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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.
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 …