Abstract
| Original language | English |
|---|---|
| Journal | Electronic Markets |
| Volume | 29 |
| Issue number | 3 |
| Pages (from-to) | 323-336 |
| Number of pages | 14 |
| ISSN | 1019-6781 |
| DOIs | |
| Publication status | Published - Sep 2019 |
Bibliographical note
Epub ahead of print. Published online: 9. June 2018Keywords
- 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, Vol. 29, No. 3, 09.2019, p. 323-336.Research output: Contribution to journal › Journal article › Research › peer-review
TY - JOUR
T1 - Understanding Electronic Word of Behavior
T2 - Conceptualization of the Observable Digital Traces of Consumers’ Behaviors
AU - Kunst, Katrine
AU - Vatrapu, Ravi
N1 - Epub ahead of print. Published online: 9. June 2018
PY - 2019/9
Y1 - 2019/9
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
VL - 29
SP - 323
EP - 336
JO - Electronic Markets
JF - Electronic Markets
SN - 1019-6781
IS - 3
ER -