How sender and receiver jointly shape message: an empirical study on transactional relationship in electronic word of mouth
by Tong Bao
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 9, No. 4, 2015

Abstract: By showing the effects of electronic word-of-mouth (eWOM) on product sales, prior research has established a one-way relationship from sender to receiver. This paper demonstrates a feedback loop via 'helpful votes' in the context of online user review: how many eWOM messages sender creates is a function of how many helpful votes receiver provides. In addition, we show receivers consider new eWOM more helpful when prior eWOM messages are few, inconsistent, or positive. Although senders originate eWOM messages, receivers enter the eWOM process through the feedback loop and influence what types of eWOM messages are created; therefore, eWOM is driven by both senders and receivers. Our findings imply that eWOM is a two-way transaction that senders do with receivers rather than to them.

Online publication date: Thu, 05-Nov-2015

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com