| Group 1 Analyses of electronic WOM communication in blogs and microblogs, such as Twitter, and virtual social networks, such as Facebook, performed by analyzing interaction between brands and individuals. In certain cases, such studies involve analysis of the sharing of applications or media, such as video or a game, for example. |
Reach; Frequency; Adoption risk. |
Aral and Walker (2011Aral, S., & Walker, D. (2011). Creating social contagion through viral product design: A randomized trial of peer influence in networks. Management Science, 57(9), 1623-1639.); Groeger and Buttle (2014Groeger, L., & Buttle, F. (2014). Word-of-mouth marketing: Towards an improved understanding of multi-generational campaign reach. European Journal of Marketing, 48(7/8), 11860-1208.); Jansen, Zhang, Sobel, & Chowdury (2009Jansen, B., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the American Society for Information Science and Technology, 60(11), 2169-2188.); Nelson-Field et al. (2013Nelson-Field, K., Riebe, E., & Newstead, K. (2013). The emotions that drive viral video. Australasian Marketing Journal, 21(4), 205-211.); Schulze, Schöler, L., & Skiera (2014Schulze, C., Schöler, L., & Skiera, B. (2014). Not all fun and games: Viral marketing for utilitarian products. Journal of Marketing, 78(1), 1-19. ). |
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Group 2 Correlational and experimental studies investigating electronic WOM communication by means of latent variables supported by methods based on questionnaires, with samples of different contexts, such as college and undergraduate students and young adults, applied to different digital platforms. |
Electronic WOM intention; Forwarding online content; Frequency of sending; Frequency of visits to digital platforms; Number of comments written on opinion platforms; Opinion leadership; Opinion giving; Opinion passing; Opinion seeking; Probability of forwarding. |
Camarero and San José (2011Camarero, C., & San José, R. (2011). Social and attitudinal determinants of viral marketing dynamics. Computers in Human Behavior, 27(6), 2292-2300.); Chu and Kim (2011Chu, S., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75.); Eckler and Bolls (2011Eckler, P., & Bolls, P. (2011). Spreading the virus emotional tone of viral advertising and its effect on forwarding intentions and attitudes. Journal of Interactive Advertising, 11(2), 1-11.); Harvey, Stewart, & Ewing (2011Harvey, C. G., Stewart, D. B., & Ewing, M. T. (2011). Forward or delete: What drives peer-to-peer message propagation acrosss social networks? Journal of Consumer Behavior, 10(6), 365-372.); Hennig-Thurau et al. (2004Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.); Ho and Dempsey (2010Ho, J. Y. C., & Dempsey, M. (2010). Viral marketing: Motivations to forward online contents. Journal of Business Research, 63(9), 1000-1006.); Sohn (2009Sohn, D. (2009). Disentangling the effects of social network density on electronic word-of-mouth (eWOM) intention. Journal of Computer-Mediated Communication, 14(2), 352-367.); Southgate, Westoby, & Page (2010Southgate, D., Westoby, N., & Page, G. (2010). Creative determinats of viral video viewing. International Journal of Advertising, 29(3), 349-368.); Sun, Youn, Wu, & Kuntaraporn, (2006Sun, T., Youn, S., Wu, G., & Kuntaraporn, M. (2006). Online word-of-mouth (or Mouse): An exploration of its antecedents and consequences. Journal of Computer-Mediated Communication, 11(4), 1104-1127.). |
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Group 3 Studies which analyze the effects of reviews and individual incentive strategies for practicing electronic WOM in environments such as information-sharing services (Yahoo!Movies) and online retailer services, such as Amazon.com. |
Purchases based on recommendations; Number of recommendations sent; Number of online reviews; Placing of a certain product on the sales ranking; Reasons for the success of recommendations; Sales volume. |
Ahrens, Coyle, & Strahilevitz (2013Ahrens, J., Coyle, J. R., & Strahilevitz, M. A. (2013). Electronic word of mouth: The effects of incentives on e-referrals by senders and receivers. European Journal of Marketing, 47(7), 1034-1051.); Chevalier and Mayzlin (2006Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Reserach, 43(3), 345-354.); Duan, Gu, & Whinston (2008Duan, W., Gu, B., & Whinston, A. B. (2008). The dynamics of online word-of-mouth and product sales: An empirical investigation of the movie industry. Journal of Retailing, 84(2), 233-242.); Zhang, Ma, & Cartwright (2013Zhang, L., Ma, B., & Cartwright, D. K. (2013). The impact of online user reviews on câmera sales. European Journal of Marketing, 47(7), 1115-1128.) |
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Group 4 Research focusing on the analysis and proposal of analytical models and message propagation dynamics, by means of theoretical structures based on social networks and applied to e-mail, instant messaging and mobile telephony. |
Reach; Propagation; Average number of users reached by a particular message; Number of recommendations. |
Bampo, Ewing, Mather, Stewart, & Wallace (2008Bampo, M., Ewing, M. T., Mather, D. R., Stewart, D., & Wallace, M. (2008). The effects of the social structure of digital networks on viral marketing performance. Information Systems Research, 19(3), 237-290.); De Bruyn and Lilien (2008De Bruyn, A., & Lilien, G. L. (2008). A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing, 25(3), 151-163.); Hinz et al. (2011Hinz, O., Skiera, B., Barrot, C., & Becker, J. U. (2011). Seeding strategies for viral marketing: An empirical comparison. Journal of Marketing, 75(6), 55-71.); Iribarren and Moro (2011Iribarren, J. L., & Moro, E. (2011). Branching dynamics of viral information spreading. Physical Review E, 84(4), 046116.); Leskovec, Adamic, & Huberman (2007Leskovec, J., Adamic, L. A., & Huberman, B. A. (2007). The dynamics of viral marketing. ACM Transactions on the Web, 1(1), 1-46.); Van der Lans et al. (2010Van der Lans, R., Van Bruggen, G., Eliashberg, J., & Wierenga, B. (2010). A viral branching model for predicting the spread of electronic word of mouth. Marketing Science, 29(2), 348-365.); Yang et al. (2010Yang, J., Yao, C., Ma, W., & Chen, G. (2010). A study of the spreading scheme of viral marketing based on a complex network model. Physica A, 389(4), 859-870.). |
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