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在当今信息高度透明、消费者话语权日益增强的时代，口碑早已不再只是“口耳相传”的简单评价，而是成为影响品牌认知、购买决策甚至用户忠诚度的关键力量。无论是社交媒体上的分享点评，还是电商平台的星级评分，口碑正以前所未有的速度和广度塑造着企业的市场表现。然而，尽管技术手段不断演进，口碑的本质影响力却历久弥新——它依然是最真实、最具说服力的营销工具之一。
正因如此，关于口碑机制的研究从未停歇。从传统的人际传播到数字时代的社交裂变，学者们持续探索口碑如何生成、扩散，并最终驱动消费行为。
本文精选自2024年以来《Marketing Science》《Journal of Marketing Research》《Journal of Consumer Research》等权威期刊中的6篇研究，涵盖口碑策略、推荐机制、情感表达与消费者心理等多个维度，深入解析口碑在现代营销生态中的作用路径，为理解这一经典又常新的议题提供全新视角。
1. Promotional Campaign Duration and Word of Mouth in Solar Panel Adoption
推广活动时长与口碑传播：太阳能板采用中的实证研究
期刊：Marketing Science
作者：Bollinger, Bryan; Gillingham, Kenneth; Lamp, Stefan; Tsvetanov, Tsvetan
发表日期：2024年9月-10月
英文摘要：
Intensive marketing campaigns can be used to increase awareness, consideration, purchase, and word of mouth (WOM) of prosocial products. With expanded interest and belief in how social norms and spillovers might be leveraged to combat climate change, it is critical to understand how campaigns designed to leverage such peer effects can be best designed. In this paper, we study the role of campaign duration in solar photovoltaic adoption using a large-scale field experiment in which we randomly assign communities to campaigns with shorter durations, increasing the marketing intensity to maintain the same total resources per campaign. We find that the longer campaigns generate more WOM and lead to more adoption postcampaign despite a comparable number of installations during the campaigns. The shorter campaigns led to 22.6 fewer installations per town in the two years after the campaigns concluded, leading to a cost per acquisition of $4,367 versus $2,029 in the longer campaigns.
中文摘要：
密集的营销活动可以提高亲社会产品的知名度、考虑度、购买率和口碑传播。随着人们越来越关注如何利用社会规范和溢出效应来应对气候变化，了解如何设计能有效利用这些同伴效应的营销活动变得至关重要。本文通过大规模实地实验研究了推广活动持续时间对太阳能光伏板采用的影响。研究发现，较长的推广活动会产生更多口碑，并在活动结束后带来更多采用量。尽管活动期间安装数量相近，但较短的活动导致两年内每个城镇少安装22.6个系统，获客成本高达4367美元，而长周期活动仅为2029美元。
2. Sharing to Persuade: The Role of Donor- Versus Charity-Focused Word of Mouth
分享以说服他人：捐赠者导向与慈善机构导向口碑的作用
期刊：Journal of Marketing Research
作者：Boman, Laura; He, Xin
发表日期：2025年2月
英文摘要：
Charitable organizations are increasingly soliciting donors to engage in word of mouth (WOM) as a strategy to foster future contributions. While some organizations encourage donors to share WOM that focuses on their own donations (donor-focused WOM), others prompt donors to share WOM that focuses on the organization itself (charity-focused WOM). Contrary to the common belief that people mostly want to talk about themselves, the current research demonstrates that donor-focused WOM backfires, such that donors are less likely to share donor- than charity-focused WOM. This effect is driven by their belief that donor-focused WOM is less altruistic and is therefore less efficacious in persuading others to contribute to the same cause. In addition to sharing, the type of WOM solicited exerts far-reaching impact, with donor-focused WOM attracting fewer new donors than charity-focused WOM.
中文摘要：
慈善组织越来越多地鼓励捐赠者进行口碑传播以促进未来的捐款。一些组织鼓励捐赠者分享自己捐赠的内容（捐赠者导向的口碑），另一些则鼓励他们分享组织本身的信息（慈善机构导向的口碑）。与普遍认为人们更愿意谈论自己的观点相反，本研究表明，捐赠者导向的口碑反而适得其反，捐赠者更倾向于分享慈善机构导向的内容。这是因为捐赠者认为前者不够利他，因此难以说服他人参与同一事业。此外，不同类型的口碑传播还具有深远影响，捐赠者导向的口碑吸引的新捐赠者明显少于慈善机构导向的。
3. A Topic-Based Segmentation Model for Identifying Segment-Level Drivers of Star Ratings from Unstructured Text Reviews
基于主题的细分模型：从非结构化文本评论中识别星级评分的驱动因素
期刊：Journal of Marketing Research
作者：Kim, Sunghoon; Lee, Sanghak; McCulloch, Robert
发表日期：2024年12月
英文摘要：
Online reviews provide rich information on customer satisfaction, displaying various numeric ratings as well as detailed explanations presented in written form. However, analyzing such data is challenging due to the unstructured nature of text. This article introduces a novel machine-learning method for identifying interpretable key drivers of star ratings from text reviews, which might vary across segments. By adopting the Ising model prior to account for dependence between words, the model simultaneously achieves segmentation, identifies segment-level key topics, and estimates the impacts of the selected words on the ratings.
