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Honesty only gets you so far! The effect of two-sided content on re-purchase intentions

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dc.contributor.coauthorDöğerlioğu Demir, Kıvılcım
dc.contributor.coauthorTurut, Özge
dc.contributor.departmentGraduate School of Business
dc.contributor.facultymemberYes
dc.contributor.kuauthorUysal, Ezgi Akpınar
dc.contributor.schoolcollegeinstituteGRADUATE SCHOOL OF BUSINESS
dc.date.accessioned2024-11-09T23:28:28Z
dc.date.issued2018
dc.description.abstractA 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.
dc.description.fulltextNo
dc.description.harvestedfromManual
dc.description.indexedbyScopus
dc.description.indexedbyTR Dizin
dc.description.openaccessYES
dc.description.peerreviewstatusN/A
dc.description.publisherscopeNational
dc.description.readpublishN/A
dc.description.sponsoredbyTubitakEuN/A
dc.description.studentonlypublicationNo
dc.description.studentpublicationNo
dc.description.versionN/A
dc.identifier.doi10.21773/boun.32.1.3
dc.identifier.eissn2717-896X
dc.identifier.embargoN/A
dc.identifier.endpage53
dc.identifier.issue1
dc.identifier.scopus2-s2.0-85049023038
dc.identifier.startpage37
dc.identifier.urihttps://doi.org/10.21773/boun.32.1.3
dc.identifier.urihttps://hdl.handle.net/20.500.14288/11883
dc.identifier.volume32
dc.keywordsTwo-sided advertising
dc.keywordsWord of mouth
dc.keywordsRe-purchase
dc.keywordsMulti-method
dc.language.isoeng
dc.publisherBoğaziçi University, Faculty of Economics and Administrative Sciences
dc.publisherBoğaziçi Üniversitesi, İktisadi ve İdari Bilimler Fakültesitr
dc.relation.affiliationKoç University
dc.relation.collectionKoç University Institutional Repository
dc.relation.ispartofBoğaziçi Journal: Review of Social, Economic and Administrative Studies
dc.relation.openaccessN/A
dc.rightsN/A
dc.subjectMarketing
dc.subjectConsumer behavior
dc.subjectAdvertising
dc.titleHonesty only gets you so far! The effect of two-sided content on re-purchase intentions
dc.typeReview
dspace.entity.typePublication
local.contributor.kuauthorUysal, Ezgi Akpınar
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relation.isOrgUnitOfPublication.latestForDiscovery66c315a1-2b3d-40d3-89e4-aab9ae3b313b
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