Electronic Word-of-Mouth Researchers Are Finalists of 2021 Weitz-Winer-O’Dell Award
A research paper by Kristine de Valck, Marketing Professor at HEC Paris, has been nominated finalist for the Weitz-Winer-O’Dell Award of the Journal of Marketing Research. The paper, co-written by former Ph.D. student Ana Babić Rosario and former HEC Paris Professor Francesca Sotgiu, is recognized as an influential long-term impact paper.
The research article “The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform, Product, and Metric Factors”, has been nominated finalist for the 2021 Weitz-Winer-O’Dell Award organized by the Journal of Marketing Research.
This nomination recognizes the research published in 2016 as one of the most influential long-term impact papers the Journal has printed. The Marketing Science Institute also featured the article as a “must-read article for marketers” in 2017.
The authors are HEC Paris Professor Kristine de Valck, Ana Babić Rosario (Assistant Professor of Marketing at the University of Denver and former Ph.D. student at HEC Paris), Francesca Sotgiu (Professor of Marketing at the University Vrije of Amsterdam and former AssistantPprofessor at HEC Paris) and Tammo H.A. Bijmolt of the University of Groningen.
In this paper, the academics investigate the conditions - in terms of platform, product, and metrics - under which eWOM is effective, providing actionable insights for marketers at various levels (platform managers of e-commerce websites, review sites, and/or social media, as well as product managers across different industries).
Find the summary of this research based on an interview with Kristine de Valck on Knowledge@HEC here.