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Does online word-of-mouth icrease demand? (And how?) : evidence from a natural experiment

Seiler, Stephan; Yao, Song; Wang, Wenbo - 2017 - This draft: March 23, 2017

We leverage a temporary block of the Chinese microblogging platform Sina Weibo due to political events, to estimate the … more post-show microblogging activity increases demand, whereas comments posted prior to the show airing do not affect … viewership. These patterns are inconsistent with informative or persuasive advertising effects and suggest complementarity …

Persistent link: https://www.econbiz.de/10011862382

The squeaky wheel gets the grease : an empirical analysis of customer voice and firm intervention on Twitter

Ma, Liye; Sun, Baohong; Kekre, Sunder - In: Marketing science : the marketing journal of the … 34 (2015) 5, pp. 627-645

Persistent link: https://www.econbiz.de/10011372817

Does Twitter matter? : the impact of microblogging word of mouth on consumers' adoption of new movies

Hennig-Thurau, Thorsten; Wiertz, Caroline; Feldhaus, Fabian - In: Journal of the Academy of Marketing Science 43 (2015) 3, pp. 375-394

Persistent link: https://www.econbiz.de/10011287121

Viral advertising : message quality, trust and consumers intention to share the content in social media

Tsekouropoulos, Georgios - In: International journal of technology marketing : IJTMkt 13 (2019) 2, pp. 111-124

Persistent link: https://www.econbiz.de/10012140188

If a picture is worth 1000 words, how much is a video worth : the influence of ad format on ticket purchasers' ad clicks

Stewart, Kristin; Dalakas, Vassilis; Eells, Danielle - In: Journal of promotion management : innovations in … 30 (2024) 3, pp. 416-443

Persistent link: https://www.econbiz.de/10014513559

How digital word-of-mouth affects consumer decision making : evidence from doctor appointment booking

Shukla, Aishwarya Deep; Gao, Guodong; Agarwal, Ritu - In: Management science : journal of the Institute for … 67 (2021) 3, pp. 1546-1568

Persistent link: https://www.econbiz.de/10012506006

Double blades : does a sharing platform benefit from integration to a popular OTA platform?

Li, Chunhong; Deng, Lingfei; Law, Chun Hung Roberts - In: Journal of travel and tourism marketing 40 (2023) 1, pp. 1-20

Persistent link: https://www.econbiz.de/10014285173

Predicting user response behaviour towards social media advertising and e-WoM antecedents

Rana, Meghna; Arora, Nilesh - In: Review of marketing science 20 (2022) 1, pp. 83-112

Persistent link: https://www.econbiz.de/10013447851

Influence or advertise: the role of social learning in influencer marketing

Berman, Ron; Ory, Aniko; Zheng, Xudong - 2023

Persistent link: https://www.econbiz.de/10014317632

The complementary role of advertising and electronic word-of-mouth for blockbusters and low-budget motion pictures

Armelini, Guillermo; González, Jorge; Villanueva, Julian - In: International journal of internet marketing and … 13 (2019) 1, pp. 1-21

Persistent link: https://www.econbiz.de/10012105493

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