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  • 2015
  • Working Paper

Online Word of Mouth and Product Review Disagreement

By: Frank Nagle and Christoph Riedl
Studies of online word of mouth have frequently posited―but never systematically conceptualized and explored―that the level of disagreement between existing product reviews can impact the volume and the valence of future reviews. In this study we develop a theoretical... View Details
Keywords: Online Word Of Mouth; Online Communities; Viral Marketing; Online Product Reviews; Quality; Internet and the Web; Consumer Behavior; Marketing Reference Programs; Social and Collaborative Networks; Digital Marketing; Analytics and Data Science
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  • 2014
  • Article

Drivers and Dynamics of Online Word of Mouth

By: Frank Nagle and Christoph Riedl
Keywords: Online Word Of Mouth; Online Communities; Online Product Reviews; Internet and the Web; Consumer Behavior; Marketing Reference Programs; Digital Marketing
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  • 28 Sep 2012
  • Conference Presentation

Online Word of Mouth and Product Quality Disagreement

By: Frank Nagle and Christoph Riedl
Related
  • Aug 2014
  • Conference Presentation

Online Word of Mouth and Product Quality Disagreement

By: Frank Nagle
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  • 15 Dec 2012 - 16 Dec 2012
  • Conference Presentation

Online Word of Mouth and Product Quality Disagreement

By: Frank Nagle and Christoph Riedl
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  • 2010
  • Article

Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics

By: Feng Zhu and Michael Zhang
This article examines how product and consumer characteristics moderate the influence of online consumer reviews on product sales using data from the video game industry. The findings indicate that online reviews are more influential for less popular games and games... View Details
Keywords: Internet Marketing; Online Consumer Reviews; Word Of Mouth; Long Tail; Internet and the Web; Marketing Reference Programs; Digital Marketing; Video Game Industry
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  • November–December 2021
  • Article

Does Gender Matter? The Effect of Management Responses on Reviewing Behavior

By: Davide Proserpio, Isamar Troncoso and Francesca Valsesia
We study the effect of management responses on the reviewing behavior of self-identified female and male reviewers. Using data from Tripadvisor, we show that after hotels begin to respond to reviews, the probability that a negative review comes from a self-identified... View Details
Keywords: Word Of Mouth; Online Reviews; Management Responses; E-commerce; Gender; Prejudice and Bias; Digital Platforms; Customers
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  • November 2021
  • Article

Ratings, Reviews, and the Marketing of New Products

By: Itay P. Fainmesser, Dominique Olié Lauga and Elie Ofek
We study how user-generated content (UGC) about new products impacts a firm's advertising and pricing decisions and the effect on profits and market dynamics. We construct a two-period model where consumers value quality and are heterogeneous in their taste for the new... View Details
Keywords: Online Reviews; Product Ratings; Social Networks; Word Of Mouth; Pricing; User-generated Content; Advertising; Product Marketing; Price; Consumer Behavior; Product Positioning; Social Media
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  • 2024
  • Working Paper

Lost in Transmission

By: Thomas Graeber, Shakked Noy and Christopher Roth
For many decisions, people rely on information received from others by word of mouth. How does the process of verbal transmission distort economic information? In our experiments, participants listen to audio recordings containing economic forecasts and are paid to... View Details
Keywords: Information Trnasmission; Word Of Mouth; Word-of-Mouth; Narratives; Reliability; Knowledge Sharing; Spoken Communication; Cognition and Thinking
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  • 18 Oct 2023
  • News

Spreading the Words

into the hands of its customers. His solution—electronic ticketing and online self-booking—came through the transformative power of digital technology. “Before long you start... View Details
Keywords: April White
  • 02 Oct 2015
  • News

The ‘F’ Word

Emory University, where she graduated with 40 percent more credits than required. A year out of HBS, Wallace and classmate Alex Nelson cofounded Quincy Apparel, an online retailer providing stylish,... View Details
Keywords: Walt Disney Studios
  • 22 Sep 2016
  • News

Words and Pictures

As a student in Professor Nitin Nohria’s LEAD class, in the spring of 2001, Tony Deifell (MBA 2002) was particularly captivated by the idea of reflective leadership. “We talked a lot about the human aspects... View Details
Keywords: Susan Young
  • March 2000 (Revised May 2000)
  • Case

Evolution of eCoverage in the Online Insurance Market, The

David Riker, the founder and chairman of eCoverage, an online insurance company, describes the various phases of company development, such as presenting a business plan, gathering a management team, getting the word out, and running the site. View Details
Keywords: Business or Company Management; Internet and the Web; Business Startups; Insurance Industry
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  • January 2018 (Revised January 2021)
  • Background Note

Customer Lifetime Social Value (CLSV)

By: Elie Ofek, Barak Libai and Eitan Muller
One of the hallmarks of the digital revolution is the rise of the socially connected consumer. Concomitantly, the ability of companies to affect and measure the social interactions among customers has grown tremendously. Consequently, in assessing the full value of... View Details
Keywords: Customer Lifetime Value; Customer Management; Social Contagion; Word Of Mouth; Customer Engagement; Customer Value and Value Chain; Measurement and Metrics; Customer Relationship Management
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  • 24 Mar 2008
  • Research & Ideas

Reducing Risk with Online Advertising

a buddy to do so. The second area of fraud—in some ways even more interesting to me—is online affiliate programs. The word "affiliate" simply means that the ultimate... View Details
Keywords: by Martha Lagace; Video Game; Web Services
  • 20 Feb 2013
  • News

Thanking Veterans Online

degree in Russian literature from Harvard. The colonel offered to write a letter of recommendation for Hall, but only if it was addressed to Harvard Business School. "I told him I couldn't see myself at Harvard. I was in a war zone, and I... View Details
Keywords: veterans; identity; Advertising, Public Relations, and Related Services; Professional Services; Retail Trade
  • Web

SMS Terms - HBS Online

Privacy Notice SMS Terms Terms of Use FERPA Community Values & Honor Code Trademark Notice Cookies The following terms apply if you have opted in to receive information from HBS Online using automated... View Details
  • 26 Jul 2022
  • Research & Ideas

Burgers with Bugs? What Happens When Restaurants Ignore Online Reviews

There’s a saying in hospitality: The customer is always right. In fact, customers might be more influential than ever, according to a study of online restaurant reviews. Yelp, the website where consumers... View Details
Keywords: by Kara Baskin; Entertainment & Recreation; Food & Beverage; Retail
  • 30 Nov 2016
  • Op-Ed

Where Could More Regulation Help Small Businesses? Online Lending.

With Donald Trump’s election, Washington’s policy debate on financial services shifted overnight. Recent signs such as the president-elect’s own words and those of GOP leaders point to renewed efforts to... View Details
Keywords: by Karen Mills and Brayden McCarthy; Financial Services
  • Web

Community Values & Honor Code | HBS Online

experience at HBS. Through our personal commitment to these values, we can create an environment in which all can achieve their full potential. Harvard Business School Online Honor Code A Commitment of... View Details