What's more powerful, word-of-mouth or following someone else's lead?

ScienceDaily | 8/13/2019 | Staff
ArceusArceus (Posted by) Level 3
The study to be published in an upcoming edition of the INFORMS journal Marketing Science is titled "Word of Mouth, Observed Adoptions, and Anime-Watching Decisions: The Role of the Personal vs. the Community Network," and is authored by Mina Ameri of the University of Pittsburgh's Katz Graduate School of Business; Elisabeth Honka of the Anderson School of Management at UCLA; and Ying Xie of the University of Texas at Dallas.

For empirical analysis, the researchers studied an online anime (Japanese cartoon) platform called MyAnimeList.net. This contained individual-level data on users' friendship networks, product adoptions, forum posts and ratings on anime series. The website serves as a gathering place for anime fans to share their enthusiasm and exchange opinions about anime series.

Researchers - Users - Dynamics - Anime - Watching

The researchers specifically explored how users responded to word-of-mouth dynamics and the anime watching...
(Excerpt) Read more at: ScienceDaily
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