The Role of Advertising in Word of Mouth

The baby boomer market maven in the United Kingdom: an experienced diffuser of marketplace information

“…It is now recognised that advertising and word-of-mouth are interrelated and complementary (Graham & Havlena, 2007;Keller & Fay, 2009;Vázquez-Casielles, Suárez-Álvarez, & Del Río-Lanza, 2013). The finding that boomer mavens hold more favourable attitudes towards advertising than their non-maven counterparts (H9) is a novel one.…”

Optimal double control problem for a PDE model of goodwill dynamics

“…Since eWOM recommendations are closely connected with the product quality, which is assumed to be constant in the decision making horizon, R(e) is time homogeneous. On the other hand, usually the quality of the product can only be recognised after some amount of time spent using the product, see Godes and Mayzlin (2004), therefore, R(e), is heterogeneous with respect to usage experience e. Defensive marketing efforts u(t, e) influence not only the level of goodwill G(t, e) but also the strength of eWOM recommendations in segment e by reminding consumers of the reasons for a positive judgement of the product, and thus encouraging them to share their opinion about the product with potential consumers (Keller 2009). …”

Publicity and advertising: what matter most for sales?

“…In some instances, particularly in B2C contexts, advertising may itself trigger some publicity (Harris, 1991) and WOM volume. Keller and Fay (2009) suggest that up to 22 per cent of on-or offline WOM may be directly related to conversations about advertising. Not only can advertising help trigger WOM, but they suggest that the impact of WOM does not come at the expense of advertising's unique role.…”