Online content consumption: Social endorsements, observational learning and word-of-mouth

• Main Authors: TANG, Qian, SONG, Tingting, QIU, Liangfei, AGARWAL, Ashish
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2019
• Subjects: Computer Sciences; E-Commerce; Social Media
• Online Access: https://ink.library.smu.edu.sg/sis_research/4825; https://ink.library.smu.edu.sg/context/sis_research/article/5828/viewcontent/Online_Content_Consumption_pv.pdf
• Institution: Singapore Management University

The consumption of online content can occur through observational learning (OL) whereby consumers follow previous consumers’ choices or social endorsement (SE) wherein consumers receive content sharing from their social ties. As users consume content, they also generate post-consumption word-of-mout...