The 4th V? The effect of word of mouth volatility on product performance

作者：

Highlights：

• WOM volatility may directly affect product performance, but the direction is an empirical question.

• WOM volatility interacts with all three main characteristics of WOM: volume, valence, and variance.

• Under volatile WOM volume, the positive WOM effects due to volume and valence and the negative WOM effects due to variance will be attenuated.

摘要

•WOM volatility may directly affect product performance, but the direction is an empirical question.•WOM volatility interacts with all three main characteristics of WOM: volume, valence, and variance.•Under volatile WOM volume, the positive WOM effects due to volume and valence and the negative WOM effects due to variance will be attenuated.

论文关键词：Electronic word of mouth,Word of mouth volatility,Product performance,Box office,Movie industry

论文评审过程：Received 9 September 2019, Revised 8 April 2020, Accepted 2 October 2020, Available online 7 October 2020, Version of Record 19 October 2020.

论文官网地址：https://doi.org/10.1016/j.elerap.2020.101016