The value of promotional marketing and word-of-mouth (WOM) is well recognized, but few studies have compared the effects of these two types of information in online settings. This research examines the effect of marketing efforts and online WOM on product sales by measuring the effects of online...

The success of e-commerce companies in a Confucian cultural context takes more than advanced IT and process design that have proven successful in Western countries. The example of eBay’s failure in China indicates that earning the trust of Chinese consumers is essential to success, yet the...