Using online conversations to study word-of-mouth communication
Using online conversations to study word-of-mouth communication
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DOI：
10.1287/mksc.1040.0071
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发表时间：
2004-09-01
影响因子：
5
通讯作者：
Mayzlin, D
中科院分区：
文献类型：
--
作者：
Godes, D;Mayzlin, D
经理们对口碑传播非常感兴趣，因为他们相信我的产品是成功的。与它所产生的口碑有关。然而，与衡量口碑相关的至少有三个重大挑战。首先，如何收集数据？因为信息是在私人谈话中交换的，所以传统上很难直接观察。其次，我们应该衡量这些对话的哪些方面？第三个挑战来自这样一个事实，即口碑不是外生的。虽然公司对从口碑到未来销售的映射非常感兴趣，但我们也必须认识到，口碑是过去销售的结果。我们的主要目标是应对这些挑战。作为我们研究的背景，我们选择了1999-2000赛季的新电视节目。我们的口碑对话来源是Usenet，这是一个由数千个不同主题的新闻组组成的集合。我们发现，在线对话可能提供了一个简单且经济高效的机会来衡量口碑。我们表明，在电视收视率的动态模型中，衡量跨社区对话分散程度的指标具有解释能力。
Managers are very interested in word-of-mouth communication because they believe that I product's success. is related to the word of mouth that it generates. However, there are at least three significant challenges associated with measuring word of mouth. First, how does one gather the data? Because the information is exchanged in private conversations, direct observation traditionally has been difficult. Second, what aspect of these conversations should one measure? The third challenge comes from the fact that word of mouth is not exogenous. While the mapping from word of mouth to future sales is of great interest to the firm, we must also recognize that word of mouth is an outcome of past sales. Our primary objective is to address these challenges. As a context for our study, we have chosen new television (TV) shows during the 1999-2000 seasons. Our source of word-of-mouth conversations is Usenet, a collection of thousands of newsgroups with diverse topics. We find that online conversations may offer an easy and cost-effective opportunity to measure word of mouth. We show that a measure of the dispersion of conversations across communities has explanatory power in a dynamic model of TV ratings.