Consumer Adoption of PC-Based/Mobile-Based Electronic Word-of-Mouth

Abstract

Electronic word of mouth (eWOM) on products and services is getting more important in consumer behavior as well as marketing communication. Regarding the issue, marketing and consumer scholars have conducted research on eWOM message senders and recipients. Focusing on eWOM receiving behavior, this chapter presents academic knowledge regarding how recipients evaluate mobile e-WOM messages and how he/she behaves as a consequence. There are two kinds of eWOM, i.e., PC-based eWOM and mobile-based eWOM (mWOM). Moreover, two types of messages can be identified in each kind of eWOM—viral messages from marketers via friends and relatives, and eWOM reviews on products and services from anonymous senders. Prior studies on viral marketing can be further divided into two research streams; research that have constructed and tested causal models explaining why consumers participate in viral marketing, and research that have focused on illustrating comprehensively a multi-stage cognitive and behavioral customer journey towards receiving, using, and forwarding viral marketing messages.

User Generated Information on Mobile Channels With More Concise Reviews and More Extreme Ratings

“…Considering the prediction that the worldwide mobile application market will reach $110 billion by the end of 2018 [19], it is of ever increasing significance to discover knowledge based on mobile word of mouth. Meanwhile, mobile word of mouth differs from PC word of mouth in terms of review linguistic style [20], perceived value and helpfulness [21], and reader adoption rate [22]. Hence, previous knowledge from PC word of mouth may not necessarily apply to mobile scenarios.…”

Do online reviews reveal mobile application usability and user experience? The case of WhatsApp

“…ITH the rapid development of mobile devices, increasing numbers of mobile applications (apps) are being manufactured and deployed, and these apps are accompanied by rich user reviews. This informal type of communication, directed at an unspecified number of people using internet-based technology and related to the usage of particular goods or services is defined as electronic word-ofmouth (eWOM) [1]. Undeniably, this phenomenon has attracted considerable attention from application users as well as their vendors.…”