An investigation of problem-solving support and relaxation motivations on e-WOM

Abstract

As a consequence of greater computer-mediated consumer-to-consumer communication within the firm's marketing communications, there has been a growing need to understand these digital interactions more explicitly. That is, we still know little about the exact extrinsic and intrinsic motivations that drive electronic word-of-mouth. The purpose of the paper is to better understand why members within community-based websites develop a need to exchange and/or develop a social bond within the community. Questionnaire data were gathered from 147 members of an online beauty forum in Australia. The findings highlight that those members seeking problem-solving support in combination with elements of relaxation will be more inclined to exchange with other community members and develop a social bond within that community. Marketing managers can capitalise these findings by strengthening problem-solving support systems and creating environments where community members can also relax and unwind to increase the exchange between members and also increase the social bonds within the community.

An examination of online ratings on hotel performance indicators: An analysis of the Boston hotel market

“…The Labsomboonsiri et al (2014) study supported problem-solving as an extrinsic motivation by members, since it leads to both enjoyment and social bonding within the community with which they are involved. This study also found that social bonding was a higher generator of problemsolving emotional support than the actual information exchange.…”

“…Motivation is another factor to consider when understanding the intent behind providing a message in the eWOM format. One aspect to motivation can be the assistance provided through a problem-solving supportive nature and the sense of contributing to online community engagement (Labsomboonsiri, Mathews, & Luck, 2014;Wang & Fesenmaier, 2004a, 2004b.…”

“…While individuals can gain emotional support from a diverse group of people (Wright, 2000), they are more apt to obtain that emotional support from people with whom they relate better, as they have similar characteristics and life experiences (Wellman & Wortley, 1990). The aspect of an online community can be found to be more supportive than even friends or family: community members might have more knowledge of a particular area of consumption interest, whereas family and friends could be less supportive because their knowledge in the area is lacking (Labsomboonsiri et al, 2014). In order to obtain the extrinsic motivation sought by finding problem-solving support, they are in turn trying to solve their intrinsic motivation by being able to relax and reduce tension.…”

Comunicação boca a boca em meio digital: um estudo exploratório sobre o comportamento do público idoso

“…Já a motivação intrínseca é evocada por recompensas internas e se origina dentro de um indivíduo, como por exemplo o relaxamento, ou seja, estar livre de tensões (KOZAK, 2002). Para Labsomboonsiri et al (2017) essas duas motivações (prazer e vínculo social)…”

“…Alguns estudos apontam as motivações que contribuem com o boca a boca em meio digital (Kaplan e Haenlein, 2011;Gladwell, 2002;Labsomboonsiri et al (2017); Tang et al, 2016;Ho e Dempsey, 2010). No entanto, não existe consenso sobre essas motivações e, muitas vezes, os resultados apresentados se contrapõem (Almeida et al 2011).…”