The Development and Impact of Consumer Word of Mouth in New Product Diffusion

Abstract

We investigate how consumer word of mouth (WOM) develops over time and in turn influences new product adoption. We develop a dynamic aggregate-level model of WOM development and new product diffusion that explicitly captures consumers’ learning of product quality from both marketing communications and WOM. It allows us to measure how effectively firms’ marketing efforts generate WOM (buzz) and to determine whether WOM influences product adoption primarily through an informative role (i.e., helping the consumer learn product quality) or a persuasive role (i.e., exerting a direct impact on sales, for example, by increasing awareness). A formal treatment of the endogeneity issue inherent in the WOM-sales relationship enables us to infer short-term and long-term sales elasticity of WOM. The model is estimated using simulated generalized method of moments (GMM) and applied to the U.S. video game market.