The Direct and Reposting Effects of Advertorials on Sales

Xia Wang, Chunling Yu, Lily C. Dong

PDF(304 KB)
PDF(304 KB)
Front. Bus. Res. China ›› 2016, Vol. 10 ›› Issue (3) : 451-469. DOI: 10.3868/s070-005-016-0016-4
Orginal Article

The Direct and Reposting Effects of Advertorials on Sales

Author information +
History +

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

Cite this article

Download citation ▾
Xia Wang, Chunling Yu, Lily C. Dong. The Direct and Reposting Effects of Advertorials on Sales. Front. Bus. Res. China, 2016, 10(3): 451‒469 https://doi.org/10.3868/s070-005-016-0016-4

RIGHTS & PERMISSIONS

2016 Higher Education Press and Brill
PDF(304 KB)

Accesses

Citations

Detail

Sections
Recommended

/