کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
886148 912990 2007 17 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Measuring the value of electronic word of mouth and its impact in consumer communities
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Measuring the value of electronic word of mouth and its impact in consumer communities
چکیده انگلیسی

Marketing practitioners have recognized a need to measure customer-generated media in addition to the traditional marketing metrics. Message boards, chat rooms, blogs, and virtual brand communities have become important venues for customer-generated media.These communities can be modeled as two distinct, albeit connected, networks: social and informational. These networks change over time under the influence of online word of mouth. This study introduces adapted PageRank (APR), a new metric for measuring the value a community assigns each word-of-mouth instance and the value the community assigns to the members that create them. That metric is used to empirically support a model explaining how highly-valued information builds the social network. These communities are egalitarian in assigning value to informational content, without regard to the status of its source, and highly-valued content explains 10% of social network growth.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Interactive Marketing - Volume 21, Issue 2, 2007, Pages 63-79