TY - JOUR
T1 - USER-GENERATED CONTENT AS WORD-OF-MOUTH
AU - Ramirez, Edward
AU - Gau, Roland
AU - Hadjimarcou, John
AU - Xu, Zhenning (Jimmy)
PY - 2018/3/2
Y1 - 2018/3/2
N2 - The objective of this research is to identify two harvestable word-of-mouth (WOM) proxies and test their construct validity. Bivariate measures of association of user-generated content (UGC) data compiled from Facebook.com on sixty-one firms across nine markets suggest the WOM proxies were positively correlated, maintaining varying relationships with firms’ stock market performance. Study two uses time-series analysis to demonstrate that these WOM proxies change in tandem with stock prices, implying that they are sensitive to firm behaviors and that UGC is a leading indicator of stock market performance. As such, the findings provide managers with a tool to more accurately assess impressions of the firm.
AB - The objective of this research is to identify two harvestable word-of-mouth (WOM) proxies and test their construct validity. Bivariate measures of association of user-generated content (UGC) data compiled from Facebook.com on sixty-one firms across nine markets suggest the WOM proxies were positively correlated, maintaining varying relationships with firms’ stock market performance. Study two uses time-series analysis to demonstrate that these WOM proxies change in tandem with stock prices, implying that they are sensitive to firm behaviors and that UGC is a leading indicator of stock market performance. As such, the findings provide managers with a tool to more accurately assess impressions of the firm.
UR - http://www.scopus.com/inward/record.url?scp=85043534889&partnerID=8YFLogxK
U2 - 10.1080/10696679.2017.1389239
DO - 10.1080/10696679.2017.1389239
M3 - Article
AN - SCOPUS:85043534889
SN - 1069-6679
VL - 26
SP - 90
EP - 98
JO - Journal of Marketing Theory and Practice
JF - Journal of Marketing Theory and Practice
IS - 1-2
ER -