Abstract
It is widely recognized that the transition from Word-of-mouth (WOM) to electronic word-of-mouth (eWOM) allows for a wider and faster spread of information. However, little attention has been given to how digital channels expand the types of information consumers share. In this paper, we argue that recent years have seen a social media-facilitated move from opinion-centric eWOM (e.g. reviews) to behavior-centric (e.g.
information about friends’ music consumption on Spotify). A review of the concepts of WOM and eWOM and a netnographic study reveal that the current definitions and understandings of the concepts do not capture this new kind of consumer-to-consumer information transfer about products and services.
Consequently, we suggest an extension of those concepts:
Electronic Word of Behavior.
information about friends’ music consumption on Spotify). A review of the concepts of WOM and eWOM and a netnographic study reveal that the current definitions and understandings of the concepts do not capture this new kind of consumer-to-consumer information transfer about products and services.
Consequently, we suggest an extension of those concepts:
Electronic Word of Behavior.
| Original language | English |
|---|---|
| Publication date | 2015 |
| Number of pages | 7 |
| Publication status | Published - 2015 |
| Event | The 44th EMAC Annual Conference 2015: Collaboration in Research - Leuven, Belgium Duration: 26 May 2015 → 29 May 2015 http://kuleuvencongres.be/EMAC2015 |
Conference
| Conference | The 44th EMAC Annual Conference 2015 |
|---|---|
| Country | Belgium |
| City | Leuven |
| Period | 26/05/2015 → 29/05/2015 |
| Internet address |
Cite this
Kunst, K. (2015). Electronic Word of Behavior: The Mediating Role of Social Media in Disclosing Otherwise Non-observable Product-related Behavior. Paper presented at The 44th EMAC Annual Conference 2015, Leuven, Belgium. http://kuleuvencongres.be/EMAC2015/w/papers/gildgdi-fgmjhm-ug3hk1tc.pdf