Abstract
| Language | English |
|---|---|
| Journal | Electronic Markets |
| Number of pages | 14 |
| ISSN | 1019-6781 |
| DOIs | |
| State | Published - 9 Jun 2018 |
Bibliographical note
Epub ahead of print. Published online: 9. June 2018
Keywords
- Electronic word of mouth (eWOM)
- Electronic word of behavior (eWOB)
- Social influence
- Observational learning
- Social interactions
- Digital trace data
Cite this
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Understanding Electronic Word of Behavior : Conceptualization of the Observable Digital Traces of Consumers’ Behaviors. / Kunst, Katrine; Vatrapu, Ravi.
In: Electronic Markets, 09.06.2018.Research output: Contribution to journal › Journal article › Research › peer-review
TY - JOUR
T1 - Understanding Electronic Word of Behavior
T2 - Electronic Markets
AU - Kunst,Katrine
AU - Vatrapu,Ravi
N1 - Epub ahead of print. Published online: 9. June 2018
PY - 2018/6/9
Y1 - 2018/6/9
N2 - The widespread digitization of consumers’ daily lives entails a plethora of digital traces of consumers’ behaviors. These traces can be turned into meaningful communicative and observable content by the services that possess the trace data. While extant research has empirically showed this to have a significant impact on consumer choices we argue that the phenomenon is undertheorized. In this theoretical paper, we conceptualize this kind of observable behavior-based information as ‘Electronic Word of Behavior’ (eWOB) and define it as “published accounts of behavior, based on the unobservable digital traces of consumers’ behaviors”. We characterize eWOB as an instantiation of Digital Trace Data and situate it within the established concepts of Social Interactions and Electronic Word of Mouth (eWOM). By drawing on extant empirical research and constructs from Digital Trace Data, Social Interactions and eWOM, we propose a framework for eWOB that highlights its unique characteristics and design dimensions.
AB - The widespread digitization of consumers’ daily lives entails a plethora of digital traces of consumers’ behaviors. These traces can be turned into meaningful communicative and observable content by the services that possess the trace data. While extant research has empirically showed this to have a significant impact on consumer choices we argue that the phenomenon is undertheorized. In this theoretical paper, we conceptualize this kind of observable behavior-based information as ‘Electronic Word of Behavior’ (eWOB) and define it as “published accounts of behavior, based on the unobservable digital traces of consumers’ behaviors”. We characterize eWOB as an instantiation of Digital Trace Data and situate it within the established concepts of Social Interactions and Electronic Word of Mouth (eWOM). By drawing on extant empirical research and constructs from Digital Trace Data, Social Interactions and eWOM, we propose a framework for eWOB that highlights its unique characteristics and design dimensions.
KW - Electronic word of mouth (eWOM)
KW - Electronic word of behavior (eWOB)
KW - Social influence
KW - Observational learning
KW - Social interactions
KW - Digital trace data
KW - Electronic word of mouth (eWOM)
KW - Electronic word of behavior (eWOB)
KW - Social influence
KW - Observational learning
KW - Social interactions
KW - Digital trace data
UR - https://sfx-45cbs.hosted.exlibrisgroup.com/45cbs?url_ver=Z39.88-2004&url_ctx_fmt=info:ofi/fmt:kev:mtx:ctx&ctx_enc=info:ofi/enc:UTF-8&ctx_ver=Z39.88-2004&rfr_id=info:sid/sfxit.com:azlist&sfx.ignore_date_threshold=1&rft.object_id=954925274467
U2 - 10.1007/s12525-018-0301-x
DO - 10.1007/s12525-018-0301-x
M3 - Journal article
JO - Electronic Markets
JF - Electronic Markets
SN - 1019-6781
ER -