The Spillover Effect in E-Wom

This paper analyzes the effects of electronic word of mouth (e-WOM) on consumers’ behavior. The influence on related products is also examined. We created an experimental website with three versions, one with positive opinions, one with negative ones, and a third website with neutral opinions about a product. Results indicate that consumer behavior is clearly influenced by others’ opinions. Our study demonstrates that there is a spillover effect towards related products derived from an e-WOM process. These results corroborate the relevance of this interpersonal influence on the Internet.



Citation:

Maria Sicilia, Salvador Ruiz, and Gita V. Johar (2007) ,"The Spillover Effect in E-Wom", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 15-16.

Authors

Maria Sicilia, University of Murcia, Spain
Salvador Ruiz, University of Murcia, Spain
Gita V. Johar, Columbia University, USA



Volume

E - European Advances in Consumer Research Volume 8 | 2007



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