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The Effect of word of mouth on sales: online book reviews
Online user reviews have become an important source of information to consumers, substituting and complementing other forms of firm-to-consumer and offline word-of-mouth communication about product quality. Consequently, many managers believe that a Web site must provide community content to build brand loyalty. In this study, the authors characterize patterns of reviewer behavior and examine the effect of consumer reviews on firms' sales patterns. In particular, they use publicly available data from the two leading online booksellers, Amazon.com and Barnesandnoble.com, to construct measures of each firm's sales of individual books. They examine whether a change in reviews over time for a particular book at one site relative to the other predicts a change in the subsequent sales of that book at one site relative to the other. The results on the length of reviews suggest that consumers actually read and respond to written reviews, not merely the average star ranking summary statistic provided by the Web sites.Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | sales Product quality Word of mouth advertising Books studies Online advertising |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |