Segmenting customers according to online word-of-mouth about hotels

Using Online Conversations to Study Word-of-Mouth Communication

M are very interested in word-of-mouth communication because they believe that a product’s success is related to the word of mouth that it generates. However, there are at least three significant challenges associated with measuring word of mouth. First, how does one gather the data? Because the information is exchanged in private conversations, direct observation traditionally has been difficu...

segmenting online customers based on their lifetime value and rfm model by data mining techniques

nowadays, marketing managers are more concerned with identifying and understanding customer behavior in the online space. since the customers in online space are not visible, it is much essential to have more information about them to provide better services. customer segmentation is one way to improve the customer problems in an online space. identifying characteristics of customers and optima...

The Effect of Word of Mouth on Sales : Online

Effect of Word of Mouth on Sales: Online Book Reviews”

The creation of online consumer communities to provide product reviews and advice has been touted as an important, albeit somewhat expensive component of Internet retail strategies. In this paper, we characterize reviewer behavior at two popular Internet sites and examine the effect of consumer reviews on firms' sales. We use publicly available data from the two leading online booksellers, Amaz...

Online Word of Mouth and Product Review Disagreement

S tudies of online word of mouth have frequently posited—but never systematically conceptualized and explored—that the level of disagreement between existing product reviews can impact the volume and the valence of future reviews. In this study we develop a theoretical framework of disagreement in online WOM and test our predictions in a dataset of nearly 300,000 online reviews for 425 movies o...