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Making your online voice loud: the critical role of WOM information

Making your online voice loud: the critical role of WOM information Purpose – This paper seeks to explore factors that can help generate a bigger ripple for diffusive Word‐of‐Mouth (WOM) in an online environment. Specifically, the paper aims to demonstrate how the characteristics of WOM information influence the ripple effect. Design/methodology/approach – The paper used a survey based on real posts in online discussion forums to collect the data. Structural Equation Modelling (SEM) was utilized for analysis. Findings – WOM as diffusive communication could generate a ripple effect. All of the WOM characteristics, which were investigated (quality, authority, authenticity and interestingness), have a positive effect on resenders' acceptance toward WOM, which, in turn, have a significant positive impact on resenders' resending intention. Furthermore, the positive impacts of WOM characteristics on resenders' acceptance exist, regardless of whether the valence of WOM information is positive or negative. Research limitations/implications – This study provides insights into the role of WOM information in facilitating the WOM ripple effect. However, the specific characteristics of WOM information that influence consumers' perceptions of WOM are not explored in the present research. Originality/value – The results of the study may help practitioners manipulate and use online WOM information in order to make marketing communications more efficient and influential. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Making your online voice loud: the critical role of WOM information

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References (51)

Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090561111137714
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper seeks to explore factors that can help generate a bigger ripple for diffusive Word‐of‐Mouth (WOM) in an online environment. Specifically, the paper aims to demonstrate how the characteristics of WOM information influence the ripple effect. Design/methodology/approach – The paper used a survey based on real posts in online discussion forums to collect the data. Structural Equation Modelling (SEM) was utilized for analysis. Findings – WOM as diffusive communication could generate a ripple effect. All of the WOM characteristics, which were investigated (quality, authority, authenticity and interestingness), have a positive effect on resenders' acceptance toward WOM, which, in turn, have a significant positive impact on resenders' resending intention. Furthermore, the positive impacts of WOM characteristics on resenders' acceptance exist, regardless of whether the valence of WOM information is positive or negative. Research limitations/implications – This study provides insights into the role of WOM information in facilitating the WOM ripple effect. However, the specific characteristics of WOM information that influence consumers' perceptions of WOM are not explored in the present research. Originality/value – The results of the study may help practitioners manipulate and use online WOM information in order to make marketing communications more efficient and influential.

Journal

European Journal of Marketing – Emerald Publishing

Published: Jul 26, 2011

Keywords: Word of mouth; Diffusive communication; Online environments; Information characteristics; Internet marketing; Marketing communications

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