USER-GENERATED CONTENT AS WORD-OF-MOUTH

被引：12

作者：

Ramirez, Edward ^{[1
]}

Gau, Roland ^{[1
]}

Hadjimarcou, John ^{[1
]}

Xu, Zhenning ^{[2
]}

机构：

[1] Univ Texas El Paso, Coll Business Adm, Mkt, El Paso, TX 79968 USA

[2] Univ Southern Maine, Sch Business, Mkt, Portland, ME USA

来源：

JOURNAL OF MARKETING THEORY AND PRACTICE | 2018年 / 26卷 / 1-2期

关键词：

D O I：

10.1080/10696679.2017.1389239

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：90 / 98

页数：9

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