The DOI matches its Crossref record; 4 of the 4 references it cites were found in a registry or an index.
Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness
Abstract
ABSTRACT In this article the authors demonstrate how a customer lifetime value approach can provide a better assessment of advertising effectiveness that takes into account postpurchase behaviors such as word-of-mouth. Although for many advertisers word-of-mouth is viewed as an alternative to advertising, the authors show that it is possible to quantify the way in which word-of-mouth often complements and extends the effects of advertising. The authors provide a simple approach to the measurement of postpurchase word-of-mouth sales effects and demonstrate how firms may be underestimating advertising effectiveness by ignoring such effects. Their approach illustrates how customer lifetime value models can provide an important tool to assess the long-term effects of advertising campaigns.
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Citations
Cites
Return on Marketing: Using Customer Equity to Focus Marketing Strategy
Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004) · Journal of Marketing · doi:10.1509/jmkg.68.1.109.24030 · Cited by 2,151
Self-citationA Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy
Venkatesan, R., & Kumar, V. (2004) · Journal of Marketing · doi:10.1509/jmkg.68.4.106.42728 · Cited by 948
Gupta, S., Lehmann, D. R., & Stuart, J. A. (2004) · Journal of Marketing Research · doi:10.1509/jmkr.41.1.7.25084 · Cited by 849
Customer lifetime value research in marketing: A review and future directions
Jain, D., & Singh, S. S. (2002) · Journal of Interactive Marketing · doi:10.1002/dir.10032 · Cited by 583
Cited by
Undervalued or overvalued customers: Capturing total customer engagement value
Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010) · Journal of Service Research · doi:10.1177/1094670510375602 · Cited by 1,382
Creating Enduring Customer Value
Kumar, V., & Reinartz, W. (2016) · Journal of Marketing · doi:10.1509/jm.15.0414 · Cited by 829
Customer-to-Customer Interactions: Broadening the Scope of Word of Mouth Research
Libai, B., Bolton, R., Bügel, M. S., de Ruyter, K., Götz, O., Risselada, H., & Stephen, A. T. (2010) · Journal of Service Research · doi:10.1177/1094670510375600 · Cited by 608
Self-citationHung, K. H., & Li, S. Y. (2007) · Journal of Advertising Research · doi:10.2501/s002184990707050x · Cited by 408
Lee, K. (2010) · Journal of International Consumer Marketing · doi:10.1080/08961530.2011.524575 · Cited by 295
Metadata
- Authors
- Hogan, J. E., Lemon, K. N., & Libai, B.
- Venue
- Journal of Advertising Research
- Publisher
- Informa UK Limited
- Published
- 2004-09
- Volume
- 44
- Issue
- 3
- Pages
- 271-280
- ISSN
- 0021-8499 (ISSN-L)
- 1740-1909
- OpenAlex
- W1980213092
- Cited by
- 228
- References
- 4
- FWCI
- 21.47
- Type
- journal article
- Language
- en
- Open access
- closed
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- CoChat. (2026). Citation check: Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness. https://app.cochat.ai/papers/10.1017/s0021849904040243
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- Hogan, J. E., Lemon, K. N., & Libai, B. (2004). Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness. Journal of Advertising Research. https://doi.org/10.1017/s0021849904040243
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
