Examining the Awareness and Persuasive Effects of Online WOM
نویسندگان
چکیده
This study addresses a growing trend in how consumers obtain and use information prior to making their online purchasing decisions. Specifically, the authors investigate the relationship between online word-ofmouth (WOM, i.e., customer reviews and ratings) and sales (as measured by Amazon “ranks”) for different product categories. Using data collected from Amazon, the authors find that online WOM metrics and social media impact consumer purchase decisions through awareness and persuasion. From a managerial standpoint, these findings suggest that businesses should use ratings, reviews, and social media to build awareness about their products and influence purchase decisions. Future research in online WOM and sales outcomes for product categories should control for advertising and product heterogeneity within categories, as well as incorporate social media metrics, review text, and review length. Examining the Awareness and Persuasive Effects of Online WOM
منابع مشابه
NET Institute*
Social broadcasting networks like Twitter in the U.S. and “Weibo” in China are transforming the way online word-of-mouth is disseminated and consumed in our society. We investigate whether and how Twitter WOM affects movie sales using publicly available Twitter data and common text mining algorithms. We find that more Twitter WOM messages always leads to more movie sales, however, the magnitude...
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ورودعنوان ژورنال:
- IJOM
دوره 5 شماره
صفحات -
تاریخ انتشار 2015