Can the Presence of Online Word of Mouth Increase Product Sales?

Authors

Alanah Mitchell, Appalachian State University
Deepak Khazanchi, University of Nebraska at OmahaFollow

Document Type

Article

Publication Date

Summer 2010

Publication Title

Marketing Research

First Page

20

Last Page

25

Abstract

The power and potential impact of online word of mouth has increased substantially. Consumers have come to accept and rely upon online word of mouth, so it is important to understand how it works and what kind of impact it has on online product sales. This article provides an assessment of this question through an analysis of sales and online word of mouth data from a multi-product e-commerce retail firm.

Recommended Citation

Mitchell, Alanah and Khazanchi, Deepak, "Can the Presence of Online Word of Mouth Increase Product Sales?" (2010). Information Systems and Quantitative Analysis Faculty Publications. 9.
https://digitalcommons.unomaha.edu/isqafacpub/9