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HARNESSING THE PREDICTIVE VALUE OF ONLINE WORD-OF-MOUTH FOR IDENTIFYING MARKET SUCCESS OF NEW AUTOMOBILES: INPUT VERSUS OUTPUT WORD-OF-MOUTH PERSPECTIVES

Jaewon Choi, Hong Joo Lee, Joon Yeon Choeh

Social interactions such as user discussions, reviews, and replies on websites have become a major communication channel for customers to discuss their opinions on various topics (Appel et al., 2020). Social networking sites provide real-time communication and opportunity to connect to an unlimited number of friends at no extra cost. As a result, this enables consumers to share and discuss various opportunities in the market. Getting information about products across to potential customers is critical as their purchase decisions rely heavily on other customers’ opinions from social media (Park et al., 2007). As Simon (2019) pointed out, information systems have increased information flow between opinion leaders and the general public to the point of information overload. Thus, companies are tracking the perceptions of their products from customer reviews and social media to monitor their brand image (Cruz & Lee, 2014).
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