行銷硏究 : Marketing research

What We Know and Don't Know About Online Word-of-Mouth: A Review and Synthesis of the Literature

Digital marketing: A framework, review and research agenda

Full length articleMobile payment: Understanding the determinants of customer adoption and intention to recommend the technology

Despite the popular use of social media by consumers and marketers, empirical research investigating their economic values still lags. In this study, we integrate qualitative user-marketer interaction content data from a fan page brand community on Facebook and consumer transactions data to assemble a unique data set at the individual consumer level. We then quantify the impact of community contents from consumers (user-generated content, i.e., UGC) and marketers (marketer-generated content, i.e., MGC) on consumers' apparel purchase expenditures. A content analysis method was used to construct measures to capture the informative and persuasive nature of UGC and MGC while distinguishing between directed and undirected communication modes in the brand community. In our empirical analysis, we exploit differences across consumers' fan page joining decision and across timing differences in fan page joining dates for our model estimation and identification strategies. Importantly, we also control for potential ...

Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content

While recent research has demonstrated the impact of online product ratings and reviews on product sales, we still have a limited understanding of the individual’s decision to contribute these opinions. In this research, we empirically model the individual’s decision to provide a product rating and investigate factors that influence this decision. Specifically, we consider how previously posted opinions in a ratings environment may affect a subsequent individual’s posting behavior, both in terms of whether to contribute (incidence) and what to contribute (evaluation), and identify selection effects that influence the incidence decision and adjustment effects that influence the evaluation decision. Our results indicate that individuals vary in their underlying behavior and in their reactions to previously posted product ratings. While less frequent posters exhibit bandwagon behavior, more active customers reveal differentiation behavior when posting online opinions. Systematic patterns in these behaviors have important implications for the evolution of online product opinions, which we illustrate through the use of simulations. Our simulations also show that posted product opinions can be affected substantially by the composition of the underlying customer base. Specifically, when a product’s customers are polarized, posted opinions are more negative and exhibit a stronger downward trend when compared to a homogeneous, neutral customer base with the same median opinion. This is a result of a core group of “activist” customers posting increasingly negative opinions in an effort to differentiate themselves from others in the community.

Online Product Opinions: Incidence, Evaluation and Evolution

Whereas recent research has demonstrated the impact of online product ratings and reviews on product sales, we still have a limited understanding of the individual's decision to contribute these opinions. In this research, we empirically model the individual's decision to provide a product rating and investigate factors that influence this decision. Specifically, we consider how previously posted ratings may affect an individual's posting behavior in terms of whether to contribute (incidence) and what to contribute (evaluation), and we identify selection effects that influence the incidence decision and adjustment effects that influence the evaluation decision.

Across individuals, our results show that positive ratings environments increase posting incidence, whereas negative ratings environments discourage posting. Our results also indicate important differences across individuals in how they respond to previously posted ratings, with less frequent posters exhibiting bandwagon behavior and more active customers revealing differentiation behavior. These dynamics affect the evolution of online product opinions. Through simulations, we illustrate how the evolution of posted product opinions is shaped by the underlying customer base and show that customer bases with the same median opinion may evolve in substantially different ways because of the presence of a core group of “activists” posting increasingly negative opinions.

Online Product Opinions: Incidence, Evaluation, and Evolution

Words are part of almost every marketplace interaction. Online reviews, customer service calls, press releases, marketing communications, and other interactions create a wealth of textual data. But...

https://journals.sagepub.com/doi/pdf/10.1177/0022242919873106

Uniting the Tribes: Using Text for Marketing Insight

In this research, the authors jointly model the sentiment expressed in social media posts and the venue format to which it was posted as two interrelated processes in an effort to provide a measure of underlying brand sentiment. Using social media data from firms in two distinct industries, they allow the content of the post and the underlying sentiment toward the brand to affect both processes. The results show that the inferences marketing researchers obtain from monitoring social media are dependent on where they “listen” and that common approaches that either focus on a single social media venue or ignore differences across venues in aggregated data can lead to misleading brand sentiment metrics. The authors validate the approach by comparing their model-based measure of brand sentiment with performance measures obtained from external data sets (stock prices for both brands and an offline brand-tracking study for one brand). They find that their measure of sentiment serves as a leading indicator of th...

David A. Schweidel

Papers

Online Product Opinions: Incidence, Evaluation and Evolution

Online Product Opinions: Incidence, Evaluation, and Evolution

Uniting the Tribes: Using Text for Marketing Insight

Listening in on Social Media: A Joint Model of Sentiment and Venue Format Choice:

Modeling the role of message content and influencers in social media rebroadcasting