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



Share Proceeding

Featured papers

See More

Featured

Felt Ambivalence: Exploring the Storage Structure and Role of Situational Relevance on the Accessibility of Dominant and Conflicting Reactions

Amit Surendra Singh, Ohio State University, USA
H. Rao Unnava, University of California, Davis

Read More

Featured

Trust in the Holy or the Material: The Combined Impact of Religiousness and Materialism on Life Satisfaction

Kelly Gabriel, Vilanova University, USA
Aronte Bennett, Vilanova University, USA

Read More

Featured

F6. Can CSR Save a Firm From a Crisis? A Role of Gratitude in the Buffering Effect of CSR on Consumer Vindictive Behavior.

Junghyun Kim, NEOMA Business School
Taehoon Park, University of South Carolina, USA
Myungsuh Lim, Sangji University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.