The recent growth of consumer-generated media (CGM), also known as “new” media, has
changed the interaction between consumers and firms from being unidirectional to being
bidirectional. However, CGM are almost always accompanied by traditional media (such as
TV advertising). This research addresses the critical question of whether new and traditional
media reinforce or damage one another's effectiveness. This question is important because
traditional media, in which a manufacturer creates and delivers content to consumers …