The Influence of eWOM on Virtual Consumer Communities: Social Capital, Consumer Learning, and Behavioral Outcomes

Kineta H. Hung; Stella Yiyan Li

doi:10.2501/S002184990707050X

The Influence of eWOM on Virtual Consumer Communities: Social Capital, Consumer Learning, and Behavioral Outcomes

Kineta H. Hung, Stella Yiyan Li

Department of Communication Studies

Research output: Contribution to journal › Journal article › peer-review

281 Citations (Scopus)

Abstract

Word of mouth (WOM) is a highly credible form of marketing information. However, because it is difficult to study WOM in the face-to-face context, researchers have limited understanding of its sources of effectiveness or its effects beyond product and brand communications. We analyzed computer-mediated data and conducted face-to-face interviews with beauty product enthusiasts in China to understand electronic WOM (eWOM) in a consumption-interest virtual community. Our findings reveal four categories of responses: (1) sources of social capital, (2) brand choice facilitation, (3) persuasion knowledge development, and (4) consumer reflexivity. We then propose a model and offer a set of postulates to outline future research directions.

Original language	English
Pages (from-to)	485-495
Number of pages	11
Journal	Journal of Advertising Research
Volume	47
Issue number	4
DOIs	https://doi.org/10.2501/S002184990707050X
Publication status	Published - 1 Dec 2007

Access to Document

10.2501/S002184990707050X

Cite this

@article{6e91561898e341779c8baa103ff657d4,

title = "The Influence of eWOM on Virtual Consumer Communities: Social Capital, Consumer Learning, and Behavioral Outcomes",

abstract = "Word of mouth (WOM) is a highly credible form of marketing information. However, because it is difficult to study WOM in the face-to-face context, researchers have limited understanding of its sources of effectiveness or its effects beyond product and brand communications. We analyzed computer-mediated data and conducted face-to-face interviews with beauty product enthusiasts in China to understand electronic WOM (eWOM) in a consumption-interest virtual community. Our findings reveal four categories of responses: (1) sources of social capital, (2) brand choice facilitation, (3) persuasion knowledge development, and (4) consumer reflexivity. We then propose a model and offer a set of postulates to outline future research directions.",

author = "Hung, {Kineta H.} and Li, {Stella Yiyan}",

year = "2007",

month = dec,

day = "1",

doi = "10.2501/S002184990707050X",

language = "English",

volume = "47",

pages = "485--495",

journal = "Journal of Advertising Research",

issn = "0021-8499",

publisher = "The Advertising Research Foundation",

number = "4",

}

TY - JOUR

T1 - The Influence of eWOM on Virtual Consumer Communities: Social Capital, Consumer Learning, and Behavioral Outcomes

AU - Hung, Kineta H.

AU - Li, Stella Yiyan

PY - 2007/12/1

Y1 - 2007/12/1

N2 - Word of mouth (WOM) is a highly credible form of marketing information. However, because it is difficult to study WOM in the face-to-face context, researchers have limited understanding of its sources of effectiveness or its effects beyond product and brand communications. We analyzed computer-mediated data and conducted face-to-face interviews with beauty product enthusiasts in China to understand electronic WOM (eWOM) in a consumption-interest virtual community. Our findings reveal four categories of responses: (1) sources of social capital, (2) brand choice facilitation, (3) persuasion knowledge development, and (4) consumer reflexivity. We then propose a model and offer a set of postulates to outline future research directions.

AB - Word of mouth (WOM) is a highly credible form of marketing information. However, because it is difficult to study WOM in the face-to-face context, researchers have limited understanding of its sources of effectiveness or its effects beyond product and brand communications. We analyzed computer-mediated data and conducted face-to-face interviews with beauty product enthusiasts in China to understand electronic WOM (eWOM) in a consumption-interest virtual community. Our findings reveal four categories of responses: (1) sources of social capital, (2) brand choice facilitation, (3) persuasion knowledge development, and (4) consumer reflexivity. We then propose a model and offer a set of postulates to outline future research directions.

UR - http://www.scopus.com/inward/record.url?eid=2-s2.0-56149098714&partnerID=MN8TOARS

U2 - 10.2501/S002184990707050X

DO - 10.2501/S002184990707050X

M3 - Journal article

SN - 0021-8499

VL - 47

SP - 485

EP - 495

JO - Journal of Advertising Research

JF - Journal of Advertising Research

IS - 4

ER -

The Influence of eWOM on Virtual Consumer Communities: Social Capital, Consumer Learning, and Behavioral Outcomes

Abstract

Access to Document

Other files and links

Fingerprint

Cite this