E-WOM

E-WOM

1. platforms

   • online discussion forums
   • online consumer review sites
   • blogs
   • social networking sites
   • online brand/shopping sites

2. multi way exchange of information

   • unprecedent scalability
   • speed of diffusion
   • persistent accesibility

3. theoretical foundation

   • dual process theory
     • ELM
       • impact of information quality + source credibility
         • expertise
           • more credibility that market generated content
   • interpersonal theory

4. 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