USER-GENERATED CONTENT AS WORD-OF-MOUTH

The objective of this research is to identify two harvestable word-of-mouth (WOM) proxies and test their construct validity. Bivariate measures of association of user-generated content (UGC) data compiled from Facebook.com on sixty-one firms across nine markets suggest the WOM proxies were positivel...

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Bibliographic Details
Published in:Journal of marketing theory and practice 2018-04, Vol.26 (1-2), p.90-98
Main Authors: Ramirez, Edward, Gau, Roland, Hadjimarcou, John, Xu, Zhenning (Jimmy)
Format: Article
Language:English
Subjects:
Advertising
Behavior
Business communications
Celebrities
Consumer behavior
Consumers
Marketing
Outdoor advertising
Prices
Quantitative psychology
Research methodology
Researchers
Science
Securities markets
Social networks
Social research
Stock prices
Trust
User generated content
Validation studies
Validity
Word of mouth advertising
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Summary:The objective of this research is to identify two harvestable word-of-mouth (WOM) proxies and test their construct validity. Bivariate measures of association of user-generated content (UGC) data compiled from Facebook.com on sixty-one firms across nine markets suggest the WOM proxies were positively correlated, maintaining varying relationships with firms' stock market performance. Study two uses time-series analysis to demonstrate that these WOM proxies change in tandem with stock prices, implying that they are sensitive to firm behaviors and that UGC is a leading indicator of stock market performance. As such, the findings provide managers with a tool to more accurately assess impressions of the firm.
ISSN:1069-6679
1944-7175
DOI:10.1080/10696679.2017.1389239