Busting Myths of Electronic Word of Mouth: The Relationship between Customer Ratings and the Sales of Mobile Applications

Business and academic research frequently highlights the power of electronic word of mouth, relying on the knowledge that online customer ratings and reviews influence consumer decision making. Numerous studies in different disciplines have been conducted to examine the effectiveness of electronic w...

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Autores principales:	Hyrynsalmi,Sami, Seppanen,Marko, Aarikka-Stenroos,Leena, Suominen,Arho, Jarvelainen,Jonna, Harkke,Ville
Lenguaje:	English
Publicado:	Universidad de Talca 2015
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762015000200002
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spelling	oai:scielo:S0718-187620150002000022018-10-12Busting Myths of Electronic Word of Mouth: The Relationship between Customer Ratings and the Sales of Mobile ApplicationsHyrynsalmi,SamiSeppanen,MarkoAarikka-Stenroos,LeenaSuominen,ArhoJarvelainen,JonnaHarkke,Ville Business and academic research frequently highlights the power of electronic word of mouth, relying on the knowledge that online customer ratings and reviews influence consumer decision making. Numerous studies in different disciplines have been conducted to examine the effectiveness of electronic word of mouth communication. Previously, typically small sample studies suggest that positive electronic word of mouth increases sales and that the effects depend on the volume and valence of reviews and ratings. This study’s contribution lies in testing the relationship between electronic word of mouth and the sales of applications in a mobile application ecosystem (Google Play) with an extensive dataset (over 260 million customer ratings; 18 months). The results show that higher values of valence of customer ratings correlate statistically significantly with higher sales. The volume of ratings correlates positively with sales in the long term but negatively in the short term. Furthermore, the relationship between electronic word of mouth and sales seems to be more important when the price of the application increases. The findings also underline the importance of the choice of a measurement period in studies.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.10 n.2 20152015-05-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762015000200002en10.4067/S0718-18762015000200002
institution	Scielo Chile
collection	Scielo Chile
language	English
description	Business and academic research frequently highlights the power of electronic word of mouth, relying on the knowledge that online customer ratings and reviews influence consumer decision making. Numerous studies in different disciplines have been conducted to examine the effectiveness of electronic word of mouth communication. Previously, typically small sample studies suggest that positive electronic word of mouth increases sales and that the effects depend on the volume and valence of reviews and ratings. This study’s contribution lies in testing the relationship between electronic word of mouth and the sales of applications in a mobile application ecosystem (Google Play) with an extensive dataset (over 260 million customer ratings; 18 months). The results show that higher values of valence of customer ratings correlate statistically significantly with higher sales. The volume of ratings correlates positively with sales in the long term but negatively in the short term. Furthermore, the relationship between electronic word of mouth and sales seems to be more important when the price of the application increases. The findings also underline the importance of the choice of a measurement period in studies.
author	Hyrynsalmi,Sami Seppanen,Marko Aarikka-Stenroos,Leena Suominen,Arho Jarvelainen,Jonna Harkke,Ville
spellingShingle	Hyrynsalmi,Sami Seppanen,Marko Aarikka-Stenroos,Leena Suominen,Arho Jarvelainen,Jonna Harkke,Ville Busting Myths of Electronic Word of Mouth: The Relationship between Customer Ratings and the Sales of Mobile Applications
author_facet	Hyrynsalmi,Sami Seppanen,Marko Aarikka-Stenroos,Leena Suominen,Arho Jarvelainen,Jonna Harkke,Ville
author_sort	Hyrynsalmi,Sami
title	Busting Myths of Electronic Word of Mouth: The Relationship between Customer Ratings and the Sales of Mobile Applications
title_short	Busting Myths of Electronic Word of Mouth: The Relationship between Customer Ratings and the Sales of Mobile Applications
title_full	Busting Myths of Electronic Word of Mouth: The Relationship between Customer Ratings and the Sales of Mobile Applications
title_fullStr	Busting Myths of Electronic Word of Mouth: The Relationship between Customer Ratings and the Sales of Mobile Applications
title_full_unstemmed	Busting Myths of Electronic Word of Mouth: The Relationship between Customer Ratings and the Sales of Mobile Applications
title_sort	busting myths of electronic word of mouth: the relationship between customer ratings and the sales of mobile applications
publisher	Universidad de Talca
publishDate	2015
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762015000200002
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Busting Myths of Electronic Word of Mouth: The Relationship between Customer Ratings and the Sales of Mobile Applications

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