Competitive spillover elasticities of electronic word of mouth: an application to the soft drink industry

Electronic word of mouth (eWOM), especially on online platforms such as Twitter, is a topic of interest for many C-suite executives. Yet little is understood about competitive spillover effects in eWOM, especially among mature brands in fast-moving consumer goods (FMCG) markets. In this article we a...

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Bibliographic Details
Published in:Journal of the Academy of Marketing Science 2020-03, Vol.48 (2), p.270-287
Main Authors: Sanchez, Joaquin, Abril, Carmen, Haenlein, Michael
Format: Article
Language:English
Subjects:
Analysis
Business and Management
Externalities (Economics)
Marketing
Marketing mixes
Original Empirical Research
Social networks
Social Sciences
Soft drink industry
Technology application
User generated content
Word of mouth advertising
Word of mouth marketing
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