The Electronic Word-of-Mouth (eWOM) Implications of Mainstream Channel Distribution and Sales by Niche Brands
基于美国精酿啤酒行业超百万条在线评论数据，研究小众品牌进入主流渠道分销和销售如何影响电子口碑评价，发现主流渠道分销会降低评价，但若销量大幅提升则可缓解甚至逆转负面影响。
Using a data set on the U.S. craft beer industry that includes more than one million online customer reviews, the authors investigate how mainstream channel distribution and sales by niche brands affects electronic word-of-mouth (eWOM) valence. They argue that eWOM valence is negatively affected by mainstream channel distribution because this marketing decision conflicts with existing brand associations. They also argue that this negative effect can be mitigated, provided that the brand achieves a substantial increase in sales from the mainstream channel. Findings indicate that such a rebound is indeed possible and that most niche brand managers should consider mainstream channel distribution despite the risks. Most brands mitigate the negative effects of mainstream channel distribution on eWOM valence, and some even manage to improve overall valence.