Unknown, surprising, and economically significant:

The realities of electronic word of mouth in Chinese social networking sites

Edward Kasabov

Research output: Contribution to journalArticle

13 Citations (Scopus)

Abstract

The increasing significance of electronic word-of-mouth (e-WoM) has followed the rapid growth of Internet usage. Consumers seek information provided by other online users on various online platforms, including social networking sites (SNSs) which are considered ideal platforms for e-WoM. We report research with Chinese consumers on the motivation and use of e-WoM in SNSs, drivers and dynamics of e-WoM, and e-WoM influences on consumer behavior. A number of normative expectations and conclusions in extant research are disconfirmed through empirical research, including the non-significance of non-information-related, social and hedonic motives for seeking e-WoM, and the secondary role of social capital. Findings are incorporated in a novel framework to inform theory development. By providing insights about e-WoM motivations and behaviors in SNSs and by focusing on such dynamics in the Chinese market, a topic is highlighted that is economically significant but is less frequently documented in marketing.
Original languageEnglish
Pages (from-to)642-652
Number of pages11
JournalJournal of Business Research
Volume69
Issue number2
Early online date2 Sep 2015
DOIs
Publication statusPublished - Feb 2016
Externally publishedYes

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Electronic word-of-mouth
Social networking sites
Consumer behaviour
World Wide Web
Marketing
Social capital
Empirical research
Chinese market
Consumer information
Chinese consumers
Theory development

Cite this

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title = "Unknown, surprising, and economically significant:: The realities of electronic word of mouth in Chinese social networking sites",
abstract = "The increasing significance of electronic word-of-mouth (e-WoM) has followed the rapid growth of Internet usage. Consumers seek information provided by other online users on various online platforms, including social networking sites (SNSs) which are considered ideal platforms for e-WoM. We report research with Chinese consumers on the motivation and use of e-WoM in SNSs, drivers and dynamics of e-WoM, and e-WoM influences on consumer behavior. A number of normative expectations and conclusions in extant research are disconfirmed through empirical research, including the non-significance of non-information-related, social and hedonic motives for seeking e-WoM, and the secondary role of social capital. Findings are incorporated in a novel framework to inform theory development. By providing insights about e-WoM motivations and behaviors in SNSs and by focusing on such dynamics in the Chinese market, a topic is highlighted that is economically significant but is less frequently documented in marketing.",
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Unknown, surprising, and economically significant: The realities of electronic word of mouth in Chinese social networking sites. / Kasabov, Edward.

In: Journal of Business Research, Vol. 69, No. 2, 02.2016, p. 642-652.

Research output: Contribution to journalArticle

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