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

Cenying Yang; Cheng Zhang

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 host publication) › peer-review

Overview

2 Scopus Citations

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Author(s)

Cenying Yang
Cheng Zhang

Detail(s)

Original language	English
Title of host publication	Pacific Asia Conference on Information Systems, PACIS 2016 - Proceedings
Publisher	Pacific Asia Conference on Information Systems
ISBN (Print)	9789860491029
Publication status	Published - 2016
Externally published	Yes

Publication series

Name	Pacific Asia Conference on Information Systems, PACIS 2016 - Proceedings

Conference

Title	20th Pacific Asia Conference on Information Systems, PACIS 2016
Place	Taiwan
City	Chiayi
Period	27 June - 1 July 2016

Link(s)

	Check@CityULib
Link to Scopus	https://www.scopus.com/record/display.uri?eid=2-s2.0-85011024603&origin=recordpage
Permanent Link	https://scholars.cityu.edu.hk/en/publications/publication(5b9e17ae-529c-4b12-a9b2-6851e1fd29c9).html

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)

[ RIS ] [ BibTeX ]

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 host publication) › peer-review

Yang, C & Zhang, C 2016, Dynamic effectiveness of electronic word-of-mouth and online display advertising on offline sales. in Pacific Asia Conference on Information Systems, PACIS 2016 - Proceedings. Pacific Asia Conference on Information Systems, PACIS 2016 - Proceedings, Pacific Asia Conference on Information Systems, 20th Pacific Asia Conference on Information Systems, PACIS 2016, Chiayi, Taiwan, 27/06/16.

Yang, C., & Zhang, C. (2016). Dynamic effectiveness of electronic word-of-mouth and online display advertising on offline sales. In Pacific Asia Conference on Information Systems, PACIS 2016 - Proceedings (Pacific Asia Conference on Information Systems, PACIS 2016 - Proceedings). Pacific Asia Conference on Information Systems.

Yang C, Zhang C. Dynamic effectiveness of electronic word-of-mouth and online display advertising on offline sales. In 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).

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