Babic rosario 2016

Question 1

study framework ewom dimensions 4x

Answer 1

platforms: latform type, ewom sender and messager, platform matrity, platform posting costs
metrics,
products: type, stage in product lfe cycle PLC

Question 2

platform types

Answer 2

Platform types (e-commerce, review and social media platforms)

Question 3

eWOM message details 3x

Answer 3

helpfulness rating & time stamp
visibility (e.g., number of scrolls needed to access eWOM)
structured display of eWOM

Question 4

eWOM sender details 2x

Answer 4

homophily (e.g., avatar, profile page, geographic location)

trustworthiness (e.g., real names, duration of membership, contact information)

Question 5

Financial risk:

Answer 5

when financial risk is high, consumers rely more on eWOM for assurance

Question 6

Functional risk and EWOm 3x

Answer 6

sampling, purchase, or additional information is required in order to evaluate the quality of services (Zeithaml 1981)

for hedonic products eWOM helps consumers identify the products that best match their idiosyncratic preferences (Moe and Trusov 2011)

eWOM reduces uncertainty of new products (Moe and Trusov 2011)

Question 7

What is the overall effect of eWOM on sales?

Answer 7

positive and not negligible

Question 8

On which platforms to focus? 3x

Answer 8

e-commerce platforms; platforms with more homophily cues; more visible eWOM and less structured display of the information

Question 9

For which products?

Answer 9

New products; products with higher financial risk

Question 10

What is the best platform-product combination?

Answer 10

e-commerce sites & new products; asymmetric effects (e.g., on social media eWOM is more effective for services, but for services eWOM is not more effective on social media)

Question 11

Which metric to focus on? 3x

Answer 11

eWOM volume (bandwagon effect), positive volume, variance; negative eWOM does not necessarily hurts sales but high variability does