[雙語翻譯]口碑營銷外文翻譯--口碑對傳統(tǒng)營銷的影響來自互聯(lián)網(wǎng)社交網(wǎng)站的調(diào)查結(jié)果（英文）

1、90 Journal of MarketingVol. 73 (September 2009), 90–102© 2009, American Marketing AssociationISSN: 0022-2429 (print), 1547-7185 (electronic)Michael Trusov, Randolph E. Bucklin, this yields an upper-bound estimate f

2、or the financial incentives the firm might offer to stimulate WOM.Keywords: word-of-mouth marketing, Internet, social networks, vector autoregressionMichael Trusov is Assistant Professor of Marketing, Robert H. Smith Sch

3、ool of Business, University of Maryland (e-mail: mtrusov@rhsmith. umd.edu). Randolph E. Bucklin is Peter W. Mullin Professor, Anderson School of Management, University of California, Los Angeles (e-mail: rbucklin@anderso

4、n.ucla.edu). Koen Pauwels is an associate professor, Ozyegin University, Istanbul, and Associate Professor of Business Administration, Tuck School of Business, Dartmouth College (e-mail: koen.pauwels@ozyegin.edu.tr and k

5、oen.h.pauwels@dartmouth.edu).The authors thank the three anonymous JM reviewers and participants of the 2006 Marketing Dynamics Conference and the 2007 DMEF Research Summit for helpful comments. The authors are also grat

6、eful to the anony- mous collaborating firm for providing the data used in this study. Katherine N. Lemon served as guest editor for this article.Word-of-mouth (WOM) marketing has recently attracted a great deal of attent

7、ion among practi- tioners. For example, several books tout WOM as a viable alternative to traditional marketing communication tools. One calls it the world’s most effective, yet least understood marketing strategy (Misne

8、r 1999). Marketers are particularly interested in better understanding WOM because traditional forms of communication appear to be losing effectiveness (Nail 2005). For example, one survey shows that consumer attitudes t

9、oward advertising plum- meted between September 2002 and June 2004. Nail (2005) reports that 40% fewer people agree that advertisements are a good way to learn about new products, 59% fewer people report that they buy pr

10、oducts because of their advertise- ments, and 49% fewer people find that advertisements are entertaining. Word-of-mouth communication strategies are appealing because they combine the prospect of overcoming con- sumer re

11、sistance with significantly lower costs and fast delivery—especially through technology, such as the Inter- net. Unfortunately, empirical evidence is currently scantregarding the relative effectiveness of WOM marketing i

12、n increasing firm performance over time. This raises the need to study how firms can measure the effects of WOM com- munications and how WOM compares with other forms of marketing communication. Word-of-mouth marketing i

13、s a particularly prominent feature on the Internet. The Internet provides numerous venues for consumers to share their views, preferences, or experiences with others, as well as opportunities for firms to take advantage

14、of WOM marketing. As one commentator stated, “Instead of tossing away millions of dollars on Superbowl advertisements, fledgling dot-com companies are trying to catch attention through much cheaper market- ing strategies

15、 such as blogging and [WOM] campaigns” (Whitman 2006, p. B3A). Thus, it is important to under- stand whether WOM is truly effective and, if so, how its impact compares with traditional marketing activities. One of the fa

16、stest-growing arenas of the World Wide Web is the space of so-called social networking sites. A social networking site is typically initiated by a small group of founders who send out invitations to join the site to the

17、members of their own personal networks. In turn, new members send invitations to their networks, and so on. Thus, invitations (i.e., WOM referrals) have been the fore- most driving force for sites to acquire new members.

18、 As social networking sites mature, they may begin to increase their use of traditional marketing tools. Therefore, manage- ment may begin to question the relative effectiveness of WOM at this stage. The objective of thi

19、s research is to develop and estimate a model that captures the dynamic relationships among new member acquisition, WOM referrals, and traditional mar- keting activities. In doing so, we offer several contributions. Firs

20、t, we are among the first to link observed WOM directly to new customer acquisition. Second, we show how to92 / Journal of Marketing, September 2009WOM Inference Effect of WOM onCustomer Acquisition Comparison withTradit

21、ional MarketingIndirect Effects of WOM and/orTraditional MarketingInitial (Katz and Lazarsfeld 1955) and most studiesSelf-report from surveys Inferred from self- reports on relative influenceWOM two times more effective

22、 than radio advertisements, four times more than personal selling, seven times more than print advertisementsNot analyzedCustomer lifetime value (Villanueva, Yoo, and Hanssens 2008)Inferred from new customer’s self-repor

23、t Not analyzed Customers acquired through WOM add two times the lifetime value of customers acquired through traditional marketingCustomers acquired through WOM spread more WOM and bring in twice as many new customersSoc

24、ial contagion (Coleman, Katz, and Menzel 1966; Van den Bulte and Lilien 2001)Inferred from adoption Difficult to attribute observed contagion to WOM versus traditional marketingContagion effects disappear when traditiona

25、l marketing effects are included in the modelNot analyzedDeterminants of WOM transmissions (Stephen and Lehmann 2008)Directly: person’s decision to transmit WOM in experimental settingExpected responsiveness of WOM recip

26、ient drives transmitter’s decision to pass WOMNone Not analyzedValence of online WOM (Chevalier and Mayzlin 2006; Liu 2006)Inferred from Web site posts and reviewsHigher number of reviews leads to higher relative salesNo

27、ne Not analyzedImpact of social ties on WOM effect (De Bruyn and Lilien 2008)Directly: though e-mails sent Social tie effects depend on stage of decision makingNone Not analyzedThis article Directly: through referrals se

28、nt Quantify direct and indirect effects of WOM and marketingCompare immediate and carryover effects of WOM and traditional marketingDemonstrate indirect effects and quantify total monetary value of WOM activityTABLE 1Com

29、parison of Empirical Studies on the Effectiveness of WOM1We thank an anonymous reviewer for this insight.thus increase the site’s potential to recruit sign-ups in the future.1 Network externalities can also imply that si

30、gn-up gains today may translate into higher sign-up gains tomor- row, even in the absence of marketing actions.Internet Social Networking SitesIn the past few years, social networking sites have become extremely popular

31、on the Internet. According to comScore Media Metrix (2006), every second Internet user in the United States has visited at least one of the top 15 social networking sites. Approximately 50 social networking Websites each

32、 have more than one million registered users, and several dozen smaller, though significant, sites also exist (e.g., Wikipedia 2008). Compete.com (2008), a Web traffic analysis company, reported that the largest online s

33、ocial networking site (as of November 2008) was MySpace, with 56 million unique visitors per month, closely followed by Facebook, with 49 million unique visitors. Typical social networking sites allow a user to build and

34、 maintain a network of friends for social or professional interaction. The core of a social networking site consists of personalized user profiles. Individual profiles are usually a combination of users’ images (or avata