Electronic Word-of-Mouth Communication and Consumer Behaviour: An Exploratory Study of Danish Social Media Communication Influence
Electronic Word-of-Mouth Communication and Consumer Behaviour: An Exploratory Study of Danish Social Media Communication Influence
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电子口碑传播与消费者行为：丹麦社交媒体传播影响力的探索性研究
DOI：
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发表时间：
2014
期刊：
影响因子：
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通讯作者：
E. Colleoni
中科院分区：
文献类型：
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作者：
Signe Tegtmeier Pedersen;Liana Razmerita;E. Colleoni
社交媒体的迅速普及，以及获取同行信息和互动的便利，导致了大规模的在线口碑传播。消费者之间的互动对公司和品牌的成败有着越来越大的影响。借鉴口碑传播和消费者行为理论，本文调查了一群丹麦消费者通过社交媒体使用口碑传播的情况。研究结果表明，朋友和同伴之间的电子口碑传播会影响消费者的行为。此外，同行沟通被认为更客观，因此被认为比公司的品牌沟通更可靠。此外，负面口碑被认为比正面信息更值得信赖，正面信息通常被认为过于主观。研究结果强调了社交媒体作为企业和品牌声誉来源的重要性，它最终会影响消费者的选择。
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.