Asset Details
Do you wish to reserve the book?
Does Online Word of Mouth Increase Demand? (And How?) Evidence from a Natural Experiment
Hey, we have placed the reservation for you!
By the way, why not check out events that you can attend while you pick your title.
Oops! Something went wrong.
Looks like we were not able to place the reservation. Kindly try again later.
Are you sure you want to remove the book from the shelf?
Does Online Word of Mouth Increase Demand? (And How?) Evidence from a Natural Experiment
Do you wish to request the book?
Does Online Word of Mouth Increase Demand? (And How?) Evidence from a Natural Experiment
Please be aware that the book you have requested cannot be checked out. If you would like to checkout this book, you can reserve another copy
We have requested the book for you!
Your request is successful and it will be processed during the Library working hours. Please check the status of your request in My Requests.
Oops! Something went wrong.
Looks like we were not able to place your request. Kindly try again later.
Journal Article
Does Online Word of Mouth Increase Demand? (And How?) Evidence from a Natural Experiment
2017
Overview
We leverage a temporary block of the Chinese microblogging platform Sina Weibo due to political events to estimate the causal effect of online word-of-mouth content on product demand in the context of TV show viewership. Based on this source of exogenous variation, we estimate an elasticity of TV show ratings (market share in terms of viewership) with respect to the number of relevant comments (comments were disabled during the block) of 0.016. We find that more postshow microblogging activity increases demand, whereas comments posted prior to the show airing do not affect viewership. These patterns are inconsistent with informative or persuasive effects and suggest complementarity between TV consumption and anticipated postshow microblogging activity.
Data and the online appendix are available at
https://doi.org/10.1287/mksc.2017.1045
.
