Mindmap

E-WOM

Veronika Soós Englisch

Inhalt der Mindmap

E-WOM

platforms
- online discussion forums
- online consumer review sites
- blogs
- social networking sites
- online brand/shopping sites
multi way exchange of information
- unprecedent scalability
- speed of diffusion
- persistent accesibility
theoretical foundation
- dual process theory
  - ELM
    - impact of information quality + source credibility
      - expertise
        more credibility that market generated content
- interpersonal theory
elements
- communicator
  - diversed group of people
    - credibility, trustworthyness
- stimulus
  - argument quality
  - recommendation framing
    - negativity bias
  - recommendation sidedness
  - number of reviews
- receiver
  - - eWOM is stronger than +
- response
  - attitude change
  - purchase intention
  - purchase
  - influencer/moderating factors of action
    - knowledge
    - expreience
    - expertise
    - involvement
      - central route
      - pheripheral route