The Role of Marketing in Social Media: How Online Consumer Reviews Evolve ☆
TL;DR: This article examined the relationship between consumer posting behavior and marketing variables, such as product price and quality, and explored how these relationships evolve as the Internet and consumer review websites attract more universal acceptance.
About: This article is published in Journal of Interactive Marketing.The article was published on 2011-05-01. It has received 373 citations till now. The article focuses on the topics: The Internet & Online community.
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TL;DR: The research findings show that celebrities on Instagram are influential in the purchase behaviour of young female users, however, non-traditional celebrities such as bloggers, YouTube personalities and ‘Instafamous’ profiles are more powerful, as participants regard them as more credible and are able to relate to these, rather than more traditional, celebrities.
693 citations
TL;DR: A causal-chain framework was developed based on the input-moderator-mediator-output model to illustrate the causality between the research constructs used and the conceptualization of theoretical models/theories proposed by previous researchers.
627 citations
TL;DR: In this paper, the authors describe how consumers use social media, such as online communities, to generate content and to network, and how consumers engage in social interaction on the internet.
Abstract: Social media have provided new opportunities to consumers to engage in social interaction on the internet. Consumers use social media, such as online communities, to generate content and to network...
571 citations
TL;DR: In this paper, the authors present the real challenges companies are facing going digital and present these challenges based on results of a survey among a convenience sample of 777 marketing executives around the globe, revealing that filling talent gaps, adjusting the organizational design, and implementing actionable metrics are the biggest improvement opportunities for companies across sectors.
540 citations
TL;DR: In this paper, the authors examined the impact of Twitter followers, electronic word-of-mouth valence, and celebrity type on consumer behavior in Twitter-based marketing communication, applying social capital theory, social identity theory, source credibility, and extant literature on eWoM.
Abstract: Two experiments examined the impact of Twitter followers, electronic word-of-mouth (eWoM) valence, and celebrity type (prosocial versus antisocial) on consumer behavior in Twitter-based marketing communication, applying social capital theory, social identity theory, source credibility, and extant literature on eWoM. Experiment 1 demonstrated the main effect of number of followers on source credibility, and the interaction effect between eWoM valence and number of followers on product involvement, buying intention, and intention to pass along eWoM. Experiment 2 revealed the interaction effect of celebrity type and number of followers on social identification with the celebrity as well as the mediating effect of social identification.
510 citations
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01 Jan 1962
TL;DR: A history of diffusion research can be found in this paper, where the authors present a glossary of developments in the field of Diffusion research and discuss the consequences of these developments.
Abstract: Contents Preface CHAPTER 1. ELEMENTS OF DIFFUSION CHAPTER 2. A HISTORY OF DIFFUSION RESEARCH CHAPTER 3. CONTRIBUTIONS AND CRITICISMS OF DIFFUSION RESEARCH CHAPTER 4. THE GENERATION OF INNOVATIONS CHAPTER 5. THE INNOVATION-DECISION PROCESS CHAPTER 6. ATTRIBUTES OF INNOVATIONS AND THEIR RATE OF ADOPTION CHAPTER 7. INNOVATIVENESS AND ADOPTER CATEGORIES CHAPTER 8. DIFFUSION NETWORKS CHAPTER 9. THE CHANGE AGENT CHAPTER 10. INNOVATION IN ORGANIZATIONS CHAPTER 11. CONSEQUENCES OF INNOVATIONS Glossary Bibliography Name Index Subject Index
38,750 citations
TL;DR: The focus is on applied inference for Bayesian posterior distributions in real problems, which often tend toward normal- ity after transformations and marginalization, and the results are derived as normal-theory approximations to exact Bayesian inference, conditional on the observed simulations.
Abstract: The Gibbs sampler, the algorithm of Metropolis and similar iterative simulation methods are potentially very helpful for summarizing multivariate distributions. Used naively, however, iterative simulation can give misleading answers. Our methods are simple and generally applicable to the output of any iterative simulation; they are designed for researchers primarily interested in the science underlying the data and models they are analyzing, rather than for researchers interested in the probability theory underlying the iterative simulations themselves. Our recommended strategy is to use several independent sequences, with starting points sampled from an overdispersed distribution. At each step of the iterative simulation, we obtain, for each univariate estimand of interest, a distributional estimate and an estimate of how much sharper the distributional estimate might become if the simulations were continued indefinitely. Because our focus is on applied inference for Bayesian posterior distributions in real problems, which often tend toward normality after transformations and marginalization, we derive our results as normal-theory approximations to exact Bayesian inference, conditional on the observed simulations. The methods are illustrated on a random-effects mixture model applied to experimental measurements of reaction times of normal and schizophrenic patients.
13,884 citations
TL;DR: In this paper, the authors question the economic benefits of improving customer satisfaction and question whether there are economic benefits to improving quality and customer satisfaction, and they also question the link between quality and satisfaction.
Abstract: Are there economic benefits to improving customer satisfaction? Many firms that are frustrated in their efforts to improve quality and customer satisfaction are beginning to question the link betwe...
5,428 citations
TL;DR: In this article, a typology for motives of consumer online articulation is proposed, drawing on findings from research on virtual communities and traditional word-of-mouth literature, which is based on the same authors' work.
4,881 citations
TL;DR: In this article, the antecedents and consequences of customer satisfaction were investigated in a survey of 22,300 customers of a variety of major products and services in Sweden in 1989-1990.
Abstract: This research investigates the antecedents and consequences of customer satisfaction. We develop a model to link explicitly the antecedents and consequences of satisfaction in a utility-oriented framework. We estimate and test the model against alternative hypotheses from the satisfaction literature. In the process, a unique database is analyzed: a nationally representative survey of 22,300 customers of a variety of major products and services in Sweden in 1989-1990. Several well-known experimental findings of satisfaction research are tested in a field setting of national scope. For example, we find that satisfaction is best specified as a function of perceived quality and "disconfirmation"-the extent to which perceived quality fails to match prepurchase expectations. Surprisingly, expectations do not directly affect satisfaction, as is often suggested in the satisfaction literature. In addition, we find quality which falls short of expectations has a greater impact on satisfaction and repurchase intentions than quality which exceeds expectations. Moreover, we find that disconfirmation is more likely to occur when quality is easy to evaluate. Finally, in terms of systematic variation across firms, we find the elasticity of repurchase intentions with respect to satisfaction to be lower for firms that provide high satisfaction. This implies a long-run reputation effect insulating firms which consistently provide high satisfaction.
4,606 citations