PACIS 2022 Proceedings

Paper Number

1247

Abstract

All product information gathering today begins with the digital world, while product sales could be online or offline. The current study evaluates how online user-generated textual content influences the online search for product information and product sales in the Indian automobile sector. The proposed hypotheses are tested using 23,000 online reviews, Google search index, and offline car sales from the CRISIL database. K-means clustering is adopted to divide the automobile sector into product segments. Two topics are identified from the review text using Latent Dirichlet Allocation. The influence of the review topics is estimated at the overall sector and on identified product segments. The study finds that while textual UGC influences both search and sales, the influence differs for the different product clusters within the category. This study directs managers to suitably segment their markets for better capturing the online UGC influence.

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