The Mind-Set to Share: An Exploration of Antecedents of Narrowcasting Versus Broadcasting in Digital Advertising

Ilyoung Ju, Yi He, Qimei Chen, Wei He, Bin Shen, Sela Sar

Research output: Contribution to journalArticlepeer-review

Abstract

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.

Original languageEnglish (US)
Pages (from-to)473-486
Number of pages14
JournalJournal of Advertising
Volume46
Issue number4
DOIs
StatePublished - Oct 2 2017

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing

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