The unrealized value of incentivized eWOM recommendations
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Kim, Naylor, Sivadas, & Sugumaran (2016) studied incentivized e-WOM recommendations and concluded that manipulating reviews will have impacts on both the audience and the communicator depending on the valence of the recommendation.
“Kim, Naylor, Sivadas, & Sugumaran (2016) have studied incentivized (inorganic) e-WOM recommendations and concluded that manipulating reviews will have impacts not only on the audience but also on the communicator (the producer of the manipulated recommendations) depending on the valence of the recommendation (positive or negative).”
From Setting the future of digital and social media marketing research: Perspectives and research propositions (2021) · cites this paper as Kim, Naylor, Sivadas, & Sugumaran (2016)
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- Authors
- Kim, J., Naylor, G., Sivadas, E., & Sugumaran, V.
- Affiliations
- Oakland University (US)
- University of Nevada, Las Vegas (US)
- University of Washington Tacoma (US)
- Corresponding author
- Kim, John
- Venue
- Marketing Letters
- Published
- 2015-03-06
- Volume
- 27
- Issue
- 3
- Pages
- 411-421
- ISSN
- 0923-0645 (ISSN-L)
- 1573-059X
- OpenAlex
- W1981707813
- Cited by
- 56
- References
- 24
- Citations by year
- 2025: 3 · 2024: 6 · 2023: 10 · 2022: 4 · 2021: 9 · 2020: 7 · 2019: 3 · 2018: 6 · 2017: 3 · 2016: 3 · 2015: 2
- FWCI
- 15.48
- Type
- journal article
- Language
- en
- Open access
- closed
- Licence
- www.springer.com/tdm (tdm)
- Locations
- Marketing Letters (publishedVersion)
- University of Washington Tacoma Digital Commons (University of Washington Tacoma) (submittedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Keywords
- electronic word of mouth, attitude change
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