Reasearch Papers

Role of electronic word-of-mouth content and valence in influencing online purchase behaviour

Authors: Gobinda Roy, Biplab Datta, and Srabanti Mukherjee
July 2018: Journal of Marketing Communications
DOI: 10.1080/13527266.2018.1497681

Electronic word of mouth (eWOM) popularly known as online review, becomes an important tool for online consumers for evaluating and selecting a product. This study, for the first time, has analysed the roles of mixed neutral WOM valence and rich eWOM content on online purchase intention. This study has also explored how insights derived from the content analysis of valence and content can help marketers to develop an online marketing strategy. Research implications and future research directions have been discussed in this paper.

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Effect of eWOM Valence on Online Retail Sales

Authors: Gobinda Roy, Biplab Datta, and Rituparna Basu
July 2017: Global Business Review
DOI: https://doi.org/10.1177/0972150916666966

Online retail sector in India has witnessed a phenomenal growth in recent times. Online shopping has also become a popular trend among the younger generation in India. The present study aims to analyze the effects of various eWOM antecedents on online sales by considering the effects of positive and mixed-neutral eWOM (MNWOM) valence (stimuli) on sales. It also explores the role of market-level eWOM factors, such as price, on online sales of security products like antivirus software. The confirmatory bias of these factors was noted, while the elaboration likelihood model (ELL) has been used to understand the relative importance of these factors in influencing customers’ purchase decision and sales. The results showed a new insightful perspective of eWOM valence and price on sales, and provided further research directions.

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Trends and Future Directions in Online Marketing Research

Authors: Gobinda Roy, Biplab Datta & Rituparna Basu

June  2017: JOURNAL OF INTERNET COMMERCE

DOI: http://dx.doi.org/10.1080/15332861.2016.1258929

Over the last decade, the increased adoption of the Internet in public life as well as in developing businesses has led to a phenomenal rise in academic research on online marketing. This article is set to extensively review scholarly articles appearing from 2000 to 2014 on the topic from 10 top-tier academic journals to understand the research trends in the domain. A literature review has reported eight major subjective categories with an analysis of online marketing effectiveness framework. This review found three most significant subject categories: (1) online marketing issues; (2) Internet usage, perception, and attitude; and (3) online shopping and e-commerce. Additionally, some new online marketing research topics such as word-of mouth, user-generated content, and social network are also highlighted. Finally, a selection of research topics that got the maximum attention of researchers is presented along with discussion of the future research directions in the online marketing space.

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