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Full-Text Articles in Business
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 …
Perceived Importance And Future Use Of Online Channels Of Distribution By Small Businesses In The United States And Australia: An Exploratory Study, Irene J. Dickey, William F. Lewis, John Vanbeveren
Perceived Importance And Future Use Of Online Channels Of Distribution By Small Businesses In The United States And Australia: An Exploratory Study, Irene J. Dickey, William F. Lewis, John Vanbeveren
Management and Marketing Faculty Publications
Online marketing is important to small-business owners and operators because they are typically faced with limited budgets to design and implement traditional marketing programs. This paper compares the perceived importance of specific online marketing tactics and their anticipated future use of online marketing tactics by small businesses in the United States and Australia. Results of the study reveal that both in the United States and in Australia, there is a growing use of online marketing tactics to accomplish marketing objectives. While most online marketing tactics were effective in both the United States and Australia, there were some statistically significant differences.