Earticle

초록

영어

As social media are increasingly being used as a marketing platform, electronic word-of-mouth (eWOM) has also become popular in both research and business areas. However, although many studies have examined the effect of eWOM, the products investigated in most of these studies, such as films or books, are not likely to be consumed daily. Therefore, in this study, we analyze the effect of eWOM on low involvement products, which are inexpensive and enough for everyday spending. Given that low involvement products have unique characteristics such as low price, we conduct an experiment using a real sales dataset related to soft drinks. We also analyze the effect of eWOM in two social media platforms. We find that eWOM influences the sales of low involvement products, but such influence is dependent on the characteristic of the social media platform. Based on these results, we suggest that marketers and retailers selling low involvement products must consider eWOM, such as reviews, and differentiate their strategies based on their focused social media platform.

목차

ABSTRACT
 Ⅰ. Introduction
 Ⅱ. Research Background and Hypotheses
  2.1. Product Involvement
  2.2. eWOM
 Ⅲ. Methodology
  3.1. Data
  3.2. Research Model
 Ⅳ. Experimental Results
 V. Conclusion
 Acknowledgment
 

저자

• Youngeui Kim [ 김영의 | Researcher, Department of Social Network Science, Kyung Hee University, Korea ]
• Hyun Sil Moon [ 문현실 | Research Doctor, School of Management, Kyung Hee University, Korea ]
• Jae Kyeong Kim [ 김재경 | Professor, School of Management, Kyung Hee University, Korea ] Corresponding author

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