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“Word-of-Mouse” in China: In-Depth Interviews
Citation
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]
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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) https://creativecommons.org/licenses/by-nc-nd/4.0/
Abstract
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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