Advertising: Stimulant or Suppressant of Online Word of Mouth?



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Jie Fenga, and Purushottam Papatlab, ,

a Economics & Business Divsion, SUNY Oneonta, 224 Netzer Administration Building, Oneonta, NY 13820, USA
b School of Business Administration, University of Wisconsin–Milwaukee 3202 N. Maryland Avenue, Milwaukee, WI 53211, USA

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Journal of Interactive Marketing
Volume 25, Issue 2, May 2011, Pages 75-84


http://www.sciencedirect.com/science/article/pii/S1094996810000733