Social influence model and electronic word of mouth
نویسندگان
چکیده
منابع مشابه
Electronic Word-of-Mouth: an Integration of Social Influence and Identity
Over the past decade, electronic word-of-mouth communication (EWOM) has become more salient in online contexts. However, the extant literature on EWOM has largely depended upon theories developed in traditional offline contexts. We proposed that both individual and social settings should not be ignored in the study of EWOM and sought to integrate two perspectives: social influence and social id...
متن کاملThe Pervasive Influence of Electronic Word of Mouth (eWOM) on Today’s Social Consumer
Social networking sites (SNSs) are a booming worldwide phenomenon with enormous business potential for companies to communicate with their targetaudience consumers and spread their brand-related messages. One of the notable distinguishing characteristics of SNSs, when compared to previous Web 1.0-based communication tools, is the active role that consumers play in the communication process with...
متن کاملElectronic Word of Mouth: Definitions and Concepts
Because of its great impact on the consumer’s behavior, electronic Word Of Mouth (eWOM) has become an important concept for the researchers and during the last decade, a great deal of attention was paid to the concept of eWOM. However, despite the growing number of studies on the subject, related literature remains fragmented, possibly affecting the long term development of the eWOM research. F...
متن کاملElectronic word-of-mouth: Challenges and opportunities
Word-of-mouth (WOM) has been recognized as one of the most influential resources of information transmission. However, conventional WOM communication is only effective within limited social contact boundaries. The advances of information technology and the emergence of online social network sites have changed the way information is transmitted and have transcended the traditional limitations of...
متن کاملElectronic Word of Mouth and Knowledge Sharing on Social Network Sites: A Social Capital Perspective
Social network sites (SNSs) have attracted millions of users who interact with each other and with companies. However, few studies have examined the impact of knowledge sharing through electronic word of mouth (eWOM) in the context of SNSs. This paper investigates the relationship among the use of SNSs, users’ social capital, knowledge sharing, and eWOM. The results show that the intensity of u...
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ژورنال
عنوان ژورنال: International Journal of Advertising
سال: 2009
ISSN: 0265-0487,1759-3948
DOI: 10.2501/s0265048709200692