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首页> 外文期刊>International Journal of Internet Marketing and Advertising >Timing effects of opinion leader's electronic word of mouth
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Timing effects of opinion leader's electronic word of mouth

机译：意见领袖电子口碑的时间效应

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摘要

Companies are increasingly interested in recruiting opinion leaders to spread electronic word of mouth (eWOM). Prior research has demonstrated the sales effects of such eWOM. An unexplored question for this practice is when the opinion leaders should disseminate their eWOM. An implicit assumption is that companies should use opinion leaders at the beginning of product launch. Using a dataset of Amazon customer review, we demonstrate that opinion leader's eWOM should be spread out by arriving as early as possible, and continuing to be present. In addition, the impact of variance of timing on sales follows an inverse U shape. The marketing implications of timing effects of opinions leaders' eWOM in terms of entry, span and intensity are addressed.
机译：公司对招募意见领袖以传播电子口碑（eWOM）的兴趣日益浓厚。先前的研究已经证明了这种eWOM的销售效果。对于这种做法，一个尚待探讨的问题是意见领袖应何时发布其eWOM。一个隐含的假设是，公司应在产品发布之初就使用意见领袖。通过使用Amazon客户评论的数据集，我们证明了意见领袖的eWOM应该通过尽早到达并继续存在来散布。此外，时间差异对销售的影响呈倒U形。论述了意见领袖eWOM的时间影响在进入，跨度和强度方面的市场影响。

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