Firms invest significantly in advertising with the intent of influencing consumers favorably towards their goods. Along … with advertising, word of mouth also plays an important role in shaping consumer opinion about a firm's goods. In many … than positive ones). This research analyzes the impact of such word of mouth behaviors on a firm's advertising strategies …

Digital technologies lead consumers to instantaneously engage with companies online following TV advertising. As a … result, companies increasingly aim to coordinate TV advertising with consumer online behavior. This has led companies and … company ran TV advertising in one region of the country while shutting off TV advertising for the remainder of the country …