How Does Sentiment Content of Product Reviews Make Diffusion Different?

The current study is focusing on diffusion and adoption of new digital artifacts. The goal is to explore the social role of user-generated content (UGC) during the diffusion process of digital products in the context of online social networks. Data collection is conducted on 154 new digital products during a two-year timeframe. Results of the study provide a deeper insight into the influence of sentiment content on new product diffusion and how such a web system (i.e., online social networks) can help to enable a process of value co-creation. The overall finding shows that sentiment content has a positive, but dynamic relationship with diffusion of digital products. The study sheds light on the crowding power and the long-tail effect in online social networks. Findings also offer valuable implications for organizations to set up their strategic vision in terms of information dissemination, digital marketing, and customer relationship management.