Can Brand Reputation Improve the Odds of Being Reviewed On-Line?

Amblee, Naveen; Bui, Tuyen

doi:10.2753/jec1086-4415120302

Cited by 54 publications

(27 citation statements)

References 18 publications

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“…Reviews and ratings are the popular mediums by which eWOM is propagated (Amblee and Bui, 2008), and it has been shown that eWOM can function as a market signal, which influences decisions (Amblee and Bui, 2011). The impact of eWOM on hospitality decisions has been studied relatively extensively and has been found to affect consumer selection of hospitality services (Baccianella et al, 2009;Clow et al, 1995;Ye et al, 2009;Serra Cantallops and Salvi, 2014).…”

Section: H1mentioning

confidence: 99%

The impact of cleanliness on customer perceptions of security in hostels: A WOM-based approach

Amblee

2015

International Journal of Hospitality Management

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Section: H1mentioning

confidence: 99%

The impact of cleanliness on customer perceptions of security in hostels: A WOM-based approach

Amblee

2015

International Journal of Hospitality Management

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“…The Interactive Advertising Bureau and Nielsen Ratings studied Internet search brand effectiveness, finding that SERP branding is stronger than contextual ads in consumer awareness, especially when the company has the top position of the SERP listing [48], but this study did not investigate consumer interactions with SERPs or advertisements. Previous research has shown that brand image, positive or negative, is correlated with online product reviews [1]. In a series of articles, Ghose and Yang [20,21,22,23,24] used an aggregate data log of a key word advertising campaign from the first 13 weeks of 2007 containing weekly statistics for 1,799 key words with 5,147 records.…”

mentioning

confidence: 99%

The Brand Effect of Key Phrases and Advertisements in Sponsored Search

Jansen

Sobel

Zhang

2011

International Journal of Electronic Commerce

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ABSTRACT:In this paper, we analyze the relationship between performance and use of brand terms in the key phrases that link advertisements to searcher queries. We use data that consist of more than 2.5 million daily records from a key word advertising campaign of a major U.S. retailer. The campaign spanned nearly four years, involved approximately $8 million in advertising cost, and generated more than $23 million in sales. We categorize key phrases and advertisements as either brand focused or non-brand focused. Using analysis of variance in a 2 × 2 design, we analyze use of branded terms on the critical key word advertising metrics of number of clicks, cost per click, sales revenue generated, number of orders, number of items ordered, and return on advertising cost, as well as number of impressions triggered by these key phrases. Therefore, we investigate a significant spectrum of user actions and consumer behaviors in a sponsored search campaign. Our findings show that there is a significant advantage to matching branding terms in key phrases and advertisements relative to any other combination of key phrase or advertisement for all the metrics examined. A combination of a branded phrase and a branded advertisement generated 15 times more sales revenue than any other combination of phrase and advertisement. Therefore, a focus by key word advertisers on branded terms for search engine ads could be quite beneficial for both the effectiveness and efficiency of key word advertising. The implication for online advertising and key word search in the e-commerce domain, especially for large retailers, is that brand mentions in both key phrase and advertisements correlate with higher conversions.KEY WORDS AND PHRASES: Branding, brands, key word advertising, online advertising, pay per click, search engine marketing, sponsored search.Approximately half of all purchases in the business-to-consumer e-commerce category are preceded by a Web search [39], indicating the importance that search engines play in online shopping and sales. In this e-commerce environment [71], online advertising on search engines has blossomed. The most popular form of online marketing is key word advertising (also referred to as sponsored search, pay per click [PPC], and search engine advertising) [61]. Therefore, search engine advertising is becoming increasingly important, with some companies spending large amounts of money so that potential customers using search engines can see their ads.Sponsored search, emerging in 1998 [16], has rapidly become the central business model of the major search engines, of which the PPC model is the most prevalent [45]. Financed by advertising revenue, sponsored search has

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“…In addition, products with higher brand reputation and higher similar product ratings are more likely to have additional reviews posted (Amblee & Tung, 2008). Contrarily, products with low brand reputation and low similar product ratings are more likely to have no reviews posted (Amblee & Tung, 2008).…”

Section: Intention-to-leave Reviewsmentioning

confidence: 94%

“…Ratings of similar product are also shown to be influential, for example, products with higher similar product ratings are more likely to have additional reviews posted; however, products with low similar product ratings are more likely to have no reviews posted (Amblee & Tung, 2008). In addition, products with higher brand reputation and higher similar product ratings are more likely to have additional reviews posted (Amblee & Tung, 2008).…”

Section: Intention-to-leave Reviewsmentioning

confidence: 99%

A Review for the Influential Factors in E-WOM Research

Yang¹,

Sarathy²,

Feng³

2015

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Although substantial literature is available on customer reviews or e-WOM (electronic word of mouth), the topic is still under development and offers potential opportunities for further research. Since the topic is still at the stage of development, a review of the literature on customer reviews with the objective of summarizing existing findings will initial further studies on the growth of e-WOM technologies. This paper reviews the literature on e-WOM using a suitable classification scheme to identify the gap between theory and practice. Aiming to provide useful insights into the anatomy of e-WOM literature and be a good source for anyone who is interested in e-WOM, nine categories of findings are ultimately presented based on dependent-independent-variable relationship, along with a comprehensive list of reference. The paper ends up with discussions on future directions for research.

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Can Brand Reputation Improve the Odds of Being Reviewed On-Line?

Cited by 54 publications

References 18 publications

The impact of cleanliness on customer perceptions of security in hostels: A WOM-based approach

The impact of cleanliness on customer perceptions of security in hostels: A WOM-based approach

The Brand Effect of Key Phrases and Advertisements in Sponsored Search

A Review for the Influential Factors in E-WOM Research

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