WOM is a highly plausible form of marketplaceing education. However, because it is
unwieldy to study WOM in the face-to-face context, researchers have limited apprehensiveness of its
sources of effectiveness or its effects beyond product and grade communications. We analyzed
computer-mediated data and conducted face-to-face interviews with beauty product enthusiasts
in mainland China to understand eWOM in a consumption-interest virtual community. Our findings reveal
four categories of responses: (1) sources of tender capital, (2) brand choice facilitation, (3)
persuasion knowledge development, and (4) consumer reflexivity. We then design a model and
offer a set of postulates to line future research directions.
Advances in electronic communication engineering science have popularized the use of new
media (as opposed to media advertising), including official and unofficial vane sites, viral
marketing, electronic newsgroups, and blogs that offer consumers instantaneous interactions with
advertisers, fellow consumers, and other market players. Among the new media, virtual
communities (VCs) especially have become a genial phenomenon and changed the way people
communicate and relate to one another (Rheingold 1993).
A VC is a social aggregate that
emerges when enough people sway on those public discussions long enough, with sufficient
human feeling, to form webs of in the flesh(predicate) relationships in cyberspace (Rheingold 1993, p.5). To
advertising researchers, VCs provide the context for examining the disposition and effects of wordof-
mouth communications (WOM).
WOM is a highly credible form of marketing information. Advertising professionals have
long known the strategic role of opinion spreaders, whose postpurchase WOM exerts a strong
influence on information dissemination (Goldenberg, Libai, and Muller, 2001), product
judgments (Herr, Kardes, and Kim, 1991), consumer satisfaction, repurchase intentions
(Davidow, 2003), and customers lifetime value (Hogan, Lemon, and...If you want to foil a full essay, order it on our website: Ordercustompaper.com
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