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Understanding electronic word of behavior: conceptualization of the observable digital traces of consumers’ behaviors

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  • Katrine Kunst

    (Copenhagen Business School)

  • Ravi Vatrapu

    (Copenhagen Business School
    Westerdals Oslo School of Arts, Communication and Technology)

Abstract

The widespread digitization of consumers’ daily lives entails a plethora of digital traces of consumers’ behaviors. These traces can be turned into meaningful communicative and observable content by the services that possess the trace data. While extant research has empirically showed this to have a significant impact on consumer choices we argue that the phenomenon is undertheorized. In this theoretical paper, we conceptualize this kind of observable behavior-based information as ‘Electronic Word of Behavior’ (eWOB) and define it as “published accounts of behavior, based on the unobservable digital traces of consumers’ behaviors”. We characterize eWOB as an instantiation of Digital Trace Data and situate it within the established concepts of Social Interactions and Electronic Word of Mouth (eWOM). By drawing on extant empirical research and constructs from Digital Trace Data, Social Interactions and eWOM, we propose a framework for eWOB that highlights its unique characteristics and design dimensions.

Suggested Citation

  • Katrine Kunst & Ravi Vatrapu, 2019. "Understanding electronic word of behavior: conceptualization of the observable digital traces of consumers’ behaviors," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(3), pages 323-336, September.
    • Handle: RePEc:spr:elmark:v:29:y:2019:i:3:d:10.1007_s12525-018-0301-x
    DOI: 10.1007/s12525-018-0301-x
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    Cited by:

    1. Christian Matt & Manuel Trenz & Christy M. K. Cheung & Ofir Turel, 2019. "The digitization of the individual: conceptual foundations and opportunities for research," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(3), pages 315-322, September.
    2. Hoon S. Choi & Michele Maasberg, 2022. "An empirical analysis of experienced reviewers in online communities: what, how, and why to review," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1293-1310, September.
    3. Kareem M. Selem & Muhammad Haroon Shoukat & Syed Asim Shah & Marianny Jessica Brito Silva, 2023. "The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.

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    More about this item

    Keywords

    Electronic word of mouth (eWOM); Electronic word of behavior (eWOB); Social influence; Observational learning; Social interactions; Digital trace data;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory

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