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Full-Text Articles in Marketing
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 …
The Influence Of Online Word Of Mouth On Product Sales In Retail E-Commerce: An Empirical Investigation, Alanah Davis, Deepak Khazanchi
The Influence Of Online Word Of Mouth On Product Sales In Retail E-Commerce: An Empirical Investigation, Alanah Davis, Deepak Khazanchi
Information Systems and Quantitative Analysis Faculty Proceedings & Presentations
The ability to exchange opinions and experiences online is known as online word of mouth (WOM). Due to the high acceptance of consumers and their apparent reliance on online WOM it is important for organizations to understand how it works and what kind of impact it has on product sales. Using the well-established notions of volume and valence to describe online WOM, we empirically evaluate the hypothesized relationship between online WOM in a retail e-commerce site and actual product sales. Our analysis of the data shows that there is a significant change in the number of products sold following the …