Investigating the Relationship Between the Content of Online Word of Mouth, Advertising, and Brand Performance

We study the relative importance of online word of mouth and advertising on firm performance over time since product introduction. The current research separates the volume of consumer-generated online word of mouth (OWOM) from its valence, which has three dimensions—attribute, emotion, and recommendation oriented. Firm-initiated advertising content is also classified as attribute or emotion advertising. We also shed light on the role played by...