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An investigation of online word-of-mouth communication in China: In-depth interviews


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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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
Author:Yang, L (Dr Lin Yang)
ID Code:124106
Year Published:2011
Deposited By:Tasmanian School of Business and Economics
Deposited On:2018-02-08
Last Modified:2018-03-22

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