Week 1 - e-WOM

Question 1

e-WOM

Answer 1

electronic word of mouth

Question 2

two types of content

Answer 2

marketer and consumer generated content

Question 3

marketer generated content

Answer 3

controlled information stream directed toward consumers

Question 4

consumer generated content

Answer 4

less controlled information stream directed toward consumers

Question 5

crosscultural online communication

Answer 5

cross = comparison
culture = collective mental programming
online = reviews

Question 6

two degrees of interactivity

Answer 6

asynchronous vs synchronous

Question 7

scope of communication (3)

Answer 7

many-to-many
one-to-many
one-to-one

Question 8

source credibility depends on two things

Answer 8

perceived expertise and perceived trustworthiness

Question 9

source credibility of three groups

Answer 9

laypersons: little expertise but trustworthy
self-proclaimed expert: expertise but not trustworthy
rated expert: both expertise and trustworthy

Question 10

why is e-WOM more influential than traditional WOM? (4)

Answer 10

speed
comfort
one-to-many
absence of face-to-face pressure

Question 11

e-WOM users

Answer 11

opinion leaders vs opinion followers

Question 12

principle among e-WOM users

Answer 12

90-9-1 principle

Question 13

what motivates people who post reviews?

Answer 13

ego-focused: self-presentation

socially focused: helping others, desire for social interaction

Question 14

effect of review may depend on the type of product (2)

Answer 14

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

Question 15

implications for organisations (3)

Answer 15

online reputation management: monitoring your image
webcare: reading and acting on negative messages
automatic sentiment analysis: overall company sentiment

Question 16

what is webcare (2)

Answer 16

o Directly responding to negative review and the larger audience
o Ensure complainers stop complaining and show company responds adequately when customers are dissatisfied

Question 17

mediated immediacy (3)

Answer 17

 Immediate (through the same channel and public)
 As soon as possible (timely)
 Personal (signed, first person)

Question 18

best method for webcare

Answer 18

mediated immediacy

Question 19

automatic analysis of reviews (6)

Answer 19

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

Question 20

how to spot a fake review (3)

Answer 20

• 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

Question 21

internet reviews are of great importance for (3)

Answer 21

companies, institutions and consumers

Question 22

e-WOM plays an important role in? (2)

Answer 22

consumer decision making

company reputation management

Question 23

e-WOM plays an important role in? (2)

Answer 23

consumer decision making

company reputation management

Question 23

limitations of research into e-WOM (2)

Answer 23

o Limited to English language

o Automatic analysis of e-WOM still limited