12J Effect of Online Wom (Word of Mouth) on Product Sales: Focusing on Channel Characteristics
This research takes two different online WOM (Word of Mouth) channels, Twitter and blog, and then analyzes their effect in automobile industry. More specifically, we hypothesize and show that effects of WOM channels on a product sales may differ, since channels have their own unique traits.
Jaihyun Jeon, Taewook Lim, Byung-do Kim, and Junhee Seok (2019) ,"12J Effect of Online Wom (Word of Mouth) on Product Sales: Focusing on Channel Characteristics", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 976-976.
Jaihyun Jeon, Seoul National University, South Korea
Taewook Lim, Seoul National University, South Korea
Byung-do Kim, Seoul National University, South Korea
Junhee Seok, Seoul National University, South Korea
NA - Advances in Consumer Research Volume 47 | 2019
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