An examination into the determinants of positive and negative electronic word-of-mouth communication

Christy M K CHEUNG*, Zach W.Y. Lee

*Corresponding author for this work

Research output: Chapter in book/report/conference proceedingConference contributionpeer-review

Abstract

The Internet has empowered consumers. More and more marketers attempt to harness the power of word-of-mouth communication in the online environment. In this paper, we attempt to explore the underlying motives for consumers engaging in both positive and negative eWOM communication. The findings reported here indicate that consumers engage in positive eWOM mostly for altruistic, self-enhancement, reciprocity, and sense of belonging. In contrast, consumers engage in negative eWOM for altruistic and venting negative feeling. The results of this exploratory study showed that though eWOM behaviour is the same, the underlying motives are very different. Thus, we recommend future research should clearly specify whether they are investigating PeWOM or NeWOM, and researchers should continue to identify corresponding theories to explain the two different eWOM phenomena.

Original languageEnglish
Title of host publicationProceedings of the 11th International Conference on Electronic Business (ICEB 2011)
Pages182-189
Number of pages8
Publication statusPublished - 2011
Event11th International Conference on Electronic Business: Borderless E-Business for the Next Decade, ICEB 2011 - Bangkok, Thailand, Bangkok, Thailand
Duration: 29 Nov 20112 Dec 2011

Publication series

Name
ISSN (Print)1683-0040

Conference

Conference11th International Conference on Electronic Business: Borderless E-Business for the Next Decade, ICEB 2011
Country/TerritoryThailand
CityBangkok
Period29/11/112/12/11

Scopus Subject Areas

  • Business, Management and Accounting(all)
  • Computer Science(all)

User-Defined Keywords

  • Electronic word-of-mouth communication
  • Negative eWOM
  • Online consumer-opinion platforms
  • Positive eWOM
  • Social media

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