The Role of Online Word-of-Mouth in Brand Strategy Pubblico

Abstract

Online word-of-mouth (WOM) is playing an increasingly important role in the dissemination of brand information and marketing messages. In my dissertation work, I study online WOM in two broad contexts and provide insights into how online WOM can be productively incorporated into brand strategies, the media planning and buying process, and advertisement design strategies. I first investigate online WOM in multi-screen media consumption environments. Media consumption is rapidly evolving due to the rise multi-screen media activity. This changing media consumption landscape is creating new challenges for marketers who aim to understand how such multi-screen activities influence consumers' responses to marketing messages. In the first two essays, I address several of these key challenges and explore a new consumer behavior that has emerged due to media multitasking, social TV, which is the interaction of consumer social media participation and television viewing. The first essay explores the relationship between television advertising and online WOM and provides insights into how marketers, television networks, and program creators can (1) increase online WOM for their respective brands and programs through media planning and advertisement design strategies and (2) incorporate online WOM into the media planning and buying process. The second essay investigates how online viewer engagement with the program impacts online shopping behavior following television advertisements. This work address whether social shows are more beneficial to marketers and sheds light on the relationship between social TV, television advertising, and sales. I additionally explore online WOM in the context of brand publicity. Brand publicity can have a lasting impact on consumer-brand relationships and generate spillover effects to other brands. The third essay of my dissertation examines the evolution of competitive spillover effects from brand publicity using the volume and valence of social media conversations about the brand and its competitors. This work considers the dynamics of consumer generation and consumption of online WOM about brands and sheds light on how brand managers can use online WOM to assess the potential spillover effects from brand publicity.

Table of Contents

Chapter 1: Introduction ..........................................................................................1

Chapter 2: Social TV ...............................................................................................7

Introduction...........................................................................................................7

Background Literature ...........................................................................................10

Data Description ...................................................................................................16

Model Development...............................................................................................26

Results .................................................................................................................31

Conclusion ...........................................................................................................42

Chapter 3: Social TV and Sales ...............................................................................46

Introduction .........................................................................................................46

Television Program Engagement and Media Context Effects on Advertisements.........50

Data Description ...................................................................................................55

Model ..................................................................................................................63

Results .................................................................................................................67

Discussion ............................................................................................................79

Chapter 4: Assessing Collateral Damage and Construction from Brand Publicity through Social Media Conversations .............................................................................................................................82

Introduction .........................................................................................................82

Empirical Context .................................................................................................88

Model/////..............................................................................................................99

Results ................................................................................................................107

Conclusion ..........................................................................................................118

References ...........................................................................................................122

About this Dissertation

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School	Laney Graduate School
Department	Business
Degree	PhD
Submission	Dissertation
Language	English
Research Field	Business Administration, Marketing
Parola chiave	branding online word-of-mouth marketing advertising
Committee Chair / Thesis Advisor	Schweidel, David A, Emory University
Committee Members	Martin, Gregory, Emory University Moe, Wendy, University of Maryland Lewis, Michael , Emory University

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