Electronic Word-of-Mouth Communication and Consumer Behaviour

An Exploratory Study of Danish Social Media Communication Influence

Signe Tegtmeier Pedersen, Liana Razmerita, Elanor Colleoni

    Research output: Contribution to journalJournal articleResearchpeer-review

    Abstract

    The rapid adoption of social media, along with the easy access to peer information and interactions, has resulted in massive online word-of-mouth communication. These interactions among consumers have an increasing power over the success or failure of companies and brands. Drawing upon word-of-mouth communication and consumer behaviour theories, this paper investigates the use of word-of-mouth communication through social media among a group of Danish consumers. The findings suggest that electronic word-of-mouth communication among friends and peers affect consumer behaviour. Additionally, peer communication is perceived as more objective and therefore found more reliable than companies’ brand communication. Furthermore, negative word-of-mouth is perceived as more trustworthy compared to positive messages, which are often believed to be too subjective. The research findings emphasise the importance one has to assign to social media as a source of reputation for companies and brands, which eventually impact consumers’ choices.
    Original languageEnglish
    JournalL S P Journal
    Volume5
    Issue number1
    Pages (from-to)112-131
    ISSN1904-4135
    Publication statusPublished - 2014

    Cite this

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    title = "Electronic Word-of-Mouth Communication and Consumer Behaviour: An Exploratory Study of Danish Social Media Communication Influence",
    abstract = "The rapid adoption of social media, along with the easy access to peer information and interactions, has resulted in massive online word-of-mouth communication. These interactions among consumers have an increasing power over the success or failure of companies and brands. Drawing upon word-of-mouth communication and consumer behaviour theories, this paper investigates the use of word-of-mouth communication through social media among a group of Danish consumers. The findings suggest that electronic word-of-mouth communication among friends and peers affect consumer behaviour. Additionally, peer communication is perceived as more objective and therefore found more reliable than companies’ brand communication. Furthermore, negative word-of-mouth is perceived as more trustworthy compared to positive messages, which are often believed to be too subjective. The research findings emphasise the importance one has to assign to social media as a source of reputation for companies and brands, which eventually impact consumers’ choices.",
    keywords = "Electronic word-of-mouth, E-word-of-mouth, Word of mouth, Communication, Consumer behavior, Social media",
    author = "Pedersen, {Signe Tegtmeier} and Liana Razmerita and Elanor Colleoni",
    year = "2014",
    language = "English",
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    pages = "112--131",
    journal = "L S P Journal",
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    publisher = "Copenhagen Business School, Department of International Culture and Communication Studies",
    number = "1",

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    Electronic Word-of-Mouth Communication and Consumer Behaviour : An Exploratory Study of Danish Social Media Communication Influence. / Pedersen, Signe Tegtmeier; Razmerita, Liana; Colleoni, Elanor.

    In: L S P Journal, Vol. 5, No. 1, 2014, p. 112-131.

    Research output: Contribution to journalJournal articleResearchpeer-review

    TY - JOUR

    T1 - Electronic Word-of-Mouth Communication and Consumer Behaviour

    T2 - An Exploratory Study of Danish Social Media Communication Influence

    AU - Pedersen, Signe Tegtmeier

    AU - Razmerita, Liana

    AU - Colleoni, Elanor

    PY - 2014

    Y1 - 2014

    N2 - The rapid adoption of social media, along with the easy access to peer information and interactions, has resulted in massive online word-of-mouth communication. These interactions among consumers have an increasing power over the success or failure of companies and brands. Drawing upon word-of-mouth communication and consumer behaviour theories, this paper investigates the use of word-of-mouth communication through social media among a group of Danish consumers. The findings suggest that electronic word-of-mouth communication among friends and peers affect consumer behaviour. Additionally, peer communication is perceived as more objective and therefore found more reliable than companies’ brand communication. Furthermore, negative word-of-mouth is perceived as more trustworthy compared to positive messages, which are often believed to be too subjective. The research findings emphasise the importance one has to assign to social media as a source of reputation for companies and brands, which eventually impact consumers’ choices.

    AB - The rapid adoption of social media, along with the easy access to peer information and interactions, has resulted in massive online word-of-mouth communication. These interactions among consumers have an increasing power over the success or failure of companies and brands. Drawing upon word-of-mouth communication and consumer behaviour theories, this paper investigates the use of word-of-mouth communication through social media among a group of Danish consumers. The findings suggest that electronic word-of-mouth communication among friends and peers affect consumer behaviour. Additionally, peer communication is perceived as more objective and therefore found more reliable than companies’ brand communication. Furthermore, negative word-of-mouth is perceived as more trustworthy compared to positive messages, which are often believed to be too subjective. The research findings emphasise the importance one has to assign to social media as a source of reputation for companies and brands, which eventually impact consumers’ choices.

    KW - Electronic word-of-mouth

    KW - E-word-of-mouth

    KW - Word of mouth

    KW - Communication

    KW - Consumer behavior

    KW - Social media

    M3 - Journal article

    VL - 5

    SP - 112

    EP - 131

    JO - L S P Journal

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