Electronic word of mouth - The case of internet forums
- 1. Electronic word of mouth (e-wom) the case of internet forums C. Papageorgiou, I. Samanta*, P. Kyriazopoulos** * Ī¤echnological Educational Institute of Piraeus Department of Business Administration **University of the West of Scotland Business School
- 2. Introduction With the introduction of the Internet, not only can organizations contact audiences of beyond comparable scale at a small cost, but also, for the first time in recorded history, persons can express their personal thoughts, reactions, and opinions effortlessly reachable to the global community of Internet users. Word of mouth (WOM) is one of the largely earliest and effectual communication tools since the beginning of human race, and its significance characterized as a marketing apparatus has largely increased by the duration of present years (Guillermo Armelini, 2006).
- 3. Research objectives Whether members consider what they read and have faith on the motives of the nameless writer, in the degree as they did if they get this kind of information through a relative or a person they know like as in traditional WOM. If customers actually evaluate this type of product information and experiences as helpful and to what level do they count on them before taking a procure conclusion. To study how common trust is being created in virtual communities where customers are not capable to be confident of conventional ways to calculate the trustworthiness and goodwill of other members. To investigate the structure of social common sense in pseudonymous electronic communities. To seek for verification of the result and the effect that this kind of online communities have on consumer behaviour.
- 4. Approaching customers - target in social networks Internet allows contacting consumers in new and fascinating ways, due to this change a companyās brand image migrates from conventional media to social media. Social media allows customers to express their opinions and publish them to the world, and we cannot afford not to participate in the conversation. I think in five years, we will not specifically talk about social media. It will just be an intergraded part of how you go to market, and how you get your marketing mix (Eric Kintz, VP of marketing HP).
- 5. Theoretical approach Communities - Fisher and Cahill (2004) refer to the community like āa set of interwoven relationships built upon shared interests, which satisfies members' needs otherwise unattainable individuallyā. Electronic communities - The electronic WOM can have many forms and as a result is likely to effect in a number of important areas regarding the attendants. These eWOM attendants are also likely to obtain financial, commonsensical, or public value (Balasubramanian and Mahajan, 2001). Electronic communities - A number of persons are likely to obtain hedonic value like self-enhancement originated from the involvement like when one is filled with satisfaction while assisting other members to resolve troubles or replies to enquiries concerning a defective item (Hennig-Thurau et al., 2004). The influence of on-line branding - Consumers who are mainly satisfied with a brand will let other consumers to known their opinions through WOM communication. Equally, consumers will also tell other consumers about a negative experience, and also act in response by selecting other brand. (Richins, M.L, 1983). Electronic complains - Consumers can proceed to personal actions like switching products, shops, or manufacturers, refrain from using the product or service or even having a discussion with relatives or friends regarding their unpleasant experience (Day et al., 1981).
- 6. Theoretical approach H1: The existence of the sense of ethical liability and compulsion of members to the general community rules. This can be extended to the online communities so the research will unveil whether this could be the case. H2: Customers are using the internet to investigate purchasing options, as well as looking out the online opinions of other customers prior to their purchase. H3: A forum member is filled with satisfaction while assisting other users to resolve problems or replies to questions concerning a product. So the research will unveil whether this could be the case. H4: Consumers express their satisfaction from a product or service to their social circle and in addition consumers will express their dissatisfaction to their social circle and will prefer to use another brand. H5: customers which are having unresolved issues with products can proceed to private action by refraining using the product or service or even discussing with relatives or acquaintances about their unpleasant experiences.
- 7. Research Methodology The survey involved 20 of the most popular Greek electronic communities. The selected forums included a variety of content to cover the largest percentage of Greek users involved in internet forums. Special mechanism developed to avoid questionnaires from countries other than Greece. Google analytics was installed to the web questionnaire in order to supervise every click that was made to the web address that the questionnaire was hosted and in extension any visitor that attempted to participate to the research.
- 8. Ā
- 9. Ā
- 10. Ā
- 11. Ā
- 12. Ā
- 13. Research analysis ,753 4,22 My knowledge improves with the interaction between other forum users. ,965 3,35 I can depend on the forums to provide answers to my questions. ,777 4,11 Forums are an important source of information for me ,711 4,36 Useful to exchange ideas with other Internet forum participants ,937 3,17 Being on a forum energises me Reasons for participating Std. Deviation Mean Questions
- 14. Research analysis ,968 3,36 Posting negative experiences of defective products to influence firms to improve their products ,822 3,92 When a company helps me to deal with problems with their products I will let others know about the help I receive ,849 3,81 Share an unpleasant experience of a product to influence opinions of the product ,845 3,68 Share pleasant experience of a product to influence opinions of the product. ,737 4,05 I tend to read negative comments for a product on a forum ,778 4,00 I tend to read positive comments for a product on a forum ,797 4,03 A satisfactoryĀ product to encourage others to buy the same product ,771 3,95 An unsatisfactory product prevent others from buying the same product ,797 3,70 Negative comments influence me not to buy the same product ,795 3,74 Positive comments influence me to buy the same product. Members attitude through a forum Std. Deviation Mean Questions
- 15. Implications Discussion forums are more successful in captivating product interest because the content posted in such sites is thought to be more relevant and credible thus it had been able to generate greater empathy among readers (Haugtvend and Machleit, 2001). Marketers should consider the implications of missing the opportunity of becoming part of this new exciting media channel and reach out to establish communication with their current and prospective customers.
- 16. Future research and limitations The research conduced revealed worthwhile results and did captured a considerable correspondence. Future plan concerning the research is to be carried out in countries members of the E.U.
- 17. Thank you for your attention.