IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v170y2024ics0148296323006884.html
   My bibliography  Save this article

Post diversity: A new lens of social media WOM

Author

Listed:
  • Dong, Xiaodan
  • Zhang, Zelin
  • Zhang, YiJing
  • Ao, Xiang
  • Tang, Tanya (Ya)

Abstract

Social media word of mouth (WOM) involves much interaction and engagement between users in their own networks. The feature of reposting on social media allows WOM to spread fast and easily. Original posts or reposts can be easily identified, perceived, and processed by social media users for purchase decisions. Then, we propose to investigate social media WOM post diversity, which reflects the variation of posts. Further, we propose that the relationship between social media WOM post diversity and sales can be conditional on the three previously established dimensions: volume, valence, and variance. The findings, reflecting approximately 1.5 million posts about 51 movies on a social media site, suggest that WOM post diversity, as measured by post entropy, positively associates with movie sales, contingent on low WOM volume, high valence, and high variance.

Suggested Citation

  • Dong, Xiaodan & Zhang, Zelin & Zhang, YiJing & Ao, Xiang & Tang, Tanya (Ya), 2024. "Post diversity: A new lens of social media WOM," Journal of Business Research, Elsevier, vol. 170(C).
    • Handle: RePEc:eee:jbrese:v:170:y:2024:i:c:s0148296323006884
    DOI: 10.1016/j.jbusres.2023.114329
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296323006884
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2023.114329?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:170:y:2024:i:c:s0148296323006884. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.