Construct · 1 fields · 1 citations

observational learning versus word of mouth: a standalone construct

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Digital marketing

the comparison of how seeing others' purchases (observational learning) and reading others' opinions (word of mouth) separately affect online sales.

In digital marketing, observational learning versus word of mouth refers to the comparison of how seeing others' purchases (observational learning) and reading others' opinions (word of mouth) separately affect online sales. This meaning comes from Chen (2011) in Journal of Marketing Research.[1]

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Nearby constructs

affect4 fields · 5 citationsjingle · one word, several feeling constructs imitation2 fields · 4 citationsjingle · one word, two constructs learning6 fields · 14 citationsjingle · one name, six constructs

References

Chen, Y., Wang, Q., & Xie, J. (2011). Online Social Interactions: A Natural Experiment on Word of Mouth versus Observational Learning. Journal of Marketing Research, 48(2), 238-254. https://doi.org/10.1509/jmkr.48.2.238

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