The Importance of Buzz

Alanah Mitchell and Deepak Khazanchi
Marketing Research
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Key Takeaways
The power and potential impact of online word of mouth has increased substantially. Consumers have come to accept and rely upon online word of mouth, so it is important to understand how it works and what kind of impact it has on online product sales. This article provides an assessment of this question through an analysis of sales and online word of mouth data from a multi-product e-commerce retail firm.

Author Bio:

Alanah Mitchell and Deepak Khazanchi
<b><font size="2"> <p>Alanah Mitchell </b></font><font size="2" face="Sabon,Sabon"><font size="2" face="Sabon,Sabon">is an assistant professor of computer information systems in the John A. Walker College of Business at Appalachian State University. She may be reached at <a href=""></a>.  <br /></font></font><b><font size="2">Deepak Khazanchi </b></font><font size="2" face="Sabon,Sabon"><font size="2" face="Sabon,Sabon">is professor of information systems and quantitative analysis and associate dean for academic affairs in the College of Information Science and Technology at the University of Nebraska at Omaha. He may be reached <a href=""></a>. </p></font></font>
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