IDEAS home Printed from https://ideas.repec.org/a/ids/ijimad/v12y2018i1p69-90.html
   My bibliography  Save this article

Timing effects of opinion leader's electronic word of mouth

Author

Listed:
  • Tong Bao
  • Tung-Lung Steven Chang

Abstract

Companies are increasingly interested in recruiting opinion leaders to spread electronic word of mouth (eWOM). Prior research has demonstrated the sales effects of such eWOM. An unexplored question for this practice is when the opinion leaders should disseminate their eWOM. An implicit assumption is that companies should use opinion leaders at the beginning of product launch. Using a dataset of Amazon customer review, we demonstrate that opinion leader's eWOM should be spread out by arriving as early as possible, and continuing to be present. In addition, the impact of variance of timing on sales follows an inverse U shape. The marketing implications of timing effects of opinions leaders' eWOM in terms of entry, span and intensity are addressed.

Suggested Citation

  • Tong Bao & Tung-Lung Steven Chang, 2018. "Timing effects of opinion leader's electronic word of mouth," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 12(1), pages 69-90.
    • Handle: RePEc:ids:ijimad:v:12:y:2018:i:1:p:69-90
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=89217
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    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:ids:ijimad:v:12:y:2018:i:1:p:69-90. 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: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=84 .

    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.