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Cited by 1,112Digital Marketing and Social MediaConsumer Behavior and Marketing InfluenceConsumer Market Behavior and Pricing

The DOI matches its Crossref record; 79 of the 81 references it cites were found in a registry or an index.

The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform, Product, and Metric Factors

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Babić Rosario, Ana, Sotgiu, Francesca, De Valck, Kristine, Bijmolt, Tammo H.A.·2016·Journal of Marketing Research
DOI 10.1509/jmr.14.0380
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Abstract

The increasing amount of electronic word of mouth (eWOM) has significantly affected the way consumers make purchase decisions. Empirical studies have established an effect of eWOM on sales but disagree on which online platforms, products, and eWOM metrics moderate this effect. The authors conduct a meta-analysis of 1,532 effect sizes across 96 studies covering 40 platforms and 26 product categories. On average, eWOM is positively correlated with sales (.091), but its effectiveness differs across platform, product, and metric factors. For example, the effectiveness of eWOM on social media platforms is stronger when eWOM receivers can assess their own similarity to eWOM senders, whereas these homophily details do not influence the effectiveness of eWOM for e-commerce platforms. In addition, whereas eWOM has a stronger effect on sales for tangible goods new to the market, the product life cycle does not moderate the eWOM effectiveness for services. With respect to the eWOM metrics, eWOM volume has a stronger impact on sales than eWOM valence. In addition, negative eWOM does not always jeopardize sales, but high variability does.

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Research works printed but not linked: 4

  1. Hiura Kazuki, 2010, Journal of eBusiness, 10, 38
  2. Lipsey Mark W., 2001, Applied Social Research Methods Series Practical Meta-Analysis
  3. Rosenthal Robert, 1988, Applied Social Research Methods Series Meta-Analytic Procedures for Social Research
  4. Zeithaml Valarie A., 1981, Marketing of Services, 186

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Metadata

Authors
Babić Rosario, A., Sotgiu, F., De Valck, K., & Bijmolt, T. H. A.
Affiliations
  • HEC Paris
  • Vrije Universiteit Amsterdam (NL)
  • Faculty of Economics and Business, University of Groningen
  • Paris
Corresponding author
  • Sotgiu, Francesca
  • Bijmolt, Tammo H.A.
ORCID
Venue
Journal of Marketing Research
Publisher
SAGE Publications
Published
2016-06
Volume
53
Issue
3
Pages
297-318
ISSN
  • 0022-2437 (ISSN-L)
  • 1547-7193
DOI
10.1509/jmr.14.0380
OpenAlex
W2239794783
Cited by
1,073
References
81
Citations by year
2026: 99 · 2025: 85 · 2024: 108 · 2023: 141 · 2022: 143 · 2021: 124 · 2020: 117 · 2019: 110 · 2018: 83 · 2017: 39 · 2016: 23
FWCI
161.09
Type
journal article
Language
en
Open access
Licence
Locations
  • Journal of Marketing Research (publishedVersion)
  • Digital Commons - DU (University of Denver) (submittedVersion, cc-by-nc-nd)
  • University of Groningen research database (University of Groningen / Centre for Information Technology) (submittedVersion, other-oa)
  • VU Research Portal (submittedVersion)
  • Data Archiving and Networked Services (DANS) (submittedVersion)
Funders
  • Agence Nationale de la Recherche (LABX-0047, ANR-11-IDEX-0003, ANR-11-LABX-0047, ANR-11-IDEX)
  • Fondation HEC (ANR‐11‐IDEX‐0003/Labex Ecodec/ANR‐11‐LABX‐0047, Ecodec/ANR-11-LABX-0047, ANR-11-IDEX-0003/Labex, F1307)
  • Labex Ecodec (ANR-11-IDEX-0003/Labex Ecodec/ANR-11-LABX-0047, ANR - 11-LABX-0047, ANR-11-IDEX-0003/Labex, Ecodec/ANR-11-LABX-0047, ANR-11-IDEX-0003)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
Keywords
electronic word of mouth, sales, social networking sites, e-commerce platforms, homophily, product life cycle, tangible goods, service, purchase decision

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