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Social media sentiment polarization and its impact on product adoption

Author

Listed:
  • Ping Zhao

    (Wilfrid Laurier University
    Wilfrid Laurier University)

  • Zhenfeng Ma

    (Wilfrid Laurier University
    Jiangnan University)

  • Tripat Gill

    (Wilfrid Laurier University)

  • Chatura Ranaweera

    (Wilfrid Laurier University)

Abstract

Prior marketing research on eWOM has focused on the effect of overall sentiment (valence) of online conversation on product or brand performance, whereas little research has examined the impact of sentiment polarization, that is, the degree to which positive and negative sentiments are simultaneously strong. Through a combination of experimental study and quantitative modeling of archival social media data, the present study examined the impact of eWOM polarization on consumer new product adoption. Our experimental study shows that eWOM polarization increased consumer attitudinal ambivalence, which in turn decreased new product adoption intention. In our quantitative modeling study, we developed a measure for quantifying eWOM polarization on social media, and estimated its impact on sales of video game consoles. The result replicated the negative impact of eWOM polarization and further showed that the negative impact is more pronounced at the early (vs. later) stage of product life cycle.

Suggested Citation

  • Ping Zhao & Zhenfeng Ma & Tripat Gill & Chatura Ranaweera, 2023. "Social media sentiment polarization and its impact on product adoption," Marketing Letters, Springer, vol. 34(3), pages 497-512, September.
    • Handle: RePEc:kap:mktlet:v:34:y:2023:i:3:d:10.1007_s11002-023-09664-9
    DOI: 10.1007/s11002-023-09664-9
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    References listed on IDEAS

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    1. Raghuram Iyengar & Christophe Van den Bulte & Jae Young Lee, 2015. "Social Contagion in New Product Trial and Repeat," Marketing Science, INFORMS, vol. 34(3), pages 408-429, May.
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    3. West, Patricia M & Broniarczyk, Susan M, 1998. "Integrating Multiple Opinions: The Role of Aspiration Level on Consumer Response to Critic Consensus," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(1), pages 38-51, June.
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    Cited by:

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