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This study aims to explore the interdependent impacts of online word-of-mouth (WOM) and online ads on digital product adoptions, as well as their dynamic changes throughout the product life cycle.

This study adopted an empirical approach by using a unique data set of five mobile games launched between 2012 and 2014 provided by Renren Games Ltd. in China.

The results indicated that advertising generally has a positive impact on WOM. During the product life cycle, the influence on volume and variance gradually decreases, whereas the impact on valence increases over time. WOM (including WOM volume and WOM valence) and advertising both have positive impacts on game adoptions. They complement each other to shape adoptions throughout the product life cycle: advertising is more effective in encouraging adoptions in the early and later stages of the demand evolution process, whereas WOM has a greater impact on adoptions in the mid-stage.

This study provided detailed managerial recommendations on how to effectively integrate different types of marketing communication and optimize the investment strategy of online ads and online WOM in different stages of the product life cycle.

First, the study enriched the theory of digital marketing communication by studying the relationship between mass media (online ads), interpersonal media (online WOM) and product adoptions in the network context. Second, it provided an empirical basis for the inference of the dynamic development of media effect in the new product diffusion theory. Third, the results will be helpful to end the debate in current theoretical literature on whether there is a complementary or alternative relationship between the two effects. Last but not least, it enriched research on the antecedents and dynamic effects of online WOM.

The purpose of this paper is to study the corrosion process by examining the deterioration of X80 steel exposed to a real petroleum sample containing condensed hydrocarbon plus oilfield-produced water, which were subjected to stimulated emulsions in flowing media at 50°C.

The impedance and polarization spectra were used to assess the aggressiveness of the petroleum sample and tried to find a washing process using condensed hydrocarbon with deionized water. Mössbauer technique was used to identify the phases in precipitated ions obtained during an oven-drying procedure of the oilfield produced water.

The emulsion, chloride, sulphur compounds, heavy metals and the use of a double hydrodynamic system were the most important factors affecting the corrosion of X80 steel. The corrosion rate of this steel increased when oilfield-produced water was stimulated by a double hydrodynamic system (4.56 mm/year). It was determined to be 7.66 mm/year and 4.01 mm/year when steel was exposed to a stimulated emulsion using the petroleum sample and condensed hydrocarbon with deionized water at 24 h, respectively, suggesting that a significant process of hydrocarbon washing could occur and a more corrosive solution was highlighted. Mössbauer results showed that the ions precipitates included the following phases at Wt.%: magnetite (20.0), greigeite (22.8), siderite (3.2), pyrite (2.9), marcasite (26.7) and mackinawite (24.4).

A stimulated hydrocarbon/water emulsions with a more homogeneous solution containing high concentrations of saline compounds and heavy metals were used to simulate the susceptibility to corrosion on the internal pipeline steels exposed to any type of immiscible liquids such as condensed hydrocarbon, or crude oil, containing water. A practical application of the presented research could provide a novel framework for understanding the internal corrosion in pipelines from the simulation of washed hydrocarbons after the stimulated emulsions that can be found in the field. Because more susceptibility to corrosion for pipeline steels would be expected at the end of the transportation of the fluid. It is possible to investigate the possible corrosion mechanisms by using a dried oilfield-produced water sample interacting with the pipeline steels.