When does electronic word-of-mouth matter? A study of consumer product reviews

Online consumer product reviews, a form of electronic word-of-mouth (eWOM), have attracted increased attention from researchers. This paper examines the persuasiveness of eWOM. Drawing on regulatory focus theory, the authors propose that the consumption goals that consumers associate with the reviewed product moderate the effect of review valence on persuasiveness. Data from lab experiments and actual online retailers suggest that consumers who evaluate products associated with promotion consumption goals perceive positive reviews to be more persuasive than negative ones (i.e., a positivity bias). Conversely, consumers who evaluate products associated with prevention consumption goals perceive negative reviews to be more persuasive than positive ones (i.e., a negativity bias).     

Managing buzz

We model the incentives of individuals to engage in word of mouth (or buzz) about a product, and how a firm may strategically influence this process through its information release and advertising strategies. Individuals receive utility by improving how others perceive them. A firm restricts access to information, advertising may crowd out word of mouth, and a credible commitment not to engage in advertising is valuable for a firm.     

Understanding the Backus–Smith puzzle: It's the (nominal) exchange rate,stupid

Backus, Kehoe and Kydland (BKK 1992) demonstrated that if international capital markets are complete, consumption growth correlations across countries should be higher than their corresponding output growth correlations. In stark contrast to the theory, however, in actual data the consumption growth correlation is lower than the output growth correlation. By assuming trade imperfections due to non-traded goods, Backus, D.K., Smith, G.W. [1993 Consumption and real exchange rates in dynamic economies with non-traded goods. Journal of International Economics 35(3–4), 297–316] showed that there is an additional impediment at work that can lower the consumption growth correlation. While their argument was successful in partially explaining the puzzlingly low cross country correlation of consumption growth rates, it contributed to generating another puzzle because the data forcefully show that consumption growth is negatively correlated with the real exchange rate, which is also a violation of the theory. Using data for OECD countries, we decompose real exchange rate growth into its nominal exchange rate growth and inflation differential components, and find that nominal exchange rate movements are the main source for the Backus-Smith puzzle. We demonstrate the robustness of this finding by examining sub-samples of the data, by allowing for imperfect risk sharing due to ‘rule of thumb’ consumers, and by examining intranational data across the U.S. states where the nominal exchange rate is fixed.     

Gender Inequality and Economic Growth in Korea

Calibrating an endogenous‐growth model to Korean data, we analyse the impact of gender inequality in Korea on long‐term economic growth. We find that gender equality policies that lower discrimination in the labour market or that increase the time spent by a father on childrearing can contribute positively to female labour market participation and per capita income growth. The simulation results show that when the disparities between men and women at home and in the labour market are completely removed, the female labour force participation rate increases from 54.4 to 67.5%, and the growth rate in per capita income rises from 3.6 to 4.1% on average over a generation.     

A Taxonomy of Social Networking Site Users: Social Surveillance and Self‐surveillance Perspective

Since social networking sites (SNS) are widely used in modern society, users increasingly use SNS to manage or maintain their existing social relationships and form new ones. This research applies social surveillance and self‐surveillance to classify SNS user types and explores each type's effect on SNS’ marketing performances. Three hundred three online questionnaires are collected to test the research questions. The results of cluster analysis and multivariate analysis of variance (MANOVA) reveal the following four user types based on the different degrees of social surveillance and self‐surveillance: versatile users, self‐expression users, pass‐along users, and introvert users. Further, the introvert users have the least impact on product‐related information sharing, perception of social presence, purchase intention toward offers on SNS, and emotional experiences in social shopping among the four SNS user types.