The eWOM Matrix

A Model for Categorising e-Word-of-Mouth on Web-based Consumer Opinion Platforms

Research output: Contribution to conferencePaperResearchpeer-review

Abstract

Consumers often share opinions and personal consumption experiences on web-based consumer opinion platforms. These e-Word-of-Mouth (eWOM) reviews are powerful as they can prompt other consumers to consider a company and its offerings, but they can also cause the opposite effect. This article contributes to the literature by examining how a company can gain insights about the images held by its customers by analysing eWOM reviews on web-based consumer opinion platforms. Companies can thus directly measure and track which touch-points their customers are referring to in their eWOM reviews. We discuss how to categorise and quantify these eWOM reviews based on research within WOM, customer satisfaction and the disconfirmation of expectation paradigm combined with research within customer experience management and its focus on customer touch points. We then propose a conceptual framework – the eWOM Matrix - where the customers’ touch points are the strategic connection between analysis and implementation of eWOM issues. The eWOM Matrix serves as a management tool, visually assisting companies to explore about which touch-points their customers’ primarily construct negative or positive eWOM. This nuanced understanding can help companies to make changes according to the obtained insights and use it to make future strategic initiatives and marketing communication plans.
Original languageEnglish
Publication date2014
Number of pages7
Publication statusPublished - 2014
EventThe 2nd International Conference on Contemporary Marketing Issues - The Titania Hotel, Athens, Athen, Greece
Duration: 18 Jun 201420 Jun 2014
Conference number: 2
http://www.mkt.teithe.gr/iccmi2014/ConferenceChairs.html

Conference

ConferenceThe 2nd International Conference on Contemporary Marketing Issues
Number2
LocationThe Titania Hotel, Athens
CountryGreece
CityAthen
Period18/06/201420/06/2014
Internet address

Bibliographical note

CBS Library does not have access to the material

Keywords

  • eWOM
  • Web-based consumer opinion platforms
  • Corporate image
  • Customer touch points
  • Disconfirmation of Expectation theory

Cite this

Martensen, A., Jensen, J. S., & Gyrd-Jones, R. (2014). The eWOM Matrix: A Model for Categorising e-Word-of-Mouth on Web-based Consumer Opinion Platforms. Paper presented at The 2nd International Conference on Contemporary Marketing Issues, Athen, Greece.
Martensen, Anne ; Jensen, J.S ; Gyrd-Jones, Richard. / The eWOM Matrix : A Model for Categorising e-Word-of-Mouth on Web-based Consumer Opinion Platforms. Paper presented at The 2nd International Conference on Contemporary Marketing Issues, Athen, Greece.7 p.
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abstract = "Consumers often share opinions and personal consumption experiences on web-based consumer opinion platforms. These e-Word-of-Mouth (eWOM) reviews are powerful as they can prompt other consumers to consider a company and its offerings, but they can also cause the opposite effect. This article contributes to the literature by examining how a company can gain insights about the images held by its customers by analysing eWOM reviews on web-based consumer opinion platforms. Companies can thus directly measure and track which touch-points their customers are referring to in their eWOM reviews. We discuss how to categorise and quantify these eWOM reviews based on research within WOM, customer satisfaction and the disconfirmation of expectation paradigm combined with research within customer experience management and its focus on customer touch points. We then propose a conceptual framework – the eWOM Matrix - where the customers’ touch points are the strategic connection between analysis and implementation of eWOM issues. The eWOM Matrix serves as a management tool, visually assisting companies to explore about which touch-points their customers’ primarily construct negative or positive eWOM. This nuanced understanding can help companies to make changes according to the obtained insights and use it to make future strategic initiatives and marketing communication plans.",
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The eWOM Matrix : A Model for Categorising e-Word-of-Mouth on Web-based Consumer Opinion Platforms. / Martensen, Anne; Jensen, J.S; Gyrd-Jones, Richard.

2014. Paper presented at The 2nd International Conference on Contemporary Marketing Issues, Athen, Greece.

Research output: Contribution to conferencePaperResearchpeer-review

TY - CONF

T1 - The eWOM Matrix

T2 - A Model for Categorising e-Word-of-Mouth on Web-based Consumer Opinion Platforms

AU - Martensen, Anne

AU - Jensen, J.S

AU - Gyrd-Jones, Richard

N1 - CBS Library does not have access to the material

PY - 2014

Y1 - 2014

N2 - Consumers often share opinions and personal consumption experiences on web-based consumer opinion platforms. These e-Word-of-Mouth (eWOM) reviews are powerful as they can prompt other consumers to consider a company and its offerings, but they can also cause the opposite effect. This article contributes to the literature by examining how a company can gain insights about the images held by its customers by analysing eWOM reviews on web-based consumer opinion platforms. Companies can thus directly measure and track which touch-points their customers are referring to in their eWOM reviews. We discuss how to categorise and quantify these eWOM reviews based on research within WOM, customer satisfaction and the disconfirmation of expectation paradigm combined with research within customer experience management and its focus on customer touch points. We then propose a conceptual framework – the eWOM Matrix - where the customers’ touch points are the strategic connection between analysis and implementation of eWOM issues. The eWOM Matrix serves as a management tool, visually assisting companies to explore about which touch-points their customers’ primarily construct negative or positive eWOM. This nuanced understanding can help companies to make changes according to the obtained insights and use it to make future strategic initiatives and marketing communication plans.

AB - Consumers often share opinions and personal consumption experiences on web-based consumer opinion platforms. These e-Word-of-Mouth (eWOM) reviews are powerful as they can prompt other consumers to consider a company and its offerings, but they can also cause the opposite effect. This article contributes to the literature by examining how a company can gain insights about the images held by its customers by analysing eWOM reviews on web-based consumer opinion platforms. Companies can thus directly measure and track which touch-points their customers are referring to in their eWOM reviews. We discuss how to categorise and quantify these eWOM reviews based on research within WOM, customer satisfaction and the disconfirmation of expectation paradigm combined with research within customer experience management and its focus on customer touch points. We then propose a conceptual framework – the eWOM Matrix - where the customers’ touch points are the strategic connection between analysis and implementation of eWOM issues. The eWOM Matrix serves as a management tool, visually assisting companies to explore about which touch-points their customers’ primarily construct negative or positive eWOM. This nuanced understanding can help companies to make changes according to the obtained insights and use it to make future strategic initiatives and marketing communication plans.

KW - eWOM

KW - Web-based consumer opinion platforms

KW - Corporate image

KW - Customer touch points

KW - Disconfirmation of Expectation theory

M3 - Paper

ER -

Martensen A, Jensen JS, Gyrd-Jones R. The eWOM Matrix: A Model for Categorising e-Word-of-Mouth on Web-based Consumer Opinion Platforms. 2014. Paper presented at The 2nd International Conference on Contemporary Marketing Issues, Athen, Greece.