How Measuring Consumer Conversations Can Reveal Advertising Performance

Fay, Brad; Keller, Ed; Larkin, Rick

doi:10.2501/jar-2019-043

Cited by 4 publications

(2 citation statements)

References 13 publications

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“…Recognizing that advertising communications can spark online WOM, some researchers study advertising as an antecedent of WOM (Thorbjørnsen et al, 2015;Joshi and Musalem, 2020), or examine their joint effect on product adoption (Bruce et al, 2012). Notably, these studies explore postrelease WOM communications, but advertising has also been found to shape early opinions (Fay et al, 2019).…”

Section: Online Wom Communication and Product Adoptionmentioning

confidence: 99%

Information consistency as response to pre-launch advertising communications: The case of YouTube trailers

Kampani

Nicolaides²

2023

Front. Commun.

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IntroductionPre-launch advertising communications are critical for the early adoption of experiential products. Often, companies release a variety of advertising messages for the same product, which results in a lack of information consistency. Research on the effect of advertising communications with different message content is scarce. Further, most studies on information consistency rely on experimental methods, leaving the actual effect of consumer response on product adoption unknown.MethodsTreating online comments to movie trailers as consumer response to advertising communication, we propose a natural language processing methodology to measure information consistency. We validate our measurement through an online experiment and test it on 1.3 million YouTube comments.ResultsOur empirical results provide evidence that information consistency driven by trailer-viewing is a key driver of opening box office success.DiscussionInsights deriving from this study are important to marketing communications research, especially in contexts where early product adoption is critical.

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Section: Online Wom Communication and Product Adoptionmentioning

confidence: 99%

Information consistency as response to pre-launch advertising communications: The case of YouTube trailers

Kampani

Nicolaides²

2023

Front. Commun.

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“…Another study showed that conversations on Twitter, Facebook, blogs, forums, and consumer review sites positively affect sales [10]. Research in the field of social media marketing content has proven the role of content in shaping brand experience and consumer engagement [11][12][13][14][15][16][17].…”

Section: Introductionmentioning

confidence: 99%

Proposing a Model to Link Content-Type, Emotion, and Consumer Engagement Behavior

Martini,

Hurriyati,

Sultan

et al. 2023

Advances in Economics, Business and Management Research

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This study proposed a conceptual model that predicts the role of emotion as a variable mediating the relationship between content type and consumer engagement behavior on social media. Research that has investigated the results of research on content types with consumer engagement behavior, especially in social media, has been significantly developed nowadays. However, only a few studies have been conducted to assess the mediating impact of emotions on content type and consumer behavior. This study uses the basic Stimulus Organism Response (SOR) theory to conceptualize and operationalize the research construct. This conceptual model is new in the social media literature that examines the relationship between consumer engagement, emotion, and content type simultaneously. This model also predicts engagement behavior mediated by social media users' emotions after consuming brand-generated content.

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When does online review matter to consumers? The effect of product quality information cues

Kim

2020

Electron Commer Res

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How Measuring Consumer Conversations Can Reveal Advertising Performance

Cited by 4 publications

References 13 publications

Information consistency as response to pre-launch advertising communications: The case of YouTube trailers

Information consistency as response to pre-launch advertising communications: The case of YouTube trailers

Proposing a Model to Link Content-Type, Emotion, and Consumer Engagement Behavior

When does online review matter to consumers? The effect of product quality information cues

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