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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 Type:	Conference Extract
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
Author:	Yang, L (Dr Lin Yang)
ID Code:	124114
Year Published:	2010
Deposited By:	Tasmanian School of Business and Economics
Deposited On:	2018-02-08
Last Modified:	2018-03-22
Downloads:	0