Location, Location, Location: the Relative Roles of Virtual Location, Online Word-Of-Mouth (Ewom) and Advertising in the New-Product Adoption Process

Fiona Sussan, Baruch College
Stephen Gould, Baruch College
Suri Weisfeld-Spolter, Baruch College

Location, Location, Location: The Relative Roles of Virtual Location, Online Word-of-Mouth (eWOM) and Advertising in the New-Product Adoption Process

 

Fiona Sussan, George Mason University

Stephen Gould, Baruch College

Suri Weisfeld-Spolter, Baruch College

 

Abstract

This paper investigates the differential effects of different virtual locations’ hosting of advertising and online word-of-mouth messages (eWOM) on the persuasion process to adopt a new product. We hypothesize that positive word-of-mouth has an additive effect on advertising only when it is in a 3rd-party sponsored independent website, but not in a firm-sponsored website. The results of an experiment support the predictions that website location interacts with the word-of-mouth effect in consumers involvement and likelihood to adopt a new product, in this case a new movie DVD.
[ to cite ]:
Fiona Sussan, Stephen Gould, and Suri Weisfeld-Spolter (2006) ,"Location, Location, Location: the Relative Roles of Virtual Location, Online Word-Of-Mouth (Ewom) and Advertising in the New-Product Adoption Process", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 649-650.