Platforms · Meta-analysis of empirical eWOM-sales research
The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform, Product, and Metric Factors
Journal of Marketing Research · 2016
Summary
Looking across the studies, stronger online word of mouth effects for tangible goods that are new to the market; product life cycle did not moderate the effect for services.
For your marketing
Possible founder application
Measure the amount and sentiment of customer discussion separately and connect both to sales outcomes. Treat review volume and valence as distinct signals, not interchangeable scores.
Reported result
What the study found
The synthesis reports stronger eWOM effects for tangible goods that are new to the market; product life cycle did not moderate the effect for services. eWOM volume had a stronger effect on sales than valence in the analyzed studies.
Research question
What the authors investigated
How do platform, product and measurement choices moderate the relationship between electronic word of mouth and sales?
Design
A meta-analysis synthesizes empirical studies of eWOM and sales and tests whether platform, product type and eWOM metrics explain differences in prior findings.
Sample and setting
Cross-study evidence covering online platforms, product types and eWOM measures; the publisher abstract reviewed here does not report the number of studies.
Scope and transfer
Limitations to keep in view
Meta-analytic estimates depend on the included studies, platform era and definitions of sales and eWOM. The results concern broad product/service categories and do not predict a particular SaaS review program.
Research sources
Journal of Marketing Research publisher abstract; claims are confined to its stated moderators and reported results.