Dynamic effectiveness of electronic word-of-mouth and online display advertising on offline sales

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)peer-review

2 Scopus Citations
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Author(s)

Detail(s)

Original languageEnglish
Title of host publicationPacific Asia Conference on Information Systems, PACIS 2016 - Proceedings
PublisherPacific Asia Conference on Information Systems
ISBN (Print)9789860491029
Publication statusPublished - 2016
Externally publishedYes

Publication series

NamePacific Asia Conference on Information Systems, PACIS 2016 - Proceedings

Conference

Title20th Pacific Asia Conference on Information Systems, PACIS 2016
PlaceTaiwan
CityChiayi
Period27 June - 1 July 2016

Abstract

The paper applies Kalman Filtering to investigate dynamic relationship between electronic word-ofmouth (e-WOM), online advertising and offline product sales. We explore three dimensions of e-WOM: volume, valence and variation. We construct online advertising in terms of page view of online display advertisement. Using a merged, multi-sourced, time series dataset, we reveal that all aspects of e-WOM are significantly related to sales. In initial stage, e-WOM volume takes the dominant effect in driving the sales, while e-WOM valence becomes more effective later on. And more dispersed opinions lead to higher sales. However, counter-intuitively, online advertising is not significantly related to offline sales. The paper enriches our understanding of the link between online marketing and offline sales.

Research Area(s)

  • Electronic word-of-mouth, Kalman Filtering, Offline sales, Online advertising

Bibliographic Note

Publication details (e.g. title, author(s), publication statuses and dates) are captured on an “AS IS” and “AS AVAILABLE” basis at the time of record harvesting from the data source. Suggestions for further amendments or supplementary information can be sent to lbscholars@cityu.edu.hk.

Citation Format(s)

Dynamic effectiveness of electronic word-of-mouth and online display advertising on offline sales. / Yang, Cenying; Zhang, Cheng.

Pacific Asia Conference on Information Systems, PACIS 2016 - Proceedings. Pacific Asia Conference on Information Systems, 2016. (Pacific Asia Conference on Information Systems, PACIS 2016 - Proceedings).

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)peer-review