Do Pepsi Drinkers Talk about Sleepwalker? The Effects of Self-Presentation and Conformity in Competing Word-of-Mouth

33rd International Conference on Information Systems, Orlando, FL, 2012

10 Pages Posted: 18 Oct 2012 Last revised: 10 Dec 2012

See all articles by Qing Chen

Qing Chen

National University of Singapore (NUS) - School of Computing

Tuan Q. Phan

National University of Singapore (NUS)

Khim Yong Goh

National University of Singapore (NUS)

Date Written: September 10, 2012

Abstract

While advertisers increase spending on marketing campaigns, little is known about its effectiveness for the firm and for its competitors. In this study, we explore consumer responses to TV advertising of the 2010 Superbowl show. We investigate how peer exposure to brands affects word-of-mouth generation for the brand and its competitors using a unique datasets with 1.3 million users’ activities during 72 days in a social network site. We find that users with more friends on SNS have a higher tendency to generate WOM about TV commercials. Second, peer exposure of a brand has a negative relationship with users’ tendency to generate WOM about both the same brand and competing brands. Particularly, one additional friend’s mention would decrease WOM probability of the brand by 0.3% and that of its competitor by 0.1%. Our work provides novel insights on the diffusion of WOM and practical implications for social media marketing.

Keywords: word-of-mouth, WOM, social networks, superbowl, advertising

JEL Classification: C23, M30, M37

Suggested Citation

Chen, Qing and Phan, Tuan Q. and Goh, Khim Yong, Do Pepsi Drinkers Talk about Sleepwalker? The Effects of Self-Presentation and Conformity in Competing Word-of-Mouth (September 10, 2012). 33rd International Conference on Information Systems, Orlando, FL, 2012, Available at SSRN: https://ssrn.com/abstract=2163314 or http://dx.doi.org/10.2139/ssrn.2163314

Qing Chen

National University of Singapore (NUS) - School of Computing ( email )

3 Science Drive 2
Singapore 117543
Singapore

Tuan Q. Phan (Contact Author)

National University of Singapore (NUS) ( email )

1E Kent Ridge Road
NUHS Tower Block Level 7
119228

HOME PAGE: http://www.tuanqphan.us

Khim Yong Goh

National University of Singapore (NUS) ( email )

15 Computing Drive
Singapore, 117418
Singapore
65-65162832 (Phone)
65-67791610 (Fax)

HOME PAGE: http://www.comp.nus.edu.sg/~gohky

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