中文摘要：
在线评论提供了丰富的客户满意度信息，包括数字评分和详细的文本描述。然而，由于文本数据的非结构化特性，分析此类数据具有挑战性。本文提出了一种新的机器学习方法，能够从文本评论中识别可解释的星级评分驱动因素，并适用于不同细分市场。该模型结合了Ising模型先验知识，以处理词语之间的依赖关系，同时实现了市场细分、关键主题识别以及评估特定词汇对评分的影响。
4. Referral Contagion: Downstream Benefits of Customer Referrals
推荐传染：客户推荐的后续效益
期刊：Journal of Marketing Research
作者：Gershon, Rachel; Jiang, Zhenling
发表日期：2025年2月
英文摘要：
Companies often invest in referral reward programs to incentivize their current customers to spread word of mouth. Previous work has documented that referred customers tend to be more valuable than nonreferred customers through their purchases or engagement with the company. The authors propose a previously overlooked benefit of encouraging referrals: Referred customers are also more valuable because they make more referrals. Using a large-scale field dataset, the authors show that referred customers make 31%-57% more referrals than nonreferred customers conditional on purchase activities.
中文摘要：
企业常投资推荐奖励计划，以激励现有客户进行口碑传播。已有研究指出，被推荐的客户通常比未被推荐的客户更具价值。本文提出一个此前被忽视的优势：被推荐客户也会进行更多的推荐行为。通过大规模实地数据集，研究显示，在控制购买行为的情况下，被推荐客户比未被推荐客户多推荐31%-57%。
5. Digital Therapy for Negative Consumption Experiences: The Impact of Emotional and Rational Reviews on Review Writers
负面消费体验的“数字疗法”：情绪型与理性型评论对评论者的影响
期刊：Journal of Consumer Research
作者：Wu, Alisa Yinghao; Morwitz, Vicki G.
发表日期：2024年7月
英文摘要：
This research tests a solution for consumers to recover faster from negative experiences. We identify this solution by examining how the manner in which review writers express their emotions and rational thoughts in their reviews causally influences review writers. The results of five studies (field data and experiments) show that when review writers express both emotional and rational aspects in reviews about negative consumption experiences, they feel better afterwards and are more likely to purchase again.
中文摘要：
本研究探讨消费者如何更快从负面消费体验中恢复。通过分析评论者在撰写评论时表达情绪和理性思维的方式，研究发现，当评论者在评价负面消费经历时同时表达情感和理性思考，他们的情绪状态会改善，并更有可能再次购买相关产品或服务。五项研究（包括实地数据和实验）验证了这一结论。
6. Unveiling Stars: How Graphical Displays of Online Consumer Ratings Affect Consumer Perception and Judgment
揭开星星的秘密：在线评分图形展示如何影响消费者的感知与判断
期刊：Journal of Marketing Research
作者：Mousavi, Javad; Singh, Surendra N.; Chatterjee, Promothesh; Masters, Tamara
发表日期：2024年4月
英文摘要：
Prior research has indicated that consumers' decisions are significantly influenced by online reviews. However, existing research has focused mainly on attributes (e.g., average ratings) that are not fully controlled by firms; only limited research has investigated how controllable attributes (e.g., review display formats) affect consumers. Drawing on visual perception research, the authors examine the effectiveness of two prominent graphical display formats used by major e-commerce platforms.
中文摘要：
以往研究表明，消费者的决策受到在线评论的显著影响。然而，现有研究主要集中在企业无法完全控制的因素（如平均评分）上，较少关注可控因素（如评论展示形式）的影响。本文基于视觉感知理论，研究了两种主流电商平台使用的图形展示格式（比例式 vs. 简单式）对消费者认知和判断的影响。
总结结语
本期分享的六篇研究涵盖了市场营销与消费者行为领域的多个热点话题，从口碑传播的有效性、推荐行为的价值，到在线评论的分析与设计，为我们提供了丰富的实践启示。研究发现，长期营销活动能通过口碑带来更持久的效应，慈善导向的口碑比自我导向的更有效，而被推荐客户本身也更可能成为推荐者。此外，撰写综合情感与理性的评论能帮助消费者从负面体验中恢复，而评论的显示格式也会显著影响消费者的感知与决策。
这些研究不仅深化了我们对消费者行为的理解，也为企业和组织提供了优化营销策略的科学依据。在数字化时代，如何有效利用口碑、推荐和评论等社交证据，将成为企业赢得消费者信任与忠诚的关键。
往期回顾
Journal of Marketing Research: 最新接收论文 2025.5
论文阅读分享 | 何时回应才有效：品牌对社交媒体投诉的回应策略-JAMS
论文阅读分享 | 品牌温暖引发反馈，而非抱怨 -JAMS
营销理论梳理与应用解读 | 说服知识模型
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