Role of Product-Related Conversations in the Diffusion of a New Product

Arndt, Johan

doi:10.2307/3149462

Cited by 742 publications

(386 citation statements)

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“…Prior work shows that such sharing has important consequences. WOM influences the attitudes and behaviors of consumers who share it and consumers who hear it (Arndt 1967;Dholakia et al 2004;Moore 2012), thus affecting firms' sales, profits, and relationships with their customers (Chevalier and Mayzlin 2006;Dellarocas, Zhang, and Awad 2007). Recent work has revealed that the use of particular language in WOM (e.g., explaining words, emotion words) can affect consumers' product evaluations, choices, and review helpfulness ratings (Kronrod and Danziger 2013;Moore 2015;Schellekens, Verlegh, and Smidts 2010;Yin, Bond, and Zhang 2014).…”

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confidence: 99%

She Said, She Said: Differential Interpersonal Similarities Predict Unique Linguistic Mimicry in Online Word of Mouth

Moore¹,

McFerran²

2017

Journal of the Association for Consumer Research

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3This research examines the antecedents, causes, and consequences of linguistic mimicry, which assesses how closely individuals match others' word use, in online WOM. We examine mimicry of both linguistic style (how things are said) and content (what is said). To our knowledge, this research provides the first demonstration of unique linguistic mimicry, where consumers engaging in online WOM differentially mimic other posters' word use. Two experiments and one study using field data show that when consumers are personally similar to an individual who has previously posted (e.g., same gender), they mimic this individual's positive emotion and social word use. When consumers are similar in status to an individual who has previously posted (e.g., same forum ranking), they mimic this individual's cognitive and descriptive word use. This differential mimicry is driven by affiliation versus achievement goals, respectively, and affects consumers' engagement in online WOM in terms of posting incidence and volume.

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confidence: 99%

She Said, She Said: Differential Interpersonal Similarities Predict Unique Linguistic Mimicry in Online Word of Mouth

Moore¹,

McFerran²

2017

Journal of the Association for Consumer Research

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“…the store) and the fit between the parent brand and the sub brand category. It is considered essential that the store image, associated with the parent brand, somehow supports the store branded product category (Arndt, 1967) and mitigates the perceived risk of buying the category.…”

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confidence: 99%

Modelling consumer responses to an apparel store brand: Store image as a risk reducer

Liljander

Polsa

Riel

2009

Journal of Retailing and Consumer Services

171

154

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“…A comunicação BAB pode ter um papel decisivo ao influenciar mais o comportamento do que a propaganda, sendo percebida como mais confiável porque vem de líderes de opinião, membros de família, amigos e outras fontes percebidas como não comerciais e não relacionadas oficialmente às empresas (Kozinets et al, 2010). Em um dos primeiros trabalhos relevantes sobre o tema, Arndt (1967) definiu a comunicação BAB como "uma comunicação oral e pessoal entre um emissor percebido como não comercial e um receptor, tratando de uma marca, um produto ou um serviço oferecido para venda" (p. 190).…”

Section: Comunicação Boca a Boca Eletrônica (Bab-e)unclassified

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

Tubenchlak¹,

Lima²,

Zanini³

et al. 2015

Rev. adm. contemp.

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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.

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Role of Product-Related Conversations in the Diffusion of a New Product

Cited by 742 publications

References 0 publications

She Said, She Said: Differential Interpersonal Similarities Predict Unique Linguistic Mimicry in Online Word of Mouth

She Said, She Said: Differential Interpersonal Similarities Predict Unique Linguistic Mimicry in Online Word of Mouth

Modelling consumer responses to an apparel store brand: Store image as a risk reducer

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

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