Internet forums as influential sources of consumer information

Abstract

We report the results of an experiment in which consumers were instructed to gather online information about one of five specific product topics by accessing either online discussions (i.e., Internet forums or bulletin boards) or marketer-generated online information (i.e., corporate webpages). At the end of a 12-week period, the consumers who gathered information from online discussions reported greater interest in the product topic than did those consumers who acquired information from the marketer-generated sources. We discuss the study's implications for better understanding word-of-mouth communication and for developing more successful consumer websites.

Motivation for Individuals’ Involvement With Fan Pages

“…This finding is also consistent with the study by De Vries et al (2012). The valence of comments showed that a positive experience of the product or brand can generate empathy and positive feelings among the members (Bickart et al, 2001) which are then exchanged via fan pages. Information and experience exchanges among consumers have a positive effect on the perceived value of a product, and the likelihood of the product being recommend by them (Gruen et al, 2006) and also purchased (Chintagunta et al, 2010;Mayzlin et al, 2006).…”

“…The measurement of informational content used three items which were adapted from Taylor et al (2011), namely: Information is useful, it is easy to get the information, and the latest information. The measurement of the valence comments used three items adapted from Bickart and Schindler (2001), namely: Comments on the fan pages have high credibility, provide relevant information, and are able to generate empathy. The measurements of intention used three items adapted from Bagozzi and Dholakia (2006), namely: The intention to participate in the fan pages, an intention to participate in the fan pages while clearly describing myself, and a desire to participate in the fan pages.…”

“…Previous research has shown that online consumer discussions about their positive experiences with the product or brand generated empathy and positive feelings among the members (Bickart and Schindler, 2001). The exchange of information and experiences among consumer had a positive effect on the perceived value of a product, and the likelihood of the product being recommend (Gruen et al, 2006) and purchased (Chintagunta et al, 2010).…”

Factors Affecting Re-usage Intentions of Virtual Communities Supporting Cosmetic Products

“…Namely, these spontaneous social events provide the foundation for an attractive business model. Furthermore, a VC can be a significant source of social influence on purchase intentions (Bickart & Schindler, 2001). Kannan, Chang, and Whinston (2000) summed up the function of VCs as e-communities made up of individuals who aggregate into a critical mass driven by common needs that could be social as well as commercial.…”

Os Melhores E Os Piores: O Boca a Boca Em Sites De Varejo Eletrônico

“…Allsop et al (2007) também definem valência como polaridade, possuindo as mesmas propriedades. A literatura relacionada ao BAB apresenta evidências de que satisfação, confiança e qualidade percebida são fatores que antecedem uma valência positiva (Matos, 2011;Parasuraman et al, 1988;Srinivasan, Anderson, & Ponnavolu, 2002), e, dessa forma, um BAB positivo pode resultar em vendas futuras (Chevalier & Mayzlin, 2006 Dessa forma, as pessoas tendem a engajar-se mais em mensagens negativas do que em mensagens positivas, muito em função de alertar conhecidos sobre más decisões acerca da aquisição de produtos ou serviços (Allsop et al, 2007;HarrisonWalker, 2001;Stokes & Lomax, 2002 Considerando que a literatura apresenta achados da força do BAB negativo em relação ao BAB positivo (Allsop et al, 2007;Harrison-Walker, 2001;Richins, 1983;Stokes & Lomax, 2002;Sweeney et al, 2005), são apresentadas as seguintes hipóteses Relação entre valência e conteúdo no BAB Goyette et al (2010) (Bickart & Schindler, 2001). Dessa forma, há uma relação entre comunicação BAB e fatores ou atributos de produtos e serviços específicos de um determinado segmento (Subramani & Rajagopalan, 2003).…”