Does eWOM Affect Demand for Mobile Device Applications?

Abstract

Electronic Word of Mouth (eWOM) is a powerful instrument that marketers can use to more effectively spread the message about their products. Reviewing and rating systems attached to product sites allow consumers to be able to convey their experiences with products and represent a form of eWOM. Understanding how eWOM affects consumer behavior can help marketers better calibrate their promotional activities. The focus of this paper is to assess the relationship between the ratings and reviews associated with Apple apps, as a case in point, and its number of downloads as a test case from which to speculate about the effectiveness of the rating and review system’s influence on consumption.