In this paper the importance of word of mouth for marketing management in the twenty-first century will be discussed. After a short introduction, there will be a focus on the demarcations and problems of traditional marketing. Then, in the third section, word of mouth (WOM) and word-of-mouth...

Our study examines the impact of both a demand side factor (online user reviews) and a supply side factor (product variety) on the long tail and superstar phenomena in the context of online software downloading. The descriptive analysis suggests a significant superstar download pattern and also...

Online social communities have become an important communication channel for people to share and discover information. Pieces of information spread within the community via the underlying social network, from one individual to another. However, with the unprecedented ease and low cost of...

The rise of online reviews written by consumers makes possible an examination of how the content and style of these word-of-mouth messages contribute to their helpfulness. In this study, consumers are asked to judge the value of real online consumer reviews to their simulated shopping...

Using book review data on Amazon.com, the authors extend current research into online consumer reviews by empirically investigating the context dependence effect in the review writing process. They find that when product quality remains constant, later reviews tend to differ from previously...

This paper examines the impact of social capital on advertisement prices in an online social network. Specifically, I show that a widely-employed measure of social capital - network constraint - explains variation in prices of 846 banner advertisements appearing within a social network formed by...

This research studies a psychosocial cost associated with positive word of mouth (WOM): positive WOM can decrease the uniqueness of one’s possessions, which hurts high-uniqueness individuals (pilot study 1). As a result, high- (vs. low-) uniqueness individuals are less willing to generate...

The emergence of social media has made it easy to share information between customers and marketers, which in turn has impacted marketing activities to a great deal. Hence, it is essential to identify how social media affects the consumer in making different purchase decisions. In this context,...

Objective - Brand Xiaomi launched its first smartphone in 2011 and in 2019, Xiaomi become the 4th largest smartphone manufacturer in the world. This extraordinary achievement has brought questions about how their product is marketed and promoted and how consumers are persuaded to buy their...