[雙語翻譯]口碑營銷外文翻譯--口碑對傳統(tǒng)營銷的影響來自互聯(lián)網(wǎng)社交網(wǎng)站的調(diào)查結(jié)果（節(jié)選）

1、2900 英文單詞， 英文單詞，1.6 萬英文字符，中文 萬英文字符，中文 5080 字文獻出處： 文獻出處：Trusov M, Bucklin R E, Pauwels K. Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site[J]. Journal of Marketing, 2

2、009, 73(5):90-102.Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking SiteMichael Trusov, Randolph E. Bucklin, this yields an upper-bound estimate for the financial incenti

3、ves the firm might offer to stimulate WOM.Keywords: word-of-mouth marketing, Internet, social networks, vector autoregressionWord-of-mouth (WOM) marketing has recently attracted a great deal of attention among practi- ti

4、oners. For example, several books tout WOM as a viable alternative to traditional marketing communication tools. One calls it the world’s most effective, yet least understood marketing strategy (Misner 1999). Marketers a

5、re particularly interested in better understanding WOM because traditional forms of communication appear to be losing effectiveness (Nail 2005). For example, one survey shows that consumer attitudes toward advertising pl

6、um- meted between September 2002 and June 2004. Nail (2005) reports that 40% fewer people agree that advertisements are a good way to learn about new products, 59% fewer people report that they buy products because of th

7、eir advertisements, and 49% fewer people find that advertisements are entertaining.Word-of-mouth communication strategies are appealing because they combine the prospect of overcoming consumer resistance with significant

8、ly lower costs and fast delivery—especially through technology, such as the Internet. Unfortunately, empirical evidence is currently scant regarding the relative effectiveness of WOM marketing in increasing firm performa

9、nce over time. This raises the need to study how firms can measure the effects of WOM communications and how WOM compares with other forms of marketing communication.Word-of-mouth marketing is a particularly prominent fe

10、ature on the Internet. The Internet provides numerous venues for consumers to share their views, preferences, or experiences with others, as well as opportunities for firms to take advantage of WOM marketing. As one comm

11、entator stated, “Instead of tossing away millions of dollars on Superbowl advertisements, fledgling dot-com companies are trying to catch attention through much cheaper marketing strategies such as blogging and [WOM] cam

12、paigns” (Whitman 2006, p. B3A). Thus, it is important to under- stand whether WOM is truly effective and, if so, how its impact compares with traditional marketing activities.One of the fastest-growing arenas of the Worl

13、d Wide Web is the space of so-called social tetracycline, they found that the contagion effects disappeared when marketing actions were included in the model. This raises the question whether WOM effects would have been

14、significant in the model had there been data available on the actual transmission of information from one physician to another.Both of these research approaches do not observe actual WOM but infer it from self-reports or

15、 adoption. Examining WOM on the Internet can help address this limitation by offering an easy way to track online interactions. Godes and Mayzlin (2004) suggest that online conversations (e.g., Usenet posts) can offer an

16、 easy and cost-effective way to measure WOM. In an application to new television shows, they link the volume and dispersion of conversations across different Usenet groups to offline show ratings. Chevalier and Mayzlin (

17、2006) use book reviews posted by customers at Amazon.com and Barnesandnoble.com online stores as a proxy for WOM. They find that though most reviews were positive, an improvement in a book’s reviews led to an increase in

18、 relative sales at the site, and the impact of a negative review was greater than the impact of a positive one. In contrast, Liu (2006) shows that both negative and positive WOM increase performance (box office revenue).

19、Although the foregoing three studies observe the posting of reviews (i.e., sending WOM), they do not directly observe the reception of WOM. In contrast, De Bruyn and Lilien (2008) observe the reactions of 1100 recipients

20、 after they received an unsolicited e-mail invitation from one of their acquaintances to participate in a survey. They find that the characteristics of the social tie influenced recipients’ behaviors but had varied effec

21、ts at different stages of the decision-making process. They also report that tie strength exclusively facilitated awareness, perceptual affinity triggered recipients’ interest, and demographic similarity had a negative i

22、nfluence on each stage of the decision-making process. However, this study does not compare the effectiveness of WOM with that of traditional marketing actions, nor does it quantify the monetary value of WOM to the compa

23、ny.The current article differs from these studies in both research objective and application. A key research objective in this study is to compare the effects of observed WOM referrals with those of traditional marketing

24、 efforts. Quantifying the full effects of WOM referrals and marketing requires us (1) to account for the potential endogeneity among these communication mechanisms and (2) to account for their potential permanent effects

25、 on customer acquisition. First, WOM may be endogenous because it not only influences new customer acquisition but also is itself affected by the number of new customers. Likewise, traditional marketing activities may st

26、imulate WOM; they should be credited for this indirect effect and the possible direct effect on customer acquisition. Second, all these communication mechanisms may have permanent effects on customer acquisition. For exa

27、mple, WOM may be passed along beyond its originally intended audience and thus increase the site’s potential to recruit sign-ups in the future.1 Network externalities can also imply that sign-up gains today may translate

28、 into higher sign-up gains tomor- row, even in the absence of marketing actions.Internet Social Networking SitesIn the past few years, social networking sites have become extremely popular on the Internet. According to c

29、omScore Media Metrix (2006), every second Internet user in the United States has visited at least one of the top 15 social networking sites. Approximately 50 social networking Web sites each have more than one million re