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Examining the power-law distribution among eWOM communities: a characterisation approach of the Long Tail

 

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Author: Olmedilla Fernández, María
Martínez Torres, María del Rocío
Toral, S. L.
Department: Universidad de Sevilla. Departamento de Ingeniería Electrónica
Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
Date: 2015
Published in: Technology analysis & strategic management, 28 (5)
Document type: Article
Abstract: Nowadays electronic word-of-mouth (eWOM) communities symbolise a significant source of information that helps customers to make informed purchasing decisions. Through eWOM communities, a great audience of users is able to acquire knowledge from reviews concerning products and services that are less popular to the majority. The Long Tail effect is a manifestation of such redistribution of demand from popular products to niche products. In this paper, a new methodology that mathematically fits the relationship between the power-law distribution and the Long Tail from an eWOM community is developed. In addition, this paper defines a tool for finding niche products inaccessible through conventional channels. The results are consistent in showing that not all the categories fitting a power-law distribution are characterised by the Long Tail phenomenon, and conversely some of those having a Long Tail do not fit a power-law distribution.
Cite: Olmedilla Fernández, M., Martínez Torres, M.d.R. y Toral, S.L. (2015). Examining the power-law distribution among eWOM communities: a characterisation approach of the Long Tail. Technology analysis & strategic management, 28 (5)
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URI: http://hdl.handle.net/11441/60354

DOI: 10.1080/09537325.2015.1122187

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Attribution-NonCommercial-NoDerivatives 4.0 Internacional

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