Harnessing the Influence of Social Proof in Online Shopping: The Effect of Electronic Word of Mouth on Sales of Digital Microproducts (Finding The Digital Distribution Sweet Spot Book 3)

Social proof is a social evaluation of the quality and trust-ability of a product; the social evaluation is done via eWOM. Interestingly in the Intro to e-commerce course word of mouth is stated as one of the four key means of increasing the number of visitors to ones site. Based on the title of the article, and on the screenshot from the academic powerpoint above one can assume that positive eWOM causes the increase in sale of digital microproducts. The key word in the Amblee’s article’s title is harnessing. Any eWOM will likely drive traffic to ones website or to the distribution centre for ones digital products.