Correction to: Can your advertising really buy earned impressions? The effect of brand advertising on word of mouth (Quantitative Marketing and Economics, (2019), 17, 3, (215-255), 10.1007/s11129-019-09211-9)

Mitchell J. Lovett, Renana Peres, Linli Xu

Research output: Contribution to journalComment/debatepeer-review

Abstract

The table below should replace Table 1. The related text in section 3.3 needs also be corrected and should read: Table 1 presents category specific information about the advertising, media mentions, and WOM mentions data. This table communicates the large variation across categories in the use of the different types of advertising and in the number of media mentions. Looking across all brands, the highest spender on TV ads is AT&T, the highest spender on Internet display ads is TD AmeriTrade, and the brand with the highest number of news mentions is Facebook. The average number of total mentions for a brand in the sample is 15.8 (equivalent to 36 million mentions in the population), the brand with the highest total WOM is Coca Cola, and the brand with the highest online WOM is Facebook. In Web Appendix 1, we present time series plots for four representative brands as well as descriptive statistics and correlations for the data. (Table presented.).

Original languageEnglish (US)
Pages (from-to)469-471
Number of pages3
JournalQuantitative Marketing and Economics
Volume18
Issue number4
DOIs
StatePublished - Dec 1 2020

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