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Essays on Online Word of Mouth.

Gopinath, Shyam.

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Essays on Online Word of Mouth.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Essays on Online Word of Mouth./
作者:	Gopinath, Shyam.
面頁冊數:	107 p.
附註:	Source: Dissertation Abstracts International, Volume: 72-08, Section: A, page: .
Contained By:	Dissertation Abstracts International72-08A.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3456557
ISBN:	9781124661230

Essays on Online Word of Mouth.
Gopinath, Shyam.

Essays on Online Word of Mouth. - 107 p.

Source: Dissertation Abstracts International, Volume: 72-08, Section: A, page: .

Thesis (Ph.D.)--Northwestern University, 2011.

Published research in this new and emerging area has mainly addressed how Online Word of Mouth (OWOM) links to firm performance. The main objective of this dissertation is to add to this extant literature by providing a framework to investigate the time-varying roles played by the content of both OWOM and advertising on firm performance (chapter 1), to understand differences across geographic markets in their responsiveness to OWOM and advertising measures (chapter 2), and to understand how online reviews affect the optimal pricing strategy of a firm (chapter 3).

ISBN: 9781124661230Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Essays on Online Word of Mouth.
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245 1 0 $a Essays on Online Word of Mouth.
300 $a 107 p.
500 $a Source: Dissertation Abstracts International, Volume: 72-08, Section: A, page: .
500 $a Adviser: Lakshman Krishnamurthi.
502 $a Thesis (Ph.D.)--Northwestern University, 2011.
520 $a Published research in this new and emerging area has mainly addressed how Online Word of Mouth (OWOM) links to firm performance. The main objective of this dissertation is to add to this extant literature by providing a framework to investigate the time-varying roles played by the content of both OWOM and advertising on firm performance (chapter 1), to understand differences across geographic markets in their responsiveness to OWOM and advertising measures (chapter 2), and to understand how online reviews affect the optimal pricing strategy of a firm (chapter 3).
520 $a Chapter 1 is in the context of cell phones. The first key finding is that only recommendation related online conversations has a direct impact on sales. Moreover, this impact increases over time. On the other hand, the impact of both Attribute Advertising and Emotion Advertising is the greatest when the product is new and decreases as the product starts to mature. The second insight is that when the product is new, attribute related conversations is the key driver of Recommendation OWOM whereas as the product starts to mature the emotion related conversations become the dominant driver.
520 $a Chapter 2 is in the context of the U.S. motion-picture industry. The identification strategy uses the variation in box-office performance across markets to estimate movie fixed effects (that "absorb" the "average" effects of blogs across markets) and deviations (from the average effect) of the effects of blogs across markets, while controlling for other observed and unobserved factors that influence local-market box-office performance. Then the average blog and advertising effects are recovered by regressing the movie fixed effects on market invariant factors such as blogs, pre-release national advertising, etc., while using instrumental variables to deal with the correlated unobservables problem.
520 $a Chapter 3 uses a game-theoretic approach to model the role of online reviews in deriving a firm's optimal pricing strategy. There are two main finding from the analyses. First, an increase in the proportion of satisfaction OWOM content may lead to higher firm profit and faster new product diffusion. Second, there is a moderating effect of the correlations in the preferences between OWOM senders and receivers.
590 $a School code: 0163.
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650 4 $a Web Studies. $3 1026830
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710 2 $a Northwestern University. $b Marketing. $3 1043982
773 0 $t Dissertation Abstracts International $g 72-08A.
790 1 0 $a Krishnamurthi, Lakshman, $e advisor
790 1 0 $a Chintagunta, Pradeep $e committee member
790 1 0 $a Chen, Yuxin $e committee member
790 1 0 $a Anderson, Eric $e committee member
790 $a 0163
791 $a Ph.D.
792 $a 2011
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3456557