Word-of-Mouth as a Marketing Channel for the Digital Marketplace

Student: Kharitonov Nikita

Supervisor: Ksenia A. Kidimova

Educational Programme: Management (Bachelor)

Year of Graduation: 2016

This study investigates the contribution of electronic word-of-mouth (eWOM) to the sales of music albums. I conducted an empirical investigation of ten music albums for a period of eleven consecutive weeks. Generally, the research hypotheses were partially supported using a multivariate linear regression model. . Our results suggest that eWOM generated in social media is a fairly reliable predictor in music industry. It is effective as a tacit suggestion, recommendation, or referral element with viral network effects. The intended contribution of this work is in identifying eWOM as a significant information distributor in the digital marketplace.

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