Despite the social realities of job seeking, few studies have addressed how and why employment information received by other people affects organizational attraction. This chapter first discusses the characteristics of word-of-mouth as a recruitment source and then provides a systematic review of its determinants and outcomes studied in previous research. An integrative model of word-of-mouth i...

In E-commerce, purchase decisions of consumers are often strongly influenced by people who consumers know and trust, and word-of-mouth (WOM) is the most important factor when consumers are making a purchase decision. Many online consumers tend to wait for the opinions of early consumers before making a purchase decision to reduce the risk of buying products. So numerous E-commerce websites prov...

Nowadays, paying attention to the environmental needs and desires of consumersand trying to satisfy them by designing marketing activities in an environmentallyfriendly way, is the best way to increase their satisfaction and finally, gaincompetitive advantage. Prior research has paid much attention to the consumerbehavior and marketing activities of corporate organizations, but none has studied...

XIAOQUAN (MICHAEL) ZHANG is an Assistant Professor of Information Systems, Business Statistics and Operations Management in the School of Business and Management, Hong Kong University of Science and Technology. He holds a PhD in Management from MIT Sloan School of Management, an MSc in Management, a BE in Computer Science and a BA in English from Tsinghua University. His research interests are ...

Marketers leverage multiple media outlets to promote products. There are three media types: paid (e.g., advertising on TV), owned (e.g., company website), and earned (e.g., consumers’ word-of-mouth) media. The effects of individual media channels and the interrelationships within paid media have been examined by prior literature. However, little is known about interplay across different types o...

We leverage a temporary block of the Chinese microblogging platform Sina Weibo due to political events, to estimate the causal effect of online word-of-mouth content on product demand in the context of TV show viewership. Based on this source of exogenous variation, we estimate an elasticity of TV show ratings (market share in terms of viewership) with respect to the number of relevant comments...

As compared to the traditional advertising, the word-of-mouth (WOM) communications have striking advantages such as significantly lower cost and rapid delivery; this is especially the case with the popularity of online social networks. This paper addresses the issue of maximizing the overall profit of a WOM marketing campaign. A marketing process with both positive and negative WOM is modeled a...

The social environment of a person has a high influence of his or her consumer behaviour. Social networks transfer these social environments to the online world and enable a targeted influence on the customers purchasing behaviour by word of mouth from their social contacts. With the rapid spread of social networks and the increasing resistance to conventional advertising, companies have to dev...

Consumers rely on their memory for past consumption experiences when next purchasing in the product category, when advising other consumers, and when setting expectations for future consumption experiences. Although previously considered to be a permanent record of the experience, consumer memory has recently been demonstrated to change with exposure to post-consumption advertising. The results...