting and Dynamic Models (Springer-Verlang, New York).