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“Word-of-Mouse” in China: In-Depth Interviews


Yang, L and Fam, K-S and Richard, JE, 'Word-of-Mouse' in China: In-Depth Interviews, Asian Journal of Business Research, 4, (2 Special Issue) pp. 40-51. ISSN 1178-8933 (2014) [Refereed Article]


Copyright Statement

Copyright 2014 Asian Journal of Business Research (AJBR). Licensed under Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND 4.0)

DOI: doi:10.14707/ajbr.140009


The aim of the study is to investigate why information about products, brands or organisations is generated among consumers online and what influences the initiation of online word-of-mouth from the sender’s perspective. An exploratory study was conducted involving 18 semi-structured interviews with Chinese consumers either face-to-face or online. The findings presented factors that influence consumers’ engagement of online word-of-mouth communication and revealed the impact of personal cultural orientation on this communication.

Item Details

Item Type:Refereed Article
Keywords:word-of-mouse, online word-of-mouth, communication, consumer behaviour, collectivism
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing not elsewhere classified
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Yang, L (Dr Lin Yang)
ID Code:124095
Year Published:2014
Deposited By:TSBE
Deposited On:2018-02-08
Last Modified:2018-04-13
Downloads:94 View Download Statistics

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