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Unknown, surprising, and economically significant: The realities of electronic word of mouth in Chinese social networking sites

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  • Kasabov, Edward

Abstract

The increasing significance of electronic word-of-mouth (e-WoM) has followed the rapid growth of Internet usage. Consumers seek information provided by other online users on various online platforms, including social networking sites (SNSs) which are considered ideal platforms for e-WoM. We report research with Chinese consumers on the motivation and use of e-WoM in SNSs, drivers and dynamics of e-WoM, and e-WoM influences on consumer behavior. A number of normative expectations and conclusions in extant research are disconfirmed through empirical research, including the non-significance of non-information-related, social and hedonic motives for seeking e-WoM, and the secondary role of social capital. Findings are incorporated in a novel framework to inform theory development. By providing insights about e-WoM motivations and behaviors in SNSs and by focusing on such dynamics in the Chinese market, a topic is highlighted that is economically significant but is less frequently documented in marketing.

Suggested Citation

  • Kasabov, Edward, 2016. "Unknown, surprising, and economically significant: The realities of electronic word of mouth in Chinese social networking sites," Journal of Business Research, Elsevier, vol. 69(2), pages 642-652.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:2:p:642-652
    DOI: 10.1016/j.jbusres.2015.08.036
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    References listed on IDEAS

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    2. Sindy Liu & Patsy Perry & Gregory Gadzinski, 2019. "The implications of digital marketing on WeChat for luxury fashion brands in China," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 395-409, July.
    3. Topaloglu, Omer & Dass, Mayukh & Kumar, Piyush, 2017. "Does who we are affect what we say and when? Investigating the impact of activity and connectivity on microbloggers' response to new products," Journal of Business Research, Elsevier, vol. 77(C), pages 23-29.
    4. Pang, Hua & Qiao, Yuxin & Zhang, Kaige, 2024. "Modeling pathway linking mobile social media intensity to attitude towards electronic word-of-mouth and engagement: The significant role of social trust and perceived homophily," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    5. Lova Rajaobelina & Isabelle Brun & Nour Kilani & Line Ricard, 2022. "Examining emotions linked to live chat services: The role of e-service quality and impact on word of mouth," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(3), pages 232-249, September.
    6. Hsieh, Jung-Kuei, 2023. "The impact of influencers' multi-SNS use on followers’ behavioral intentions: An integration of cue consistency theory and social identity theory," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    7. Alisa Kazakova & Meerim Karimova & Insin Kim, 2021. "Examining Rapport with Local People, International Students’ Roles through Travel Experience and Sustainable Tourism," Sustainability, MDPI, vol. 13(17), pages 1-15, September.

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