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An investigation of online word-of-mouth communication in China: In-depth interviews
Citation
Yang, L and Fam, K-S and Richard, JE, An investigation of online word-of-mouth communication in China: In-depth interviews, 2011 ANZMAC Conference: Marketing in the age of consumerism, 28-30 November 2011, Perth, WA ISSN 1447-3275 (2011) [Conference Extract]
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Official URL: http://pandora.nla.gov.au/tep/25410
Abstract
The aim of the study is to investigate why information about products, brands or organizations is
generated among consumers online and what influences the initiation of online word-of-mouth
(WOM) from the sender‟s perspective. An exploratory study was conducted involving eighteen
semi-structured interviews with Chinese consumers face-to-face and online. The findings
presented factors that influence consumers‟ engagement of online WOM and revealed the impact
of personal cultural orientation on their WOM communication. Further research is required to
produce more generalisable results.
Item Details
| Item Type: | Conference Extract |
|---|---|
| Keywords: | 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: | 124106 |
| Year Published: | 2011 |
| Deposited By: | TSBE |
| Deposited On: | 2018-02-08 |
| Last Modified: | 2018-03-22 |
| Downloads: | 0 |
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