کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
886523 913066 2008 10 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
The dynamics of online word-of-mouth and product sales—An empirical investigation of the movie industry
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
The dynamics of online word-of-mouth and product sales—An empirical investigation of the movie industry
چکیده انگلیسی

There are growing interests in understanding how word-of-mouth (WOM) on the Internet is generated and how it influences consumers’ purchase decisions at retail outlets. A unique aspect of the WOM effect is the presence of a positive feedback mechanism between WOM and retail sales. We characterize the process through a dynamic simultaneous equation system, in which we separate the effect of online WOM as both a precursor to and an outcome of retail sales. We apply our approach to the movie industry, showing that both a movie's box office revenue and WOM valence significantly influence WOM volume. WOM volume in turn leads to higher box office performance. This positive feedback mechanism highlights the importance of WOM in generating and sustaining retail revenue.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing - Volume 84, Issue 2, June 2008, Pages 233–242
نویسندگان
, , ,