TY - GEN
T1 - An examination into the determinants of positive and negative electronic word-of-mouth communication
AU - Cheung, Christy M K
AU - Lee, Zach W.Y.
N1 - Copyright:
Copyright 2013 Elsevier B.V., All rights reserved.
PY - 2011
Y1 - 2011
N2 - 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.
AB - 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.
KW - Electronic word-of-mouth communication
KW - Negative eWOM
KW - Online consumer-opinion platforms
KW - Positive eWOM
KW - Social media
UR - http://www.scopus.com/inward/record.url?scp=84873424019&partnerID=8YFLogxK
M3 - Conference proceeding
AN - SCOPUS:84873424019
SP - 182
EP - 189
BT - Proceedings of the 11th International Conference on Electronic Business (ICEB 2011)
T2 - 11th International Conference on Electronic Business: Borderless E-Business for the Next Decade, ICEB 2011
Y2 - 29 November 2011 through 2 December 2011
ER -