International Research Journal of Commerce , Arts and Science

 ( Online- ISSN 2319 - 9202 )     New DOI : 10.32804/CASIRJ

Impact Factor* - 6.2311


**Need Help in Content editing, Data Analysis.

Research Gateway

Adv For Editing Content

   No of Download : 69    Submit Your Rating     Cite This   Download        Certificate

WHAT MOTIVATES CONSUMERS TO ENGAGE IN ELECTRONIC WORD OF MOUTH COMMUNICATION: A THEORETICAL PERSPECTIVE

    2 Author(s):  DEEPIKA, C A YASK SAIN

Vol -  8, Issue- 3 ,         Page(s) : 35 - 43  (2017 ) DOI : https://doi.org/10.32804/CASIRJ

Abstract

With the emergence of internet, the consumers take part in building brand image process which shows a shift from traditional word of mouth communication to electronic word of mouth communication. The consumers now have the power to express their opinions with others over the internet, this makes companies to be more careful. As negative comment could harm the image of the company since the opinions are shared over the internet and it reaches uncountable people at the same time. This study finds the motivational factors for consumers to get involved in electronic word of mouth communication and provide answer to the question: what makes consumers to get themselves involved in the electronic word of mouth communication?

1. Arndt, J. (1967). Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research, Vol. 4, No. 3 , 291-295.
2. Burgee, E. M. (2009). Social ties and online word of mouth. Internet Research, Vol. 19, No. 1, 42-59.
3. Dempsey, J. Y. (2010). Viral marketing: Motivations to forward online content. Journal of Business Research 63, 1000-1006.
4. Gretzel, K. H. (2008). What motivates consumers to write online travel reviews? Information Technology &Tourism, 10 (4), 283-295.
5. Gretzel, K.-H. Y. (2011). Influence of personality on travel-related consumer-generated media creation. Computers in Human Behavior 27, 609-621.
6. HENNIG-THURAU, T., GWINNER, K. P., & GREMLER, G. W. (2004). ELECTRONIC WORD-OF-MOUTH VIA CONSUMER-OPINION PLATFORMS: WHAT MOTIVATES CONSUMERS TO ARTICULATE THEMSELVES ON THE INTERNET? JOURNAL OF INTERACTIVE MARKETING, VOLUME 18, NO. 1, 38-52.
7. Herr, P., & Kim, F. R. (1991). Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective. Journal of Consumer Research 17(4), 454-62.
8. Hoog, F. B. (2011). Vacationers and eWOM: Who Posts, and Why, Where, and What? Journal of Travel Research, 50(1), 15-26.
9. Horowitz, R. E. (2006). MEASURING MOTIVATIONS FOR ONLINE OPINION SEEKING . Journal of Interactive Advertising, Vol 6 No 2 , 3-14.
10. Kim, D.-H. P. (2008). The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews. Electronic Commerce Research and Applications 7, 399-410.
11. Lee, C. M. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems 53, 218-225.
12. Thadani, C. M. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems 54, 461-470.
13. Walsh, T. H.-T. (2003). Electronic Word of Mouth: Motives for and Consequences of Reading Customer Articulations on the Internet. International Journal of Electronic Commerce, Vol. 8, No. 2, 51-74.
14. Yap, K. B., & Sweeney, B. S. (2013). The relationship between electronic word-of-mouth motivations and message characteristics: The sender’s perspective. Australian Marketing Journal, Vol. 21, 66-74.
15. Yoo, C. W., & Moon, G. L. (2013). Exploring the effect of e-WOM participation on e-Loyalty in e-commerce. Decision Support System, Vol. 55, 669-678.

*Contents are provided by Authors of articles. Please contact us if you having any query.






Bank Details