Electronic Word of Behavior: Conceptual Framework and Research Design for Analyzing the Effect of Increased Digital Observability of Consumer Behaviors in a Movie Streaming Context

Katrine Kunst; Ravi Vatrapu; Abid Hussain

doi:10.1007/978-3-319-69644-7_9

Electronic Word of Behavior: Conceptual Framework and Research Design for Analyzing the Effect of Increased Digital Observability of Consumer Behaviors in a Movie Streaming Context

Katrine Kunst, Ravi Vatrapu, Abid Hussain

Department of Digitalization

Westerdals – Oslo School of Arts, Communication and Technology

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

Abstract

In this research in progress-paper, we introduce the notion of ‘Electronic Word of Behavior’ (eWOB) to describe the phenomenon of consumers’ product-related behaviors increasingly made observable by online social environments. We employ Observational Learning theory to conceptualize the notion of eWOB and generate hypotheses about how consumers influence each other by means of behavior in online social environments. We present a conceptual framework for categorizing eWOB, and propose a novel research design for a randomized controlled field experiment. Specifically, the ongoing experiment aims to analyze how the presence of individual-specific behavior-based social information in a movie streaming service affects potential users’ attitude towards and intentions to use the service.

Original language	English
Title of host publication	Internetworked World : Revised Selected Papers of the 15th Workshop on e-Business, WeB 2016
Editors	Ming Fan, Jukka Heikkilä, Hongxiu Li, Michael J. Shaw, Han Zhang
Number of pages	9
Place of Publication	Cham
Publisher	Springer
Publication date	2017
Pages	95-103
ISBN (Print)	9783319696430
ISBN (Electronic)	9783319696447
DOIs	https://doi.org/10.1007/978-3-319-69644-7_9
Publication status	Published - 2017
Event	15th Workshop on e-Business. WeB 2016 - Dublin, Ireland Duration: 10 Dec 2016 → 10 Dec 2016 Conference number: 15 http://icis2016.aisnet.org/15th-workshop-e-business-web-2016/

Workshop

Workshop	15th Workshop on e-Business. WeB 2016
Number	15
Country/Territory	Ireland
City	Dublin
Period	10/12/2016 → 10/12/2016
Other	Held in conjunction with ICIS 2016
Internet address	http://icis2016.aisnet.org/15th-workshop-e-business-web-2016/

Series	Lecture Notes in Business Information Processing
Volume	296
ISSN	1865-1348

Keywords

Observational learning
Electronic word-of-mouth
Electronic word-of-hehavior
Social media
Social influence
Facebook
E-commerce
E-business

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1007/978-3-319-69644-7_9Licence: Unspecified

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Cite this

Kunst, K., Vatrapu, R., & Hussain, A. (2017). Electronic Word of Behavior: Conceptual Framework and Research Design for Analyzing the Effect of Increased Digital Observability of Consumer Behaviors in a Movie Streaming Context. In M. Fan, J. Heikkilä, H. Li, M. J. Shaw, & H. Zhang (Eds.), Internetworked World: Revised Selected Papers of the 15th Workshop on e-Business, WeB 2016 (pp. 95-103). Springer. https://doi.org/10.1007/978-3-319-69644-7_9

Kunst, Katrine ; Vatrapu, Ravi ; Hussain, Abid. / Electronic Word of Behavior : Conceptual Framework and Research Design for Analyzing the Effect of Increased Digital Observability of Consumer Behaviors in a Movie Streaming Context. Internetworked World: Revised Selected Papers of the 15th Workshop on e-Business, WeB 2016. editor / Ming Fan ; Jukka Heikkilä ; Hongxiu Li ; Michael J. Shaw ; Han Zhang. Cham : Springer, 2017. pp. 95-103 (Lecture Notes in Business Information Processing, Vol. 296).

