Consumer opinions, experiences, and product recommendations posted on online WOM sites have become a major information source in consumer purchase decisions. However, prior research has largely focused on the influence of a single source of WOM – particularly retailer-hosted WOM. This study investigates the relative impact of multiple WOM information on retail sales. We collected a panel of sal...

Recent years have witnessed the explosive growth of research on online social networks (OSNs), which provide a perfect platform for observing the Word-of-Mouth (WOM) propagation. However, recent research regarded OSNs as homogeneous networks, while the real-world OSNs are heterogeneous. This paper considered the heterogeneity of OSNs, proposed a WOM propagation model called HOSN to simulate WOM...

Social broadcasting networks like Twitter in the U.S. and “Weibo” in China are transforming the way online word-of-mouth is disseminated and consumed in our society. We investigate whether and how Twitter WOM affects movie sales using publicly available Twitter data and common text mining algorithms. We find that more Twitter WOM messages always leads to more movie sales, however, the magnitude...

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WOM elasticity values show a significant difference between physical and service product categories. In addition, all effective respondents in this research are highly sensitive to WOM relating to specific products. This shows that WOM is not only a key variable of tourism products but also validates that WOM communications are meaningful for tourism customers. The authors contributes to touris...

We collect Word-of-mouth (WOM) data on movies from Twitter and employ both a time-series model and a dynamic panel data model to study the influence of WOM on movie box office revenues. Compared with most previous literature that measures WOM through its volume or dispersion, we directly measure the number of recipients of each WOM message using the unique social structural information on Twitt...

The present study explores the effect of inbound marketing factors on marketing performance. The statistical population was composed of all customers of six restaurants with Gilaki names in Rasht, which are active in cyberspace. A total of 400 individuals were selected by convenience sampling. The standard scales included visibility management, active listening, community building, wor...

The authors study the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles. Because social network sites record the electronic invitations from existing members, outbound WOM can be precisely tracked. Along with traditional marketing, WOM can then be linked to the number of new members subsequently join...

Marketing in entrepreneurial contexts, such as small business, relies heavily on word of mouth (WOM) recommendations for customer acquisition. However we know little about how WOM processes work for small firms, or how owner-managers can influence them. This case study of an entrepreneurial owner of an independent hotel is used to illustrate problems associated with WOM, and potential strategie...

Online reviews (ORs) are fostering the spread of Word-Of-Mouth in the online environment (e-WOM). The popularity of e-WOM is constantly growing among consumers who use them before buying a product/service. Therefore, it is important for marketers to understand the antecedents of e-WOM. In this paper we have used the elaboration likelihood model to investigate the antecedents of consumers’ adopt...