RT Journal Article
SR Electronic
T1 The Influence of eWOM on Virtual Consumer Communities: Social Capital, Consumer Learning, and Behavioral Outcomes
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 485
OP 495
DO 10.2501/S002184990707050X
VO 47
IS 4
A1 Kineta H. Hung
A1 Stella Yiyan Li
YR 2007
UL http://www.journalofadvertisingresearch.com/content/47/4/485.abstract
AB Word of mouth (WOM) is a highly credible form of marketing information. However, because it is difficult to study WOM in the face-to-face context, researchers have limited understanding of its sources of effectiveness or its effects beyond product and brand communications. We analyzed computer-mediated data and conducted face-to-face interviews with beauty product enthusiasts in China to understand electronic WOM (eWOM) in a consumption-interest virtual community. Our findings reveal four categories of responses: (1) sources of social capital, (2) brand choice facilitation, (3) persuasion knowledge development, and (4) consumer reflexivity. We then propose a model and offer a set of postulates to outline future research directions.