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An investigation of online word-of-mouth communication in a collectivist society: A conceptual framework
Citation
Yang, L and Fam, K-S and Richard, JE, An investigation of online word-of-mouth communication in a collectivist society: A conceptual framework, 2010 Global Marketing Conference Program, 9-11 September 2010, Tokyo, pp. 747-750. (2010) [Conference Extract]
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Abstract
The Internet provides consumers with various venues to share their experiences and
views. The power and process of personal influence has been reinforced by various
phenomena, such as buzz (Carl, 2006) and tipping points (Gladwell, 2000). Marketers
are particularly interested in better understanding online word-of-mouth (WOM)
because traditional forms of communication appear to be losing effectiveness (Nail,
2005). As online WOM communication becomes increasingly important and prevalent
in today’s consumers’ interpersonal communication, it attracts considerable attention
across disciplines including sociology, communication and information management.
Given the increasing and persuasive power attributed to word-of-mouth
communication, an understanding of what affects consumers’ online WOM behaviour
is vital for marketers in order to increase their chances of tapping this online WOM
communication.
Item Details
Item Type: | Conference Extract |
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Keywords: | online word of mouth, collectivism, conceptual model, WOM initiator |
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: | 124114 |
Year Published: | 2010 |
Deposited By: | TSBE |
Deposited On: | 2018-02-08 |
Last Modified: | 2018-03-22 |
Downloads: | 0 |
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