Electronic word of mouth (eWOM)

Lee, Mi-Ra; Youn, Seounmi

doi:10.2501/s0265048709200709

Cited by 508 publications

(148 citation statements)

References 41 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Además, el eWOM (electronic WOM), cada vez adquiere mayor relevancia y tiene más influencia en las comunidades virtuales (Hung y Yiyan Li, 2007) y en los juicios y decisiones de los consumidores sobre los productos (Lee y Youn, 2009). Parte de los estudios realizados se han centrado en comparar los efectos del WOM en las redes sociales de Internet con respecto a las formas tradicionales de comunicación (Trusov, Bucklin y Pauwels, 2009), así como en contrastar los efectos del eWOM entre los teléfonos móviles y los ordenadores (Okazaki, 2009).…”

Section: Revisión Teóricaunclassified

Las técnicas emergentes en comunicación comercial y sus efectos percibidos. Un análisis descriptivo

Blanco

Herrera

2013

Pensar Public.

View full text Add to dashboard Cite

Section: Revisión Teóricaunclassified

Las técnicas emergentes en comunicación comercial y sus efectos percibidos. Un análisis descriptivo

Blanco

Herrera

2013

Pensar Public.

View full text Add to dashboard Cite

“…Desta forma, deixaram de ser receptores passivos para tornaram-se criadores ativos de informações de consumo. A comunicação boca a boca tradicional (doravante BAB), antes, restrita ao pequeno círculo de familiares e amigos, passou a conviver com a comunicação boca a boca eletrônica (doravante BAB-e), um diálogo entre milhares de usuários na internet (H. Lee, Lee, Kim, & Lee, 2013;Yoo, Sanders, & Moon, 2013), realizado através de diferentes plataformas: sites de opinião de consumidores (Dellarocas, 2003;Hennig-Thurau et al, 2004), sites de marcas (M. Lee & Youn, 2009), blogs (Kozinets, Valck, Wojnicki, & Wilner, 2010) e sites de redes sociais (Chu & Choi, 2011;Chu & Kim, 2011;Wolny & Mueller, 2013). Neste cenário, destaca-se o surgimento dos sites de redes sociais na internet, como o Facebook, LinkedIn e Twitter.…”

Section: Introductionunclassified

Motivações da Comunicação Boca a Boca Eletrônica Positiva entre Consumidores no Facebook

Tubenchlak¹,

Lima²,

Zanini³

et al. 2015

Rev. adm. contemp.

View full text Add to dashboard Cite

ResumoEste estudo buscou investigar as motivações subjacentes ao comportamento de comunicação boca a boca eletrônica (BAB-e) positiva sobre produtos, serviços e marcas no site de redes sociais Facebook, no contexto brasileiro. Para tanto, foram desenvolvidas hipóteses de pesquisa e um modelo teórico para se entender as motivações da comunicação BAB-e positiva nesse contexto. A fim de testar a validade do modelo proposto, um levantamento amostral foi conduzido com 468 usuários do site no Brasil. Os dados foram analisados por meio de modelos de equações estruturais. Os resultados sugerem como motivações significantes a preocupação com outros consumidores e o desejo de interação social, assim como os desejos de extravasar emoções positivas e de ajudar a empresa. A hipótese que previu que as recompensas econômicas afetam positivamente a comunicação BAB-e positiva não foi confirmada, assim, sugerindo que as motivações deste comportamento no Facebook são de natureza social e psicológica mais do que puramente econômica. O teste empírico deu suporte ao papel moderador da força dos laços sociais na relação entre preocupação com outros consumidores e comunicação BAB-e positiva.Palavras-chave: comunicação boca a boca eletrônica; motivações; redes sociais; sites; Facebook. AbstractThe purpose of the present study is to investigate the underlying motivations for positive electronic word of mouth (eWOM) behavior about products, services and brands by Brazilian Facebook users. Research hypotheses and a theoretical model were developed to further our understanding of positive eWOM communication motivations. A survey was conducted with 468 Facebook users in Brazil in order to empirically test the validity of the proposed model. Data was analyzed using structural equations models. Results suggest that concern for other consumers, the desire to engage in social interactions, as well as the desire to share positive emotions and help companies are significant motivations. The hypothesis which predicted that economic rewards are correlated with positive eWOM communication was not confirmed, suggesting that social and psychological motivations are more correlated with eWOM behavior than purely economic reasons for Brazilian Facebook users. The empirical test supported the moderating role of tie strength in the relationship between concern for other consumers and positive eWOM communication.

show abstract

“…However, SNSs have transformed traditional WOM into electronic WOM (e-WOM). E-WOM defined as information (experiences and opinions) sharing via online platforms such as web sites, social networks, instant messages, news feeds, and other platforms (Lee & Youn, 2009). Comparing to traditional WOM, e-WOM has the potential to be spread into a wider audience.…”

Section: Introductionmentioning

confidence: 99%

E-WOM Adoption and Sharing Behavior in Social Network Sites: The Impact of Engagement in SNSs

Imlawi¹

2017

IBR

View full text Add to dashboard Cite

Social network sites (SNSs) is becoming a credible source of online information. Despite the increasing use of social networks in message persuasion literature, there is still a need for investigating the role it can play in users' adoption of online information and its impact on users' sharing behavioral intention of this online information. This research utilizes the peripheral route in elaboration likelihood model to investigate the impact of source credibility on engagement in SNSs and on e-WOM adoption, the impact of engagement in SNSs and recommendation rating on e-WOM adoption, and the impact of e-WOM adoption on sharing behavioral intention.The findings suggest that factors, that are not directly related to the online message content, like source credibility, recommendation rating, and online users' engagement in SNSs groups, positively impact online information adoption by SNSs users, and their sharing behavioral intention of this online information. The study is finally concluded by suggesting the theoretical implications, and by providing strategies for firms to adjust their online activities in order to succeed in improving their customers' engagement, and their customers' adopting of these firms' products and services' information.

show abstract

Electronic word of mouth (eWOM)

Cited by 508 publications

References 41 publications

Las técnicas emergentes en comunicación comercial y sus efectos percibidos. Un análisis descriptivo

Las técnicas emergentes en comunicación comercial y sus efectos percibidos. Un análisis descriptivo

Motivações da Comunicação Boca a Boca Eletrônica Positiva entre Consumidores no Facebook

E-WOM Adoption and Sharing Behavior in Social Network Sites: The Impact of Engagement in SNSs

Contact Info

Product

Resources

About