Mathematics – Statistics Theory
Scientific paper
2006-09-08
Statistical Science 2006, Vol. 21, No. 2, 277-285
Mathematics
Statistics Theory
Published at http://dx.doi.org/10.1214/088342306000000169 in the Statistical Science (http://www.imstat.org/sts/) by the Insti
Scientific paper
10.1214/088342306000000169
The emergence of online communities has enabled firms to monitor consumer-generated online word-of-mouth (WOM) in real-time by mining publicly available information from the Internet. A prerequisite for harnessing this new ability is the development of appropriate WOM metrics and the identification of relationships between such metrics and consumer behavior. Along these lines this paper introduces a metric of a purchasing population's propensity to rate a product online. Using data from a popular movie website we find that our metric exhibits several relationships that have been previously found to exist between aspects of a product and consumers' propensity to engage in offline WOM about it. Our study, thus, provides positive evidence for the validity of our metric as a proxy of a population's propensity to engage in post-purchase online WOM. Our results also suggest that the antecedents of offline and online WOM exhibit important similarities.
Dellarocas Chrysanthos
Narayan Ritu
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