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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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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: Sotgiu, Francesca
Bijmolt, Tammo H.A.
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: green
digitalcommons.du.edu
Licence: cc-by-nc-nd
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
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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The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform, Product, and Metric Factors

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