Can your advertising really buy earned impressions? The effect of brand advertising on word of mouth
Paid media expenditures could potentially increase earned media exposures such as social media posts and other word-of-mouth (WOM). However, academic research on the effect of advertising on WOM is scarce and shows mixed results. We examine the relationship between monthly Internet and TV advertisin...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer Science and Business Media, LLC
2019
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |