The Effect of Word of Mouth on Sales: Online Book Reviews

We examine the effect of consumer reviews on relative sales of books on Amazon.com and BarnesandNoble.com. We find that 1) reviews are overwhelmingly positive at both sites, but there are more reviews and longer reviews at Amazon.com, 2) an improvement in a book's reviews leads to an increase in relative sales at that site, and 3) the impact of 1-star reviews is greater than the impact of 5-star reviews. The results suggest that new forms of customer communication on the Internet have an important impact on customer behavior.

Promotional Reviews: An Empirical Investigation of Online Review Manipulation

Firms\u27 incentives to manufacture biased user reviews impede review usefulness. We examine the differences in reviews for a given hotel between two sites: Expedia.com (only a customer can post a review) and TripAdvisor.com (anyone can post). We argue that the net gains from promotional reviewing are highest for independent hotels with single-unit owners and lowest for branded chain hotels with multi-unit owners. We demonstrate that the hotel neighbors of hotels with a high incentive to fake have more negative reviews on TripAdvisor relative to Expedia; hotels with a high incentive to fake have more positive reviews on TripAdvisor relative to Expedia

Word of mouth and marketing : influencing and learning from consumer conversations

Thesis (Ph.D.)--Massachusetts Institute of Technology, Sloan School of Management, 2002.Includes bibliographical references.This thesis contains three separate essays that deal with word of mouth. In the first essay, "Promotional Chat on the Internet," we analyze the firms' incentives to anonymously supply positive reviews of products in chat rooms and other recommendation sites. This, in turn, lowers the credibility of word of mouth transmitted online. We develop a game theoretic model where an incumbent and an entrant that are differentiated in quality compete for the same online market segment. The consumers are uncertain about the entrant's quality, whereas the firms know the value of their products. The consumers hear messages online that make them aware of the existence of the entrant as well as help them decide which product is superior. We find a unique equilibrium where online word of mouth is informative despite the promotional chat activity by competing firms. In this equilibrium, we find that firms spend more resources chatting up inferior products. We also find that promotional chat may be actually more beneficial to consumers than a system with no promotional chat. In the second essay, "Using Online Conversations to Measure Word of Mouth Communication," we test a long-held belief that word of mouth recommendations have a tremendous influence on the sales of new products. So far, there has been little empirical evidence to support this belief since, before the advent of the Internet, word of mouth recommendations were exchanged in private conversations that left no documentary evidence. The Internet provides a window into some of these private conversations and thus a means of measuring word of mouth activity.(cont.) We pose the following pragmatic question: can we use these data to measure word-of-mouth and predict future product sales? We develop and test a model that predicts which metrics of online discussion activity should be correlated with long-run performance. Our empirical findings demonstrate that certain measures of online word-of-mouth are predictive of sales though their predictive power varies significantly over the show's lifetime. Finally, in the third essay, "The Influence of Social Networks on the Effectiveness of Promotional Strategies," we examine the role of social network in word of mouth. The defining characteristic of "buzz" strategies is that the sellers approach the consumers directly, either in online chat rooms or in physical locations such as cafes or nightclubs. The goals of such strategies are twofold: to turn the approached consumer into a buyer and a missionary. The basic characteristic of buzz is that its diffusion is dependent on one's neighbors in the network in contrast to advertising, which allows the firm to communicate with consumers independently of their neighbors. We examine the network's moderating effect on the payoff from firm's investment to promote buzz. In addition, we compare the effectiveness of buzz promotion versus mass advertising as stand-alone marketing instruments and also analyze an advertising campaign that consists of both instruments.by Dina Mayzlin.Ph.D

Online Advertising

This chapter explores what makes online advertising different from traditional advertising channels. We argue that online advertising differs from traditional advertising channels in two important ways: measurability and targetability. Measurability is higher because the digital nature of online advertising means that responses to ads can be tracked relatively easily. Targetability is higher because data can be automatically tracked at an individual level, and it is relatively easy to show different people different ads. We discuss recent advances in search advertising, display advertising, and social media advertising and explore the key issues that arise for firms and consumers from measurability and targetability. We then explore possible public policy consequences, with an in depth discussion of the implications for consumer privacy

Influencer marketing unlocked: Understanding the value chains driving the creator economy

Abstract As influencer marketing evolves into a dominant force in the marketing landscape, it necessitates a deeper theoretical exploration to understand its strategic implementations and impacts. This article examines the dynamics of influencer marketing within the growing creator economy, emphasizing the interactions among firms, influencers, followers, and digital platforms. We introduce a novel, equity-driven framework that analyzes how influencers contribute to customer equity, how influencers manage and leverage the value from their followers, and how platforms maximize the value from their users. We detail the complex relationships and value exchanges within the influencer marketing ecosystem, highlighting the challenges of measuring the return on investment and influencers’ strategic use of content to maintain authenticity and influence. By synthesizing diverse academic literature and current industry practices, this manuscript provides a comprehensive overview of the mechanisms of value creation and exchange in influencer marketing, offers strategic implications for marketers aiming to optimize their influencer engagements, and outlines future work in the form of the eleven “INFLUENCERS” research directions.</jats:p

A media symbolism perspective on the choice of social sharing technologies

The emergence of social sharing technologies, including blogs, microblogs, personal social networking sites, social bookmarking, and forums, has diversified the media through which information content can be shared. This study anchors on the concept of media symbolism to theorize about social sharing technologies. Our theorization is validated through a set of social sharing data, containing focus group interviews and more than 1 million observations on the content sharing behavior of online users. The results indicate that individuals prefer microblogs and social bookmarking, which are more open to accessing shared content from third-party sources, to share commercial contents

Managing Social Interactions

In the past decade and a half, there has been a growth in new technologies that have enhanced peer-to-peer interactions. One of the more exciting implications of this development from a marketing perspective is that these platforms enable the exchange of product-related information. This chapter summarizes recent research in marketing that relates to the issue of management of social interactions, a broader concept than the traditional concept of word of mouth since it encompasses new electronic types of communication such as email, consumer reviews, and Twitter. The chapter categorizes the literature in terms of the roles that the firm plays in managing these interactions, which range from passive (listener) to active (participant).</p

Influencing Social Media Influencers Through Affiliation

This paper studies how firms can strategically manage product reviews by social media influencers. </jats:p

Promotional chat on the Internet

C hat rooms, recommendation sites, and customer review sections allow consumers to overcome geographic boundaries and to communicate based on mutual interests. However, marketers also have incentives to supply promotional chat or reviews in order to influence the consumers&apos; evaluation of their products. Moreover, firms can disguise their promotion as consumer recommendations due to the anonymity afforded by online communities. We explore this new setting where advertising and word of mouth become perfect substitutes because they appear indistinguishable to the consumer. Specifically, we investigate here whether word of mouth remains credible and whether firms choose to devote more resources promoting their inferior or superior products. We develop a game theoretic model in which two products are differentiated in their value to the consumer. Unlike the firms, the consumers are uncertain about the products&apos; quality. The consumers read messages online that help them decide on the identity of the superior product. We find a unique equilibrium where online word of mouth is persuasive despite the promotional chat activity by competing firms. In this equilibrium, firms spend more resources promoting inferior products, in striking contrast to existing advertising literature. In addition, we discuss consumer welfare implications and how other marketing strategies might interact with promotional chat