TY - JOUR
T1 - The Mind-Set to Share
T2 - An Exploration of Antecedents of Narrowcasting Versus Broadcasting in Digital Advertising
AU - Ju, Ilyoung
AU - He, Yi
AU - Chen, Qimei
AU - He, Wei
AU - Shen, Bin
AU - Sar, Sela
N1 - Funding Information:
This study was supported by the Fundamental Research Funds for the Central Universities (ZYGX2016J236).
Publisher Copyright:
Copyright © 2017, American Academy of Advertising.
PY - 2017/10/2
Y1 - 2017/10/2
N2 - Word-of-mouth (WOM) marketing has recently attracted a great deal of attention from marketers, especially since the emergence of social media. Three field experiments demonstrate the effects of consumer mind-set (i.e., competition versus collaboration) on narrowcasting and broadcasting intentions and actual behaviors. The results show that a collaborative mind-set promotes narrowcasting, whereas a competitive mind-set encourages broadcasting. Further, self-affirmation moderates the relationship between consumer mind-set and broadcasting. Our findings provide important insights into investment prioritization and resource allocation when managing WOM campaigns.
AB - Word-of-mouth (WOM) marketing has recently attracted a great deal of attention from marketers, especially since the emergence of social media. Three field experiments demonstrate the effects of consumer mind-set (i.e., competition versus collaboration) on narrowcasting and broadcasting intentions and actual behaviors. The results show that a collaborative mind-set promotes narrowcasting, whereas a competitive mind-set encourages broadcasting. Further, self-affirmation moderates the relationship between consumer mind-set and broadcasting. Our findings provide important insights into investment prioritization and resource allocation when managing WOM campaigns.
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U2 - 10.1080/00913367.2017.1392912
DO - 10.1080/00913367.2017.1392912
M3 - Article
AN - SCOPUS:85033669979
SN - 0091-3367
VL - 46
SP - 473
EP - 486
JO - Journal of Advertising
JF - Journal of Advertising
IS - 4
ER -