Measuring the impact of positive and negative word of mouth on brand purchase probability

Using two methods, three measures, and data covering a large number of categories, we present findings on the respondent-assessed impact of positive and negative word of mouth (PWOM, NWOM) on brand purchase probability.For familiar brands, we find that:

1. The impact of PWOM is generally greater than NWOM. The pre-WOM probability of purchase tends to be below 0.5, which gives more latitude for PWOM to increase purchase probability than for NWOM to reduce it.

2. The impact of both PWOM and NWOM is strongly related to the pre-WOM probability of purchase, the strength of expression of the WOM, and whether the WOM is about the respondent's preferred brand.

3. PWOM and NWOM appear to be similar forms of advice-giving behavior, except for their opposed effects on choice.

4. Respondents resist NWOM on brands they are very likely to choose, and resist PWOM on brands they are very unlikely to choose.

In the Discussion section, we show how our methods could be used to construct a word-of-mouth metric.     

The future of social media in marketing

Social media allows people to freely interact with others and offers multiple ways for marketers to reach and engage with consumers. Considering the numerous ways social media affects individuals and businesses alike, in this article, the authors focus on where they believe the future of social media lies when considering marketing-related topics and issues. Drawing on academic research, discussions with industry leaders, and popular discourse, the authors identify nine themes, organized by predicted imminence (i.e., the immediate, near, and far futures), that they believe will meaningfully shape the future of social media through three lenses: consumer, industry, and public policy. Within each theme, the authors describe the digital landscape, present and discuss their predictions, and identify relevant future research directions for academics and practitioners.

     

Kola real's low‐cost international expansion strategy

This case provides an interesting and relevant scenario of a family‐owned firm entering the low end of the cola market in Peru and expanding into other Latin American countries. For a family business owner, or for an entrepreneur looking for business pathways in Latin America, this look into Ajegroup's strategic planning to take advantage of expansion opportunities in the region can serve as either a cautionary tale, or an avenue toward future growth. The case is accompanied by comments from practitioner experts. © 2008 Wiley Periodicals, Inc.     

Monte Carlo simulation of macroeconomic risk with a continuum of agents: the general case

In large random economies with heterogeneous agents, a standard stochastic framework presumes a random macro state, combined with idiosyncratic micro shocks. This can be formally represented by a random process consisting of a continuum of random variables that are conditionally independent given the macro state. However, this process satisfies a standard joint measurability condition only if there is essentially no idiosyncratic risk at all. Based on iteratively complete product measure spaces, we characterize the validity of the standard stochastic framework via Monte Carlo simulation as well as event-wise measurable conditional probabilities. These general characterizations also allow us to strengthen some earlier results related to exchangeability and independence. Parts of this work were done while Yeneng Sun was visiting Stanford University in July 2003, March–May 2005 and July 2006, and while Peter Hammond was visiting the National University of Singapore in March–April 2004. An early version was presented at the World Congress of the Econometric Society in 2005.     

Budgeting for Equality: The Australian Experience

Gender budgets have now been introduced in varying forms in more than forty countries throughout the world. These exercises emerged out of feminist practical politics initially in Australia and later in a number of other countries. The idea of gender budgets gathered further momentum when the United Nations Beijing Platform for Action called for the integration of a gender perspective into budgetary decision-making. Most of these experiments share three core goals. They seek to: (1) mainstream gender issues within government policies; (2) promote greater accountability for governments' commitment to gender equality; and (3) change budgets and policies. However, very little research has examined their success in achieving these goals. In discussing the lessons learnt from the Australian experience, this paper adopts a feminist political economy perspective on the state as an analytical starting point for discussing the future of gender budgets elsewhere in the world.     

In the Shadows of Vanity: Religion and the Debate Over Hierarchy

A bstract .   Sandra Peart and David Levy emphasize the role of economists in their excellent history of the debate between philosophers and scientists and economists and evangelicals over race and hierarchy in 19^th-century Britain. Evangelical Christians have a role as allies with economists, and also Jews, but as a racial rather than a religious group. Religion, which has much to say about what it means to be human, remains in the shadows of Peart and Levy's account. The purpose of this paper is to make a start at casting light on the role of religion in the debate over race and hierarchy in 19^th-century England.     

MANAGING FOR AUTONOMY IN JOINT VENTURES: A LONGITUDINAL STUDY OF UPWARD INFLUENCE*

This article explores the relationships among influence, autonomy and control in a joint venture setting. It addresses the mechanisms available to joint venture (JV) managers to influence and gain compliance from parent firms. Control categories derived primarily from research on unified structures are explored in a new domain, an international joint venture. the beginning of new theory specific to relationships in joint ventures is developed based on causal maps of managerial perceptions. the results suggest that the use of upward influence to gain autonomy in a joint venture is different and more complex than in unified structures or among independent organizations.     

ENHANCING EFFORT SUPPLY WITH PRIZE‐AUGMENTING ENTRY FEES: THEORY AND EXPERIMENTS

Entry fees are widely observed in contests. We study the effect of a prize‐augmenting entry fee on expected total effort in an all‐pay auction setting where the contestants' abilities are private information. An entry fee reduces equilibrium entry but can enhance the entrants' effort supply. Our theoretical model demonstrates that the optimal entry fee is strictly positive and finite. In a laboratory experiment, we empirically test the effect of entry fees on effort supply. Our results provide strong support for the notion that a principal can elicit higher effort using an appropriately set entry fee to augment the prize purse.