Electronic Word of Behavior: The Mediating Role of Social Media in Disclosing Otherwise Non-observable Product-related Behavior

Katrine Kunst

    Research output: Contribution to conference › Paper › Research › peer-review

    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.
    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.
    LanguageEnglish
    Date2015
    Number of pages7
    StatePublished - 2015
    EventThe 44th EMAC Annual Conference 2015: Collaboration in Research - Leuven, Belgium
    Duration: 26 May 2015 → 29 May 2015
    http://kuleuvencongres.be/EMAC2015

    Conference

    ConferenceThe 44th EMAC Annual Conference 2015
    CountryBelgium
    CityLeuven
    Period26/05/2015 → 29/05/2015
    Internet address

    Cite this

    Kunst, Katrine. / 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.7 p.
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    title = "Electronic Word of Behavior: The Mediating Role of Social Media in Disclosing Otherwise Non-observable Product-related Behavior",
    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.",
    author = "Katrine Kunst",
    year = "2015",
    language = "English",
    note = "null ; Conference date: 26-05-2015 Through 29-05-2015",
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    Kunst, K 2015, 'Electronic Word of Behavior: The Mediating Role of Social Media in Disclosing Otherwise Non-observable Product-related Behavior' Paper presented at, Leuven, Belgium, 26/05/2015 - 29/05/2015, .

    Electronic Word of Behavior : The Mediating Role of Social Media in Disclosing Otherwise Non-observable Product-related Behavior. / Kunst, Katrine.

    2015. Paper presented at The 44th EMAC Annual Conference 2015, Leuven, Belgium.

    Research output: Contribution to conference › Paper › Research › peer-review

    TY - CONF

    T1 - Electronic Word of Behavior

    T2 - The Mediating Role of Social Media in Disclosing Otherwise Non-observable Product-related Behavior

    AU - Kunst,Katrine

    PY - 2015

    Y1 - 2015

    N2 - 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.

    AB - 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.

    M3 - Paper

    ER -

    Kunst K. Electronic Word of Behavior: The Mediating Role of Social Media in Disclosing Otherwise Non-observable Product-related Behavior. 2015. Paper presented at The 44th EMAC Annual Conference 2015, Leuven, Belgium.

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