Business Commons^™

B2b Ewom On Alibaba: Signaling Through Online Reviews In Platform-Based Social Exchange, Zsófia Tóth, Mona Mrad, Omar S. Itani, Jun Luo, Martin J. Liu

Marketing Faculty Publications and Presentations

Highlights

• The study explores buyers' signaling of observable and unobservable supplier characteristics on the Alibaba e-platform.

• Key B2B eWOM themes that the study identifies are: product/service quality, human touch, responsiveness, and resilience.

• Findings demonstrate that human touch is vital in B2B e-platform environments too, not only in physical reality.

• Buyers' signals aim at suppliers as well as at prospective buyers and implicitly buyers send signals about themselves too.

• Signaling Theory is applied to address the signaling process, while Social Exchange Theory informs relevant cost-benefit assessments.

Abstract

This study investigates the contemporary role of electronic word-of-mouth (eWOM) in business exchanges through …

Brand Experience, Sustainable Touchpoints, And Customer Contributions, Kei Aoki, Efua Obeng, Aberdeen Leila Borders, Deborah Lester

Atlantic Marketing Association Proceedings

No abstract provided.

Wom Or Ewom, Is There A Difference?: An Extension Of The Social Communication Theory To Consumer Purchase Related Attitudes, Mcdowell Porter

LSU Doctoral Dissertations

While traditional word of mouth (WOM) and electronic word of mouth (eWOM) have both been shown to highly impact consumer behavior, there is a deficit in our knowledge of how they compare to one another. My dissertation research addresses the lack of empirical studies that compare WOM promotion in the form of face-to-face interaction to eWOM promotion in the form of computer-mediated communication, especially using Web 2.0 technologies. This research tests the assumption that WOM is superior to eWOM and, if so, how to extend eWOM to improve its performance against WOM. Essay One introduces a proposed conceptual framework to …

Sns Effect Of The Negative Event On The Firm Performance, Sang Yong Kim, Da Eun Lee

Asia Marketing Journal

When the negative event is published, the company tends to go through the negative impact on the firm performance. Especially, with the SNS, the negative event is instantly spread on indefinite region so the impact seems bigger than the period before the SNS media appearance. It seems that everyone considers the SNS media impact on the firm performance quite big. However, there has been no empirical study on the impact comparison on the firm performance between pre and post SNS media occurrence periods. This study tries to empirically compare the impact of the negative event on the firm performance between …

하이테크 제품에 대한 소비자의 주관적 평가와 객관적 정보 구전 활동에 대한 연구, Jai Hak Chung

Asia Marketing Journal

Consumers influence other consumers` brand choice behavior by delivering a variety of objective or subjective information on a particular product, which is called WOM (Word-Of-Mouth) activities. For WOM activities, WOM senders should choose messages to deliver to other consumers. We classify the contents of the messages a consumer chooses for WOM delivery into two categories: Subjective (positive or negative) evaluation and objective information on products. In our study, we regard WOM senders` activities as a choice behavior and introduce a choice model to study the relationship between the choice of different WOM information (WOM with positive or negative subjective evaluation …

사회적 네트워크에서의 고객무형가치에 대한 연구, Sang Man Han, Ji Eun Lee

Asia Marketing Journal

No abstract provided.

온라인 고객 리뷰의 분류 항목별 차이 분석, So Young Yang, Hyung Su Kim, Young Gul Kim

Asia Marketing Journal

Both companies and consumers are highly interested in on-line customer reviews which enable consumers to share their experience and knowledge about products. In this study, after classifying real reviews into context units and deriving categories, we analyzed differences between categories based on channel(manufacturers` homepage/ shopping mall), product attribute(search/experience) and price(high/low). The method to derive categories is based on roughly adopting constructs of ACSI model and elaborate and repetitive classification of real reviews. We set up the classification category with 3 levels. Level 1 consists of product and service, level 2 consists of function, design, price, purchase motive, suggestion/user-tip and recommendation/repurchase …