USER-GENERATED CONTENT AS WORD-OF-MOUTH

被引：12
|
作者：
Ramirez, Edward [1 ]
Gau, Roland [1 ]
Hadjimarcou, John [1 ]
Xu, Zhenning [2 ]
机构：
[1] Univ Texas El Paso, Coll Business Adm, Mkt, El Paso, TX 79968 USA
[2] Univ Southern Maine, Sch Business, Mkt, Portland, ME USA
来源：
JOURNAL OF MARKETING THEORY AND PRACTICE | 2018年 / 26卷 / 1-2期
关键词：
D O I：
10.1080/10696679.2017.1389239
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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.
引用
收藏
页码：90 / 98
页数：9
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