TY - JOUR
T1 - Making your online voice loud
T2 - The critical role of WOM information
AU - Huang, Minxue
AU - Cai, Fengyan
AU - Tsang, Alex S.L.
AU - Zhou, Nan
N1 - Copyright:
Copyright 2011 Elsevier B.V., All rights reserved.
PY - 2011/7
Y1 - 2011/7
N2 - 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.
AB - 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.
KW - Diffusive communication
KW - Information characteristics
KW - Internet marketing
KW - Marketing communications
KW - Online environments
KW - Word of mouth
UR - http://www.scopus.com/inward/record.url?scp=79959560380&partnerID=8YFLogxK
U2 - 10.1108/03090561111137714
DO - 10.1108/03090561111137714
M3 - Journal article
AN - SCOPUS:79959560380
SN - 0309-0566
VL - 45
SP - 1277
EP - 1297
JO - European Journal of Marketing
JF - European Journal of Marketing
IS - 7
ER -