Essays on Online Word of Mouth Público
Karaman, Hulya (Spring 2018)
Published
Abstract
The significance of online word of mouth (WOM) in customer decision making is increasing. Thus, it is becoming more and more important for marketers to understand online WOM. In my dissertation work, I study two distinct aspects of online WOM. More specifically, the first essay of my dissertation focuses on identifying the extent to which social influence impacts online reviews; the second essay addresses how online reviews of competitors shape consumer decision making. Additionally, I discuss the importance of how managers should respond when confronted with negative (positive) online reviews posted by highly dissatisfied (satisfied) reviewers in order to retain them as customers. Overall, my dissertation work provides managerial insights into how online reviews evolve over time, how they impact customer decision making, and how managers should respond to them.
Table of Contents
Table of Contents
CHAPTER I: Introduction ...…………………………………………………………….. 1
CHAPTER II: The Effect of Social Influence on Online Reviews ...…………………… 2
CHAPTER III: Competition and the Impact of Online Reviews on Product Financial Performance: Evidence from the Hotel Industry ...…………………......……… 44
CHAPTER IV: Future Work ……………………………...…………………………… 83
REFERENCES ………………………………………………………………………… 86
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Essays on Online Word of Mouth () | 2018-04-02 22:12:31 -0400 |
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