Too Popular to Ignore: The Influence of Online Reviews on Purchase Intentions of Search and Experience Products
TL;DR: In this paper, the authors examined the effect of the level of detail in a product review and the reviewer agreement with it on the credibility of a review and consumers' purchase intentions for search and experience products.
About: This article is published in Journal of Interactive Marketing.The article was published on 2013-08-01. It has received 294 citations till now. The article focuses on the topics: Credibility.
Citations
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TL;DR: Wang et al. as mentioned in this paper developed a research model and conducted an empirical study using objective data collected from a Chinese crowdfunding website and found that signals of quality and electronic word of mouth have significant positive effects on funder investment decisions.
330 citations
Cites background from "Too Popular to Ignore: The Influenc..."
...shoppers use this feature in an online retail environment, and 29% indicate that the number of “Likes” is very important to them when reviewing product information (Jiménez and Mendoza, 2013)....
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...As many as 49% of Internet shoppers use this feature in an online retail environment, and 29% indicate that the number of “Likes” is very important to them when reviewing product information (Jiménez and Mendoza, 2013)....
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TL;DR: A review of consumer engagement in social media can be found in this article, where a conceptual framework for future research on consumer engagement is proposed. But consumer engagement has not yet been identified as such, making it difficult for academics and practitioners to stay abreast of developments in this area.
Abstract: Purpose
In “Social media’s slippery slope: challenges, opportunities and future research directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to leverage consumer engagement into highly profitable relationships for both parties”. The purpose of this article is to continue this discussion by reviewing recent literature on consumer engagement and proposing a framework for future research.
Design/methodology/approach
The paper reviews the marketing literature on social media, paying particular attention to consumer engagement, which was identified as a primary area of concern in Schultz and Peltier (2013).
Findings
A significant amount of research has been conducted on consumer engagement since 2010. Lack of consensus on the definition of the construct has led to fragmentation in the discipline, however. As a result, research related to consumer engagement is often not identified as such, making it difficult for academics and practitioners to stay abreast of developments in this area.
Originality/value
This critical review provides marketing academics and practitioners insights into the antecedents and consequences of consumer engagement and offers a conceptual framework for future research.
282 citations
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TL;DR: In this article, the authors present two online instrument delivery services provided by SurveyMonkey and Qualtrics that can be used to distribute experimental materials to geographically distributed participants quickly and inexpensively.
Abstract: Behavioral accounting researchers have historically been constrained in their ability to reach externally valid research participants. The purpose of this paper is to familiarize researchers with two relatively new and innovative ways to overcome this issue. First, this paper discusses two online instrument delivery services provided by SurveyMonkey and Qualtrics that can be used to distribute experimental materials to geographically distributed participants quickly and inexpensively. Second, it reviews a number of participant recruitment services that behavioral accounting researchers can use to identify and recruit externally valid research participants. Specifically, this paper discusses commercial participant recruitment services provided by SurveyMonkey Audience, Qualtrics, Amazon's Mechanical Turk, and other commercial firms, as well as several non-commercial participant recruitment services associated with industry and professional organizations. Each service is evaluated against three cr...
276 citations
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01 Jan 2000
TL;DR: The authors explored the extent to which differences in perceived diagnosticity as compared with differences in the accessibility of associations embedded in persuasion appeals better account for the attitudinal differences found in the culture and persuasion literature.
Abstract: This research explores the extent to which differences in perceived diagnosticity as compared with differences in the accessibility of associations embedded in persuasion appeals better account for the attitudinal differences found in the culture and persuasion literature. Experiment 1 replicates basic findings showing that high culture-distinct associations lead to more favorable attitudes for individuals in the target culture relative to a nontarget culture, while low culture-distinct associations lead to more attitudinal similarities across cultural boundaries. Experiments 2 and 3 explore two potential explanations for these effects. Convergent evidence, provided through within-culture and across-culture mediation analysis, is more supportive of the differential accessibility explanation. That is, high culture-distinct associations may be valued in the nontarget culture but are relatively inaccessible in memory at an individual level. The results of these experiments help to reconcile conflicting findings in the consumer psychology literature, shed insight on why cultural differences might occur, and add to the growing body of research that identifies conditions under which cultural similarities in persuasion processes and effects may be found.
221 citations
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TL;DR: In this article, an integrated marketing communications (IMCMC) framework for understanding how disparate customer touchpoints impact consumer engagement and profitability in an omni-channel environment is proposed.
Abstract: In this invited paper, the authors aim to offer an integrated marketing communications (IMC) framework for understanding how disparate customer touchpoints impact consumer engagement and profitability in an omni-channel environment. For each aspect of the framework, the authors recommend areas for further research.,The authors review literature linking personal and electronic channels of communication in an omni-channel context to consumer engagement, with an emphasis on channel and message unity.,Five major research areas were identified: research that better links omni-channel and IMC theory and practice; conceptual and empirical research that helps operationalize the consumer-brand engagement construct, including its antecedents and consequences; Build understanding of off- and on-line consumer-brand touchpoints and how they may enhance engagement and profitability; how omni-channel IMC best monetizes buyer–seller relationships; and omni-channel IMC in other consumer decision contexts.,The emergence of omni-channel marketing is breaking down the silos across available consumer-brand touchpoints. The intersection of effective omni-channel marketing and IMC strategic and tactical initiatives offers marketers an opportunity to engage their customers and to form profitable relationships.,The authors proposed an omni-channel IMC Framework and a research agenda for advancing the field. As this is a new area of inquiry, the authors argue for the development of other comprehensive frameworks, both for general omni-channel IMC conceptualizations.
