Bittersweet! Understanding and Managing Electronic Word of Mouth
Bibliographic Data
| ID | 12705258 |
|---|---|
| Authors | Jan Kietzmann (0000-0002-3576-994X, Beedie School of Business Simon Fraser University Vancouver BC Canada, corresponding author), Ana Isabel Canhoto (0000-0002-1623-611X, Oxford Brookes University), Ana Canhoto (Department of Marketing Oxford Brookes University Oxford UK) |
| Year | 2013 |
| Volume | 13 |
| Issue | 2 |
| Pages | 146-159 |
| Publication date | 2013-05-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Public Affairs (JOURNAL) |
| Journal identifiers | ISSN: 1472-3891 • E-ISSN: 1479-1854 |
| Publisher | Wiley (PUBLISHER • GB) |
| DOI | 10.1002/pa.1470 |
| OpenAlex | W2151353364 |
| Language | EN |
| Citations received | 14 |
| References cited | 51 |
For ‘viral marketing’, it is critical to understand what motivates consumers to share their consumption experiences through ‘electronic word of mouth’ (eWoM) across various social media platforms. This conceptual paper discusses eWoM as a coping response dependent on positive, neutral, or negative experiences made by potential, actual, or former consumers of products, services, and brands. We combine existing lenses and propose an integrative model for unpacking eWoM to examine how different consumption experiences motivate consumers to share eWoM online. The paper further presents an eWoM Attentionscape as an appropriate tool for examining the amount of attention the resulting different types of eWoM receive from brand managers. We discuss how eWoM priorities can differ between public affairs professionals and consumers, and what the implications are for the management of eWoM in the context of public affairs and viral marketing. Copyright © 2013 John Wiley & Sons, Ltd
Advertising · Business · Consumption (sociology · Context (archaeology · Social media · Sociology · Unpacking · Viral marketing · Word of mouth · World Wide Web · Advanced Text Analysis Techniques · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Marketing
Engaging in eWOM
Managing eWOM
Electronic Word-of-Mouth (eWOM)
Transforming celebrities through social media
Long tail patterns in online reviews for search and experienced goods
Comparison of machine learning algorithms for content based personality resolution of tweets
The Impact of Hedonic and Utilitarian Values on Airline App Users' Recommendation Behavior and Repurchase Intention
Perceived work–life balance and organizational talent management
Value co-creation and co-destruction of the student experience on online education in e-commerce mode of business to business to consumer
Investigating the factors that trigger airline industry purchase intention
Understanding the impact of eWOM communication through the lens of information adoption model
Loose tweets sink fleets’ and other sage advice
Roles of authenticity and nostalgia in cultural heritage tourists’ travel experience sharing behavior on social media
Mapping the Intellectual and Conceptual Structure of Digital Marketing Research in Global Outreach”
The Digitization of Word of Mouth
Toward a synthesis of the resource‐based and dynamic‐capability views of rent creation
A Conceptual Model of Service Quality and Its Implications for Future Research
Social media? Get serious! Understanding the functional building blocks of social media
Product/Consumption-Based Affective Responses and Postpurchase Processes
A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions
The Influence of eWOM on Virtual Consumer Communities
Relationships Between Blogs as Ewom and Interactivity, Perceived Interactivity, and Parasocial Interaction
Electronic word of mouth (eWOM)
The power of popularity
Web 2.0, social media and creative consumers—implications for public policy; introduction to the special edition
Virality in social media
Teeth whitening, boot camp, and a brewery tour
The use of social media
Gift giving and social emotions
When companies get caught
Whose Space? Differences Among Users and Non-Users of Social Network Sites
Social ties and online word of mouth
The Self-Regulation of Attitudes, Intentions, and Behavior
Unpacking the social media phenomenon
Electronic word-of-mouth in hospitality and tourism management
Effects of Word-of-Mouth and Product-Attribute Information on Persuasion
| Unique citing works | 14 |
|---|---|
| Citations per year | 1,17 |
| Citation span | 2014 - 2026 (13) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 14 |