@inproceedings{b55274aec5574a18b4bddc174c25eec5,

title = "Electronic Word of Behavior: Conceptual Framework and Research Design for Analyzing the Effect of Increased Digital Observability of Consumer Behaviors in a Movie Streaming Context",

abstract = "In this research in progress-paper, we introduce the notion of {\textquoteleft}Electronic Word of Behavior{\textquoteright} (eWOB) to describe the phenomenon of consumers{\textquoteright} product-related behaviors increasingly made observable by online social environments. We employ Observational Learning theory to conceptualize the notion of eWOB and generate hypotheses about how consumers influence each other by means of behavior in online social environments. We present a conceptual framework for categorizing eWOB, and propose a novel research design for a randomized controlled field experiment. Specifically, the ongoing experiment aims to analyze how the presence of individual-specific behavior-based social information in a movie streaming service affects potential users{\textquoteright} attitude towards and intentions to use the service.",

keywords = "Observational learning, Electronic word-of-mouth, Electronic word-of-behavior, Social media, Social influence, Facebook, E-commerce, E-business, Observational learning, Electronic word-of-mouth, Electronic word-of-hehavior, Social media, Social influence, Facebook, E-commerce, E-business",

author = "Katrine Kunst and Ravi Vatrapu and Abid Hussain",

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series = "Lecture Notes in Business Information Processing",

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booktitle = "Internetworked World",

address = "Germany",

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Kunst, K, Vatrapu, R & Hussain, A 2017, Electronic Word of Behavior: Conceptual Framework and Research Design for Analyzing the Effect of Increased Digital Observability of Consumer Behaviors in a Movie Streaming Context. in M Fan, J Heikkilä, H Li, MJ Shaw & H Zhang (eds), Internetworked World: Revised Selected Papers of the 15th Workshop on e-Business, WeB 2016. Springer, Cham, Lecture Notes in Business Information Processing, vol. 296, pp. 95-103, 15th Workshop on e-Business. WeB 2016, Dublin, Ireland, 10/12/2016. https://doi.org/10.1007/978-3-319-69644-7_9

Electronic Word of Behavior: Conceptual Framework and Research Design for Analyzing the Effect of Increased Digital Observability of Consumer Behaviors in a Movie Streaming Context. / Kunst, Katrine; Vatrapu, Ravi ; Hussain, Abid.
Internetworked World: Revised Selected Papers of the 15th Workshop on e-Business, WeB 2016. ed. / Ming Fan; Jukka Heikkilä; Hongxiu Li; Michael J. Shaw; Han Zhang. Cham: Springer, 2017. p. 95-103 (Lecture Notes in Business Information Processing, Vol. 296).

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

TY - GEN

T1 - Electronic Word of Behavior

T2 - 15th Workshop on e-Business. WeB 2016

AU - Kunst, Katrine

AU - Vatrapu, Ravi

AU - Hussain, Abid

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PY - 2017

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N2 - In this research in progress-paper, we introduce the notion of ‘Electronic Word of Behavior’ (eWOB) to describe the phenomenon of consumers’ product-related behaviors increasingly made observable by online social environments. We employ Observational Learning theory to conceptualize the notion of eWOB and generate hypotheses about how consumers influence each other by means of behavior in online social environments. We present a conceptual framework for categorizing eWOB, and propose a novel research design for a randomized controlled field experiment. Specifically, the ongoing experiment aims to analyze how the presence of individual-specific behavior-based social information in a movie streaming service affects potential users’ attitude towards and intentions to use the service.

AB - In this research in progress-paper, we introduce the notion of ‘Electronic Word of Behavior’ (eWOB) to describe the phenomenon of consumers’ product-related behaviors increasingly made observable by online social environments. We employ Observational Learning theory to conceptualize the notion of eWOB and generate hypotheses about how consumers influence each other by means of behavior in online social environments. We present a conceptual framework for categorizing eWOB, and propose a novel research design for a randomized controlled field experiment. Specifically, the ongoing experiment aims to analyze how the presence of individual-specific behavior-based social information in a movie streaming service affects potential users’ attitude towards and intentions to use the service.

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KW - Social media

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KW - Social media

KW - Social influence

KW - Facebook

KW - E-commerce

KW - E-business

U2 - 10.1007/978-3-319-69644-7_9

DO - 10.1007/978-3-319-69644-7_9

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ER -

Kunst K, Vatrapu R , Hussain A. Electronic Word of Behavior: Conceptual Framework and Research Design for Analyzing the Effect of Increased Digital Observability of Consumer Behaviors in a Movie Streaming Context. In Fan M, Heikkilä J, Li H, Shaw MJ, Zhang H, editors, Internetworked World: Revised Selected Papers of the 15th Workshop on e-Business, WeB 2016. Cham: Springer. 2017. p. 95-103. (Lecture Notes in Business Information Processing, Vol. 296). doi: 10.1007/978-3-319-69644-7_9