Open Access
May 2006 A Statistical Measure of a Population’s Propensity to Engage in Post-Purchase Online Word-of-Mouth
Chrysanthos Dellarocas, Ritu Narayan
Statist. Sci. 21(2): 277-285 (May 2006). DOI: 10.1214/088342306000000169


The emergence of online communities has enabled firms to monitor consumer-generated online word-of-mouth (WOM) in real-time by mining publicly available information from the Internet. A prerequisite for harnessing this new ability is the development of appropriate WOM metrics and the identification of relationships between such metrics and consumer behavior. Along these lines this paper introduces a metric of a purchasing population’s propensity to rate a product online. Using data from a popular movie website we find that our metric exhibits several relationships that have been previously found to exist between aspects of a product and consumers’ propensity to engage in offline WOM about it. Our study, thus, provides positive evidence for the validity of our metric as a proxy of a population’s propensity to engage in post-purchase online WOM. Our results also suggest that the antecedents of offline and online WOM exhibit important similarities.


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Chrysanthos Dellarocas. Ritu Narayan. "A Statistical Measure of a Population’s Propensity to Engage in Post-Purchase Online Word-of-Mouth." Statist. Sci. 21 (2) 277 - 285, May 2006.


Published: May 2006
First available in Project Euclid: 7 August 2006

zbMATH: 05191866
MathSciNet: MR2324086
Digital Object Identifier: 10.1214/088342306000000169

Keywords: motion picture reviews , online communities , viral marketing , Word-of-mouth metrics

Rights: Copyright © 2006 Institute of Mathematical Statistics

Vol.21 • No. 2 • May 2006
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