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Full-Text Articles in Marketing
Can The Presence Of Online Word Of Mouth Increase Product Sales?, Alanah Mitchell, Deepak Khazanchi
Can The Presence Of Online Word Of Mouth Increase Product Sales?, Alanah Mitchell, Deepak Khazanchi
Information Systems and Quantitative Analysis Faculty Publications
The power and potential impact of online word of mouth has increased substantially. Consumers have come to accept and rely upon online word of mouth, so it is important to understand how it works and what kind of impact it has on online product sales. This article provides an assessment of this question through an analysis of sales and online word of mouth data from a multi-product e-commerce retail firm.
An Empirical Study Of Online Word Of Mouth As A Predictor For Multi-Product Category E-Commerce Sales, Alanah Davis, Deepak Khazanchi
An Empirical Study Of Online Word Of Mouth As A Predictor For Multi-Product Category E-Commerce Sales, Alanah Davis, Deepak Khazanchi
Information Systems and Quantitative Analysis Faculty Publications
The ability to exchange opinions and experiences online is known as online word of mouth (WOM) and has been shown in the literature to have the potential to impact e-commerce sales. The purpose of this paper is to expand previous findings by empirically evaluating the impact of online WOM attributes and other related factors (e.g. product views, promotion, and category) on e-commerce sales using real data from a multi-product retail e-commerce firm. Research has previously shown that the introduction of online WOM on a retail e-commerce site can positively impact product sales. We propose and validate a conceptual model of …