{"id":87,"date":"2009-10-15T17:08:21","date_gmt":"2009-10-15T21:08:21","guid":{"rendered":"http:\/\/community.mis.temple.edu\/seminars\/?p=87"},"modified":"2009-10-15T17:09:03","modified_gmt":"2009-10-15T21:09:03","slug":"wendy-moe-to-speak-on-measuring-the-value-of-social-dynamics-in-online-product-ratings-forums","status":"publish","type":"post","link":"https:\/\/community.mis.temple.edu\/seminars\/wendy-moe-to-speak-on-measuring-the-value-of-social-dynamics-in-online-product-ratings-forums\/","title":{"rendered":"Wendy Moe to speak on Measuring the Value of Social Dynamics in Online Product Ratings Forums"},"content":{"rendered":"<p><strong>Measuring the Value of Social Dynamics in Online Product Ratings Forums<\/strong><\/p>\n<p><a href=\"http:\/\/www.smith.umd.edu\/faculty\/wmoe\/\">Wendy Moe<\/a><strong><br \/>\n <\/strong><\/p>\n<p>Associate Professor of Marketing <br \/>\n R H Smith School of Business <br \/>\n University of Maryland<\/p>\n<p>October 16, 2009<\/p>\n<p>Alter Hall 746,   1130am &#8211; 100pm<\/p>\n<p>Abstract<\/p>\n<p>Extant research has shown that consumer online product ratings can significantly influence<br \/>\n product sales. However, these ratings have also been shown to be subject to a number of social<br \/>\n influences. In other words, posted product ratings not only reflect the customers\u2019 experience<br \/>\n with the product but also reflect the influence of others\u2019 ratings. The objective of this paper is to<br \/>\n model posted product ratings in an effort to measure the impact of the social dynamics that may<br \/>\n occur in a ratings environment on both subsequent rating behavior as well as product sales.<\/p>\n<p>Our modeling efforts are two fold. First, we model the arrival of product ratings and separate the<br \/>\n effect of social influences from the underlying or baseline ratings behavior. Second, we model<br \/>\n product sales as a function of posted product ratings. However, rather than simply modeling the<br \/>\n effects of observed ratings, we decompose ratings into a baseline rating and the contribution of<br \/>\n social influence. From this model, we can measure the overall sales impact resulting from<br \/>\n observed social dynamics.<\/p>\n<p>We show that ratings behavior is significantly affected by previously posted ratings. We further<br \/>\n show that the effect on sales resulting from this social dynamic is significant but relatively small<br \/>\n compared to the effect that ratings have when they represent an unbiased and independent<br \/>\n evaluation of the product. With the increased popularity of online discussion and ratings forums,<br \/>\n many marketers have been investing in efforts to moderate these conversations or to contribute<br \/>\n comments of their own, effectively biasing the sentiments expressed in the online forum. Our<br \/>\n results show that while these efforts can affect sales, their effects are limited and short-lived.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Measuring the Value of Social Dynamics in Online Product Ratings Forums Wendy Moe Associate Professor of Marketing R H Smith School of Business University of Maryland October 16, 2009 Alter Hall 746, 1130am &#8211; 100pm Abstract Extant research has shown that consumer online product ratings can significantly influence product sales. However, these ratings have also [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[1],"tags":[313,314,315,312],"class_list":["post-87","post","type-post","status-publish","format-standard","category-uncategorized","tag-online-ratings","tag-social-dynamics","tag-univ-of-maryland","tag-wendy-moe","entry"],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/community.mis.temple.edu\/seminars\/wp-json\/wp\/v2\/posts\/87","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/community.mis.temple.edu\/seminars\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/community.mis.temple.edu\/seminars\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/community.mis.temple.edu\/seminars\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/community.mis.temple.edu\/seminars\/wp-json\/wp\/v2\/comments?post=87"}],"version-history":[{"count":0,"href":"https:\/\/community.mis.temple.edu\/seminars\/wp-json\/wp\/v2\/posts\/87\/revisions"}],"wp:attachment":[{"href":"https:\/\/community.mis.temple.edu\/seminars\/wp-json\/wp\/v2\/media?parent=87"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/community.mis.temple.edu\/seminars\/wp-json\/wp\/v2\/categories?post=87"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/community.mis.temple.edu\/seminars\/wp-json\/wp\/v2\/tags?post=87"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}