Abbreviated Journal Title
J. Mark.
Keywords
electronic word-of-mouth elasticity; social media; meta-analysis; INFORMATION SEARCH; CONSUMER INFORMATION; PRICE ELASTICITY; EXTERNAL; SEARCH; PRODUCT SALES; META-ANALYSIS; CHOICE; AUTOMOBILES; INTERNET; BEHAVIOR; Business
Abstract
The authors conduct a meta-analysis on the effect of electronic word of mouth on sales by examining 51 studies (involving 339 volume and 271 valence elasticities) and primary data collected on product characteristics (durability, trialability, and usage condition), industry characteristics (industry growth and competition), and platform characteristics (expertise and trustworthiness). Their analysis reveals that electronic word-of-mouth volume (valence) elasticity is .236 (.417). More importantly, the findings show that volume and valence elasticities are higher for privately consumed, low-trialability products that operate in less competitive industries and whose reviews are carried on independent review sites. Furthermore, volume elasticities are higher for durable goods and for reviews on specialized review sites, whereas valence elasticities are greater for community-based sites. Drawing on the results, they discuss several implications for managers and researchers and explain why valence elasticities are often found to be insignificant. Finally, they propose numerous directions for future research in the area on the basis of their findings.
Journal Title
Journal of Marketing
Volume
79
Issue/Number
2
Publication Date
1-1-2015
Document Type
Article
DOI Link
Language
English
First Page
19
Last Page
39
WOS Identifier
ISSN
0022-2429
Recommended Citation
You, Ya; Vadakkepatt, Gautham G.; and Joshi, Amit M., "A Meta-Analysis of Electronic Word-of-Mouth Elasticity" (2015). Faculty Bibliography 2010s. 6898.
https://stars.library.ucf.edu/facultybib2010/6898
Comments
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