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Do Online Reviews Affect Product Sales? The Role of Reviewer Characteristics and Temporal Effects

2012
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Release : 2012
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Kind : eBook
Book Rating : /5 ( reviews)

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Book Synopsis Do Online Reviews Affect Product Sales? The Role of Reviewer Characteristics and Temporal Effects by : Nan Hu

Download or read book Do Online Reviews Affect Product Sales? The Role of Reviewer Characteristics and Temporal Effects written by Nan Hu. This book was released on 2012. Available in PDF, EPUB and Kindle. Book excerpt: Online product reviews provided by consumers who previously purchased products have become a major information source for consumers and marketers regarding product quality. This study extends previous research by conducting a more compelling test of the effect of online reviews on sales. In particular, we consider both quantitative and qualitative aspects of online reviews, such as reviewer quality, reviewer exposure, product coverage, and temporal effects. Using transaction cost economics and uncertainty reduction theories, this study adopts a portfolio approach to assess the effectiveness of the online review market. We show that consumers understand the value difference between favorable news and unfavorable news and respond accordingly. Furthermore, when consumers read online reviews, they pay attention not only to review scores but to other contextual information such as a reviewer's reputation and reviewer exposure. The market responds more favorably to reviews written by reviewers with better reputation and higher exposure. Finally, we demonstrate that the impact of online reviews on sales diminishes over time. This suggests that firms need not provide incentives for customers to write reviews beyond a certain time period after products have been released.

Advances in Advertising Research (Vol. VII)

2016-08-24 Business & Economics
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Release : 2016-08-24
Genre : Business & Economics
Kind : eBook
Book Rating : 206/5 ( reviews)

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Book Synopsis Advances in Advertising Research (Vol. VII) by : George Christodoulides

Download or read book Advances in Advertising Research (Vol. VII) written by George Christodoulides. This book was released on 2016-08-24. Available in PDF, EPUB and Kindle. Book excerpt: Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers. Further research is needed to guide choices regarding ad content and execution, media placement, social networks, and campaign effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015. The conference gathered more than 150 participants from various countries from nearly all continents, including Europe, North and South America, Asia, and Australia.

Econometric Analysis of Panel Data

2008-06-30 Business & Economics
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Release : 2008-06-30
Genre : Business & Economics
Kind : eBook
Book Rating : 863/5 ( reviews)

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Book Synopsis Econometric Analysis of Panel Data by : Badi Baltagi

Download or read book Econometric Analysis of Panel Data written by Badi Baltagi. This book was released on 2008-06-30. Available in PDF, EPUB and Kindle. Book excerpt: Written by one of the world's leading researchers and writers in the field, Econometric Analysis of Panel Data has become established as the leading textbook for postgraduate courses in panel data. This new edition reflects the rapid developments in the field covering the vast research that has been conducted on panel data since its initial publication. Featuring the most recent empirical examples from panel data literature, data sets are also provided as well as the programs to implement the estimation and testing procedures described in the book. These programs will be made available via an accompanying website which will also contain solutions to end of chapter exercises that will appear in the book. The text has been fully updated with new material on dynamic panel data models and recent results on non-linear panel models and in particular work on limited dependent variables panel data models.

Electronic Word of Mouth (eWOM) in the Marketing Context

2017-02-15 Computers
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Release : 2017-02-15
Genre : Computers
Kind : eBook
Book Rating : 593/5 ( reviews)

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Book Synopsis Electronic Word of Mouth (eWOM) in the Marketing Context by : Elvira Ismagilova

Download or read book Electronic Word of Mouth (eWOM) in the Marketing Context written by Elvira Ismagilova. This book was released on 2017-02-15. Available in PDF, EPUB and Kindle. Book excerpt: This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overview of traditional word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional and online WOM. The book examines why people engage in eWOM communications, but also how consumers evaluate its persuasiveness. It also looks at the effects of eWOM. The book identifies current gaps in the eWOM research, but also highlights future directions for this growing field. eWOM is an important marketing technique in brand communications, and it plays an important role in modern e-commerce. Marketers become extremely interested in enhancing the power of eWOM developing loyalty programs and building brands. Studying the effect of eWOM can be beneficial for companies. This book should be a good resource for scholars and practitioners that need to understand the pervasive effects of eWOM.

Travel Industry Economics

2021 Business enterprises
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Release : 2021
Genre : Business enterprises
Kind : eBook
Book Rating : 519/5 ( reviews)

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Book Synopsis Travel Industry Economics by : Harold L. Vogel

Download or read book Travel Industry Economics written by Harold L. Vogel. This book was released on 2021. Available in PDF, EPUB and Kindle. Book excerpt: "In this book Harold L. Vogel comprehensively and holistically examines the business economics and investment aspects of major components of the travel industry, including airlines, hotels, casinos, amusement and theme parks, cruise lines, and tourism. The book is designed as an economics-grounded text that uniquely integrates reviews of each sector's history with economics, accounting, and financial aspects and analysis. As such, it provides a concise, up-to-date reference guide for financial analysts, economists, industry executives, legislators and regulators, advertisers, and journalists interested in the economics, financing, and marketing of travel and tourism-related goods and services. The fourth edition of this well-established text updates, refreshes, and significantly broadens the coverage of tourism economics. It includes new sections on travel law and applications of big data and artificial intelligence technologies as well as additional material on demographic spending patterns, the online travel agency business, the pandemic's effects and affects on industry finances, expanded coverage of the cruise line industry, and information on the damage to tourist destinations caused by excessive pollution and traffic."--

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