Word Of Mouth - Publications - Faculty & Research - Harvard Business School

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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

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

28 Sep 2012
Conference Presentation

Online Word of Mouth and Product Quality Disagreement

By: Frank Nagle and Christoph Riedl

Aug 2014
Conference Presentation

Online Word of Mouth and Product Quality Disagreement

By: Frank Nagle

15 Dec 2012 - 16 Dec 2012
Conference Presentation

Online Word of Mouth and Product Quality Disagreement

By: Frank Nagle and Christoph Riedl

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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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

April 2019
Supplement

Final Words of Advice

By: Robert L. Simons

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

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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27 Feb 2017
Working Paper Summaries

Seeking to Belong: How the Words of Internal and External Beneficiaries Influence Performance

Keywords: by Paul Green, Francesca Gino, and Bradley R. Staats

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

31 May 2017
Sharpening Your Skills

10 Harvard Business School Research Stories That Will Make Your Mouth Water

Food used to be just sustenance, but now it's news. The president of the United States falls for McDonald's and KFC. In Portland, resentment is growing over white street vendors who sell ethnic foods. Ikea is starting a food incubator for... View Details

Keywords: by Sean Silverthorne; Food & Beverage

2017
Working Paper

Seeking to Belong: How the Words of Internal and External Beneficiaries Influence Performance

By: Paul Green, Francesca Gino and Bradley R. Staats

In this paper, we examine how connecting to beneficiaries of one’s work increases performance and argue that beneficiaries internal to an organization (i.e., one’s own colleagues) can serve as an important source of motivation, even in jobs that—on the surface—may seem... View Details

Keywords: Prosocial Motivation; Belongingness; Motivation; Job Design; Field Experiment; Motivation and Incentives; Strategy; Job Design and Levels

18 Sep 2006
Research & Ideas

When Words Get in the Way: The Failure of Fiscal Language

labeling conventions—representing, in the words of the authors, "an exercise in linguistics, not economics." Like Einstein's General Theory of Relativity, which... View Details

Keywords: by Julia Hanna

August 2021
Article

Don't Take Their Word for It: The Misclassification of Bond Mutual Funds

By: Huaizhi Chen, Lauren Cohen and Umit Gurun

We provide evidence that bond fund managers misclassify their holdings, and that these misclassifications have a real and significant impact on investor capital flows. In particular, many funds report more investment grade assets than are actually held in their... View Details

Keywords: Mutual Funds; Economics; Finance; Measurement and Metrics; Risk and Uncertainty; Financial Services Industry

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2023
Working Paper

Words Can Hurt: How Political Communication Can Change the Pace of an Epidemic

By: Jessica Gagete-Miranda, Lucas Argentieri Mariani and Paula Rettl

While elite-cue effects on public opinion are well-documented, questions remain as to when and why voters use elite cues to inform their opinions and behaviors. Using experimental and observational data from Brazil during the COVID-19 pandemic, we study how leader... View Details

1982
Article

When Self-Descriptions Contradict Behavior: Actions do Speak Louder than Words

By: T. M. Amabile and L. Kabat

Subjects viewed two videotapes, one depicting a stimulus person's self-description and the other depicting that person's behavior in a conversation, according to a four-way factorial design personality descriptor used in the self-description ("introvert" or... View Details

Keywords: Behavior; Perception; Cognition and Thinking; Judgments

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2021
Working Paper

Time and the Value of Data

By: Ehsan Valavi, Joel Hestness, Newsha Ardalani and Marco Iansiti

Managers often believe that collecting more data will continually improve the accuracy of their machine learning models. However, we argue in this paper that when data lose relevance over time, it may be optimal to collect a limited amount of recent data instead of... View Details

Keywords: Economics Of AI; Machine Learning; Non-stationarity; Perishability; Value Depreciation; Analytics and Data Science; Value

January 2016
Case

Sentient Jet: The Uber of Private Jets

By: Anat Keinan and Sandrine Crener

Founded in 1999 in the Boston area, Sentient Jet had become a leading private aviation company in the United States. Its success was built on the introduction of a groundbreaking membership program that offered business travelers the flexibility and convenience of... View Details

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