The Direct and Reposting Effects of Advertorials on Sales

Abstract

Advertorials have been shown to influence advertising recall and brand evaluation. However, no research has examined their impact on sales. This study uses longitudinal data on durable consumer goods in China to assess the extent to which advertorials influence sales. The study finds that advertorials have dual, positive effects on firms’ sales: a direct effect through original copy and a reposting effect through online exposure.

Keywords

advertorial / advertising / reposting effect

RIGHTS & PERMISSIONS

2016 Higher Education Press and Brill