124095 Word of Mouse in China.pdf (152.08 kB)
“Word-of-Mouse” in China: In-Depth Interviews
journal contribution
posted on 2023-05-19, 15:44 authored by Lin YangLin Yang, Fam, K-S, Richard, JEThe 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.
History
Publication title
Asian Journal of Business ResearchVolume
4Issue
2 Special IssuePagination
40-51ISSN
1178-8933Department/School
TSBEPublisher
Asia Business Research Corporation Ltd.Place of publication
New ZealandRights 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) https://creativecommons.org/licenses/by-nc-nd/4.0/Repository Status
- Open