Essec\Faculty\Model\Contribution {#2216 ▼
#_index: "academ_contributions"
#_id: "12875"
#_source: array:26 [
"id" => "12875"
"slug" => "12875-drivers-of-consumers-willingness-to-answer-an-ewom-solicitation-for-a-time-limited-offer"
"yearMonth" => "2022-04"
"year" => "2022"
"title" => "Drivers of Consumers’ Willingness to Answer an eWOM Solicitation for a Time-Limited Offer"
"description" => "LACAN, C., LE NAGARD, E. et DESMET, P. (2022). Drivers of Consumers’ Willingness to Answer an eWOM Solicitation for a Time-Limited Offer. <i>Journal of Interactive Marketing</i>, 57(2), pp. 343-355. 
LACAN, C., LE NAGARD, E. et DESMET, P. (2022). Drivers of Consumers’ Willingness to Answer an eWOM S "
"authors" => array:3 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
2 => array:1 [
"name" => "LACAN Camille"
]
]
"ouvrage" => ""
"keywords" => array:4 [
0 => "solicited eWOM"
1 => "solicitation framing"
2 => "construal levels"
3 => "time-limited offer"
]
"updatedAt" => "2022-06-03 11:04:46"
"publicationUrl" => "https://doi.org/10.1177/10949968221083096"
"publicationInfo" => array:3 [
"pages" => "343-355"
"volume" => "57"
"number" => "2"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "To quickly develop awareness of time-limited offers, marketers use an increasing number of eWOM solicitations, whereby they ask their customers to spread statements to their friends and acquaintances about products or a company. Despite growing interest in this communication tool, very little is known about what makes an efficient solicitation strategy. This research examines the drivers of consumers’ willingness to generate solicited eWOM for a time-limited offer. Using an experimental framework, this research shows that the most efficient strategy for generating solicited eWOM when it is the most valuable is to solicit well before the deadline using a gain- (loss-) framing solicitation on engaged (nonengaged) individuals. To quickly develop awareness of time-limited offers, marketers use an increasing number of eWOM soli "
"en" => "To quickly develop awareness of time-limited offers, marketers use an increasing number of eWOM solicitations, whereby they ask their customers to spread statements to their friends and acquaintances about products or a company. Despite growing interest in this communication tool, very little is known about what makes an efficient solicitation strategy. This research examines the drivers of consumers’ willingness to generate solicited eWOM for a time-limited offer. Using an experimental framework, this research shows that the most efficient strategy for generating solicited eWOM when it is the most valuable is to solicit well before the deadline using a gain- (loss-) framing solicitation on engaged (nonengaged) individuals. To quickly develop awareness of time-limited offers, marketers use an increasing number of eWOM soli "
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2025-03-15T09:21:41.000Z"
"docTitle" => "Drivers of Consumers’ Willingness to Answer an eWOM Solicitation for a Time-Limited Offer"
"docSurtitle" => "Journal articles"
"authorNames" => "<a href="/cv/le-nagard-emmanuelle">LE NAGARD Emmanuelle</a>, <a href="/cv/desmet-pierre">DESMET Pierre</a>, LACAN Camille <a href="/cv/le-nagard-emmanuelle">LE NAGARD Emmanuelle</a>, <a href="/cv/desmet-pierre">DESMET Pier "
"docDescription" => "<span class="document-property-authors">LE NAGARD Emmanuelle, DESMET Pierre, LACAN Camille</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">2022</span> <span class="document-property-authors">LE NAGARD Emmanuelle, DESMET Pierre, LACAN Camille</span><br "
"keywordList" => "<a href="#">solicited eWOM</a>, <a href="#">solicitation framing</a>, <a href="#">construal levels</a>, <a href="#">time-limited offer</a> <a href="#">solicited eWOM</a>, <a href="#">solicitation framing</a>, <a href="#">construal levels</ "
"docPreview" => "<b>Drivers of Consumers’ Willingness to Answer an eWOM Solicitation for a Time-Limited Offer</b><br><span>2022-04 | Journal articles </span> <b>Drivers of Consumers’ Willingness to Answer an eWOM Solicitation for a Time-Limited Offer</b><br> "
"docType" => "research"
"publicationLink" => "<a href="https://doi.org/10.1177/10949968221083096" target="_blank">Drivers of Consumers’ Willingness to Answer an eWOM Solicitation for a Time-Limited Offer</a> <a href="https://doi.org/10.1177/10949968221083096" target="_blank">Drivers of Consumers’ Willingnes "
]
+lang: "en"
+"_type": "_doc"
+"_score": 8.962135
+"parent": null
}
