Week 1 - e-WOM Flashcards
e-WOM
electronic word of mouth
two types of content
marketer and consumer generated content
marketer generated content
controlled information stream directed toward consumers
consumer generated content
less controlled information stream directed toward consumers
crosscultural online communication
cross = comparison culture = collective mental programming online = reviews
two degrees of interactivity
asynchronous vs synchronous
scope of communication (3)
many-to-many
one-to-many
one-to-one
source credibility depends on two things
perceived expertise and perceived trustworthiness
source credibility of three groups
laypersons: little expertise but trustworthy
self-proclaimed expert: expertise but not trustworthy
rated expert: both expertise and trustworthy
why is e-WOM more influential than traditional WOM? (4)
speed
comfort
one-to-many
absence of face-to-face pressure
e-WOM users
opinion leaders vs opinion followers
principle among e-WOM users
90-9-1 principle
what motivates people who post reviews?
ego-focused: self-presentation
socially focused: helping others, desire for social interaction
effect of review may depend on the type of product (2)
search goods: products for which the quality of information is easy to evaluate before purchase, such as DVD players and cameras: positive reviews are seen as more valuable
experience goods: products for which the experience is more important than the product characteristics, such as airline and city trips: negative reviews are seen as more valuable
implications for organisations (3)
online reputation management: monitoring your image
webcare: reading and acting on negative messages
automatic sentiment analysis: overall company sentiment
what is webcare (2)
o Directly responding to negative review and the larger audience
o Ensure complainers stop complaining and show company responds adequately when customers are dissatisfied
mediated immediacy (3)
Immediate (through the same channel and public)
As soon as possible (timely)
Personal (signed, first person)
best method for webcare
mediated immediacy
automatic analysis of reviews (6)
o Opinion mining or sentiment analysis
o Computer evaluates subjective information
o Uses big data
o Can have limitations because of difficulties with emojis, sarcasm, abbreviations, new words, irony
o Automatic sentiment analysis of e-WOM is still in the very early phases
o Scientific gap: little research with automatic analysis or quantitative analysis has examined the role of nationality, multilingualism or culture
how to spot a fake review (3)
- Fake hotel reviews rely more on superlatives to describe experiences: exaggerated language (but may be dependent on culture or language)
- Phony reviews include greater first-person perspective: I and me
- More emphasis on external aspects: husband, business, vacation
internet reviews are of great importance for (3)
companies, institutions and consumers
e-WOM plays an important role in? (2)
consumer decision making
company reputation management
e-WOM plays an important role in? (2)
consumer decision making
company reputation management
limitations of research into e-WOM (2)
o Limited to English language
o Automatic analysis of e-WOM still limited
