The influence of online word-of-mouth on long tail formation

• Main Authors: GU, Bin, TANG, Qian, WHINSTON, Andrew B.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2013
• Subjects: Long tail; Word-of-mouth (WOM); Customer review; Information cascade; Computer Sciences; E-Commerce; Numerical Analysis and Scientific Computing
• Online Access: https://ink.library.smu.edu.sg/sis_research/1840; https://ink.library.smu.edu.sg/context/sis_research/article/2839/viewcontent/Influence_online_word_of_mouth_av.pdf
• Institution: Singapore Management University

The long tail phenomenon has been attributed to both supply side and demand side economies. While the cause on the supply side is well-known, research on the demand side has largely focused on the awareness effect of online information that helps consumers discover new and often niche products. This...