HOW DO SOCIAL RECOMMENDATIONS INFLUENCE SHOPPING BEHAVIOR ? A FIELD EXPERIMENT
@inproceedings{Grahl2013HOWDS, title={HOW DO SOCIAL RECOMMENDATIONS INFLUENCE SHOPPING BEHAVIOR ? A FIELD EXPERIMENT}, author={J{\"o}rn Grahl and Franz Rothlauf and Oliver Hinz}, year={2013} }
Previous research has tried to understand the influence of user-generated content on economic outcomes, however many of these analyses avoid any suggestion of causality which would be very important for drawing managerial implications. We conduct a randomized field experiment in an online store where we exogenously manipulate the visibility of the number of people who like a product (similar to “Likes”' collected by Facebook). This design allows us to analyze the causal effect of social…
3 Citations
An analysis of popularity information effects: Field experiments in an online marketplace
- BusinessElectron. Commer. Res. Appl.
- 2016
An Analysis of Hit List Effects: Field Experiments in an Electronic Marketplace
- Business
- 2013
China's electronic marketplace has recorded tremendous growth, and apparel sales are rising rapidly. Two sequential field experiments in an apparel online shopping mall on Taobao, the most dominant…
The efficacy of the Internet and Social Media as Medical Marketing Tools
- Medicine, Business
- 2016
The findings suggest that the role of the Internet and social media as patient acquisition channels is limited but presence of healthcare providers in these channels is considered as important for reassuring customers.
References
SHOWING 1-10 OF 36 REFERENCES
Do Your Online Friends Make You Pay ? A Randomized Field Experiment in an Online Music Social Network
- Economics
- 2012
Demonstrating compelling causal evidence of the existence and strength of peer to peer influence has become the holy grail of the modern research in online social networks. In these networks, it has…
Blockbuster Culture's Next Rise or Fall: The Impact of Recommender Systems on Sales Diversity
- BusinessManag. Sci.
- 2009
This paper examines the effect of recommender systems on the diversity of sales, and shows how basic design choices affect the outcome, and thus managers can choose recommender designs that are more consistent with their sales goals and consumers' preferences.
Do online reviews matter? - An empirical investigation of panel data
- BusinessDecis. Support Syst.
- 2008
The Value of Social Dynamics in Online Product Ratings Forums
- Business
- 2011
Research has shown that consumer online product ratings reflect both the customers' experience with the product and the influence of others' ratings. In this article, the authors measure the impact…
How Does the Variance of Product Ratings Matter?
- BusinessManag. Sci.
- 2012
A theoretical model in which ratings can help consumers figure out how much they would enjoy the product is built, which finds empirical evidence that is consistent with the theoretical predictions with book data from Amazon.com and BN.com.
Are Consumers More Likely to Contribute Online Reviews for Hit or Niche Products?
- BusinessJ. Manag. Inf. Syst.
- 2010
Investigating how a population's propensity to contribute postconsumption online reviews for different products of the same category (motion pictures) relates to various indicators of those products' popularity finds that, ceteris paribus, consumers prefer to post reviews for products that are less available and less successful in the market.
Commentary - Invited Comment on "Opinion Leadership and Social Contagion in New Product Diffusion"
- BusinessMark. Sci.
- 2011
Some opinions are offered on where the paper stands in this literature and, perhaps more important and I hope more interesting, where the literature itself stands.
Exploring the value of online product reviews in forecasting sales: The case of motion pictures
- Business
- 2007
This study shows that the addition of online product review metrics to a benchmark model that includes prerelease marketing, theater availability and professional critic reviews substantially increases its forecasting accuracy; the forecasting accuracy of the best model outperforms that of several previously published models.
Goodbye Pareto Principle, Hello Long Tail: The Effect of Search Costs on the Concentration of Product Sales
- BusinessManag. Sci.
- 2011
It is found that consumers' usage of Internet search and discovery tools, such as recommendation engines, are associated with an increase the share of niche products, thereby creating the Internet's “long tail” phenomenon.
The Impact of Search and Recommendation Systems on Sales in Electronic Commerce
- BusinessBus. Inf. Syst. Eng.
- 2010
This article shows in this article how different classes of search and recommendation tools affect the distribution of sales across products, total sales, and consumer surplus and finds that a decrease in search costs can either shift demand from blockbusters to niches or from niches to blockbusters.