Measuring the value of electronic word of mouth and its impact in consumer communities
Year: 2007
Type: article
Abstract: Marketing practitioners have recognized a need to measure customer-generated media in addition to the traditional marketing metrics. Message boards, chat rooms, blogs, and virtual brand communities have become important venues for customer-generated media.These communities can be modeled as two distinct, albeit connected, networks: social and informational. These networks change over time under the influence of online word of mouth. This study introduces adapted PageRank (APR), a new metric for measuring the value a community assigns each word-of-mouth instance and the value the community assigns to the members that create them. That metric is used to empirically support a model explaining how highly-valued information builds the social network. These communities are egalitarian in assigning value to informational content, without regard to the status of its source, and highly-valued content explains 10% of social network growth.
Source: Journal of Interactive Marketing
DOI: 10.1002/dir.20078
Author: Paul Dwyer
Institutions: Willamette University, Texas A&M University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2134965592