Woochoel Shin is an expert in online advertising, media platforms, online reviews, as well as distribution channels and store brands.
Areas of Expertise (8)
Competitive Product Policy
Media Appearances (5)
The first online evaluation can kill products
Werbewoche (German) online
This enables a good comparison of how this works. "The first review can potentially influence the entire development of customer ratings," says UF marketing professor Woochoel Shin. According to the study published in "Marketing Science", the first evaluation can influence both the number of further customer reviews and their tone over a period of three full years. The former is related to the fact that a bad first rating leads to fewer purchases, i.e. the product has fewer chances of further reviews.
Shopping online? Here's what you should know about user reviews
To find out, Park -- now an assistant professor at the Darla Moore School of Business at the University of South Carolina -- teamed up with UF professors Jinhong Xie, Ph.D., and Woochoel Shin, Ph.D., to analyze what might cause the variation. By comparing identical vacuum cleaners, toasters and digital cameras on Amazon and Best Buy, they were able to isolate the first review as the variable in how the product fared. They showed that the first review can affect a product's overall reviews for up to three years, influencing both the amount and the tone of later reviews. "The first review has the potential to sway the entire evolution path of online consumer reviews," Shin said.
First reviews can set products up for success or failure
To find out, Park—now an assistant professor at the Darla Moore School of Business at the University of South Carolina—teamed up with professors Jinhong Xie and Woochoel Shin to analyze what might cause the variation.To find out, Park—now an assistant professor at the Darla Moore School of Business at the University of South Carolina—teamed up with professors Jinhong Xie and Woochoel Shin to analyze what might cause the variation. By comparing identical vacuum cleaners, toasters, and digital cameras on Amazon and Best Buy, they were able to isolate the first review as the variable in how the product fared. They showed that the first review can affect a product’s overall reviews for up to three years, influencing both the amount and the tone of later reviews.
The next Kirkland? Online retailers create their own brands
Chicago Tribune online
To make store brands, retailers find manufacturers who can produce the items they want, says Woochoel Shin, a marketing professor at the University of Florida's Warrington College of Business. But sometimes it's the big brands that also make the private-label goods — something many don't want to advertise. "If consumers knew that, who would buy the national brand product?" says Shin, who has studied store brands.
Even a marketing expert succumbs to store brand bias
Store brands have been growing since the 1980s, expanding from a 10 to 15 percent market share to nearly 25 percent today. The phenomenon isn’t limited to supermarkets, but extends to home improvement, office supply, and big-box stores. However, “consumers still think of store brands as a lower quality than the national brands,” says Woochoel Shin, professor of marketing at the University of Florida’s Warrington College of Business. “That’s the biggest misconception.”
Media Platforms’ Content Provision Strategies and Sources of ProfitsMarketing Science
Wilfred Amaldoss, et al.
Some media platforms earn their profits from both consumers and advertisers (e.g., Spotify, Hulu), whereas others earn their profits from either advertisers only (e.g., Jango, Tubi) or consumers only (e.g., Tidal, Netflix). Thus, media platforms adopt divergent strategies depending on how they allocate the limited space or bandwidth between content and advertising.
The Fateful First Consumer ReviewMarketing Science
Sungsik Park, et al.
This paper uncovers the striking power of a product’s first consumer review. Our analytical model suggests that two key metrics of online consumer reviews, valence and volume, are not independent, but instead evolve interdependently. This interdependence forms a mechanism to transfer a (dis)advantage from a product’s first review to both a long-lasting (dis)advantage in future word-of-mouth (WOM) valence and an increasing (dis)advantage in future WOM volume.