192 citations
References
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TL;DR: It is argued the importance of directly testing the significance of indirect effects and provided SPSS and SAS macros that facilitate estimation of the indirect effect with a normal theory approach and a bootstrap approach to obtaining confidence intervals to enhance the frequency of formal mediation tests in the psychology literature.
Abstract: Researchers often conduct mediation analysis in order to indirectly assess the effect of a proposed cause on some outcome through a proposed mediator. The utility of mediation analysis stems from its ability to go beyond the merely descriptive to a more functional understanding of the relationships among variables. A necessary component of mediation is a statistically and practically significant indirect effect. Although mediation hypotheses are frequently explored in psychological research, formal significance tests of indirect effects are rarely conducted. After a brief overview of mediation, we argue the importance of directly testing the significance of indirect effects and provide SPSS and SAS macros that facilitate estimation of the indirect effect with a normal theory approach and a bootstrap approach to obtaining confidence intervals, as well as the traditional approach advocated by Baron and Kenny (1986). We hope that this discussion and the macros will enhance the frequency of formal mediation tests in the psychology literature. Electronic copies of these macros may be downloaded from the Psychonomic Society's Web archive at www.psychonomic.org/archive/.
15,041 citations
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TL;DR: Baron and Kenny's procedure for determining if an independent variable affects a dependent variable through some mediator is so well known that it is used by authors and requested by reviewers almost reflexively.
Abstract: Baron and Kenny’s procedure for determining if an independent variable affects a dependent variable through some mediator is so well known that it is used by authors and requested by reviewers almost reflexively. Many research projects have been terminated early in a research program or later in the review process because the data did not conform to Baron and Kenny’s criteria, impeding theoretical development. While the technical literature has disputed some of Baron and Kenny’s tests, this literature has not diffused to practicing researchers. We present a nontechnical summary of the flaws in the Baron and Kenny logic, some of which have not been previously noted. We provide a decision tree and a step-by-step procedure for testing mediation, classifying its type, and interpreting the implications of findings for theory building and future research.
8,032 citations
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TL;DR: In this article, the authors argue that consumers lack full information about the prices of goods, but their information is probably poorer about the quality variation of products simply because the latter information is more difficult to obtain.
Abstract: Consumers are continually making choices among products, the consequences of which they are but dimly aware. Not only do consumers lack full information about the prices of goods, but their information is probably even poorer about the quality variation of products simply because the latter information is more difficult to obtain. One can, for example, readily determine the price of a television set; it is more difficult to determine its performance characteristics under various conditions or its expected need for repairs. This article contends that limitations of consumer information about quality have profound effects upon the market structure of consumer goods. In particular, monopoly power for a consumer good will be greater if consumers know about the quality of only a few brands of that good. This is a significant departure from the literature. Economists have long been interested in the determinants of monopoly power, but studies have always concentrated on the production function or market-size variables. I try to show that consumer behavior is also relevant to the determination of monopoly power in consumer industries. Location theory has also ignored the consumer's lack of information. Since many trips to a store are, in part, quests for information, the location of retail stores can be profoundly affected by consumer efforts to acquire information. I shall also try to show that advertising and inventory policy are affected by consumer ignorance about quality differences among brands. All of these impacts of consumer ignorance have remained unexplored because economists have not developed a systematic analysis of consumer quests for information about quality differences. Information about quality differs from information about price because the former is usually more expensive to buy than the latter. Indeed this is one reason we expect the variance in the utility of quality facing a consumer to be greater than the variance in the utility of price. This difference in the price of information can lead to fundamentally
5,548 citations
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TL;DR: The authors examine the effect of consumer reviews on relative sales of books at Amazon.com and Barnesandnoble.com, and find that reviews are overwhelmingly positive at both sites, but there are more reviews and longer reviews at Amazon and that an improvement in a book's reviews leads to an increase in relative sales.
Abstract: The authors examine the effect of consumer reviews on relative sales of books at Amazon.com and Barnesandnoble.com. The authors find that (1) reviews are overwhelmingly positive at both sites, but there are more reviews and longer reviews at Amazon.com; (2) an improvement in a book's reviews leads to an increase in relative sales at that site; (3) for most samples in the study, the impact of one-star reviews is greater than the impact of five-star reviews; and (4) evidence from review-length data suggests that customers read review text rather than relying only on summary statistics.
4,180 citations
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TL;DR: In this paper, the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles is studied. But the authors employ a vector autoregressive (VAR) modeling approach.
Abstract: The authors study the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles. Because social network sites record the electronic invitations from existing members, outbound WOM can be precisely tracked. Along with traditional marketing, WOM can then be linked to the number of new members subsequently joining the site (sign-ups). Because of the endogeneity among WOM, new sign-ups, and traditional marketing activity, the authors employ a vector autoregressive (VAR) modeling approach. Estimates from the VAR model show that WOM referrals have substantially longer carryover effects than traditional marketing actions and produce substantially higher response elasticities. Based on revenue from advertising impressions served to a new member, the monetary value of a WOM referral can be calculated; this yields an upper-bound estimate for the financial incentives the firm might offer to stimulate WOM.
2,322 citations