As compared to the traditional advertising, the word-of-mouth (WOM) communications have striking advantages such as significantly lower cost and rapid delivery; this is especially the case with the popularity of online social networks. This paper addresses the issue of maximizing the overall profit of a WOM marketing campaign. A marketing process with both positive and negative WOM is modeled a...

With the broad reach of the Internet, online users frequently resort to various word-of-mouth (WOM) sources, such as online user reviews and professional reviews, during online decision making. Although prior studies generally agree on the importance of online WOM, we have little knowledge of the interplay between online user reviews and professional reviews. This paper empirically investigates...

This study aims to explore the causal relationship between e-word-of-mouth (e-WOM) and its influence on purchase decisions through structural equation modeling (SEM). Five constructs were formulated through literature review: expertise, search extent, own experience, trustworthiness, and e-WOM effect. Results of this study show that four constructs all have positive influence on e-WOM effect, a...

Word-of-mouth (WOM) has been recognized as one of the most influential resources of information transmission. However, conventional WOM communication is only effective within limited social contact boundaries. The advances of information technology and the emergence of online social network sites have changed the way information is transmitted and have transcended the traditional limitations of...

The likelihood of electronic word-of-mouth (e-WOM) adoption is useful for academics and practitioners to understand the persuasion. To address this issue, the attitude-intention link was often assumed in information systems (IS) literature without further examinations in the persuasion contexts. This study develops a theoretical model, grounded in the elaboration likelihood model (ELM), to asse...

Information and communication technologies have given rise to large-scale online word-of-mouth (WOM) referral networks which allow consumers to share information about products. With a larger online referral network, consumers are exposed to higher volume of WOM. Given the increased amount of WOM, consumers could face more intensified social pressures which would alter their adoption behaviors....

This paper addresses the discount pricing in word-of-mouth (WOM) marketing. A new discount strategy known as the Infection-Based Discount (IBD) strategy is proposed. The basic idea of the IBD strategy lies in that each customer enjoys a discount that is linearly proportional to his/her influence in the WOM network. To evaluate the performance of the IBD strategy, the WOM spreading process is mo...

By reviewing the literature on word-of-mouth communications and opinion leadership, a theoretical model for epinions is proposed via comparing the epinions with the traditional WOM and opinion leadership model in five facets: (1) The changing environment of interpersonal communication fostered by the Internet and increasing epinion sites; (2) Comparison of the interactive process of epinions an...

Word of mouth (WOM) has a strong effect on consumer behavior. A sentimental lexicon, i.e. SentiWordNet is useful for the task of WOM sentiment classification. However, most current related research ignores the problem that too many objective words are defined in SentiWordNet. In this research, we focus on the effect of objective words on the performance of WOM sentiment classification, and prop...