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.
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.