Döğerlioğlu Demir, Kıvılcım and Ergin Turut, Özge and Uysal, Ezgi Akpinar (2018) Honesty only gets you so far! the effect of two-sided content on re-purchase intentions. Bogazici Journal, 32 (1). pp. 37-53. ISSN 1300-9583 (Print) 2717-896X (Online)
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Official URL: https://dx.doi.org/10.21773/boun.32.1.3
Abstract
A classical premise in the study of advertising is that two-sided ads that provide both positive and negative information about the products enhance purchase likelihood of the sponsored brands. Through a mix of analytical models and behavioral experiments, we show that two-sided content may in fact decrease the likelihood of re-purchase. This work sheds light on using two-sided content more effectively in the long-run by taking into account both consumers' own experiences and the effect of either ads or reviews.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Multi-method; Re-purchase; Two-sided advertising; Word of mouth |
| Divisions: | Sabancı Business School |
| Depositing User: | Kıvılcım Döğerlioğlu Demir |
| Date Deposited: | 29 May 2023 14:39 |
| Last Modified: | 29 May 2023 14:40 |
| URI: | https://research.sabanciuniv.edu/id/eprint/45785 |
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