"Can the Presence of Online Word of Mouth Increase Product Sales?" by Alanah Mitchell

Selected Works of Deepak Khazanchi

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

Marketing Research

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

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Document Type

Article

Publication Date

7-1-2010

Disciplines

Databases and Information Systems,
E-Commerce,
Marketing and
Technology and Innovation

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.

Citation Information

Alanah Mitchell and Deepak Khazanchi. "Can the Presence of Online Word of Mouth Increase Product Sales?" Marketing Research (2010) p. 20 - 25
Available at: http://works.bepress.com/khazanchi/8/