publication . Article . Other literature type . 2017

Not all digital word of mouth is created equal: Understanding the respective impact of consumer reviews and microblogs on new product success

Thorsten Hennig-Thurau; Caroline Wiertz; André Marchand;
Open Access
  • Published: 01 Jun 2017 Journal: International Journal of Research in Marketing, volume 34, pages 336-354 (issn: 0167-8116, Copyright policy)
  • Publisher: Elsevier BV
  • Country: United Kingdom
Abstract
The expansion of the Internet and social media have triggered a differentiation of the word-of-mouth (WOM) concept, with consumer communication about brands and products now taking place in various settings and forms. Two important digital WOM types are microblogs and consumer reviews. To clarify their differential roles for product success, this study offers a theoretical framework of the influence of these two types of WOM, drawing from consumer information search theory and diffusion theory. The tests of the proposed framework use a longitudinal data set of video game sales and weekly information gathered from microblogs (i.e., over 13 million tweets from Twi...
Subjects
free text keywords: HD, Search theory, Social media, Word of mouth, Microblogging, Advertising, Marketing, Consumer information, Business, New product development, business.industry, The Internet, Video game
Related Organizations
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