Ewom Social Media
eWOM in Social Media a study on electronic word-of-mouth in online communities
Lotte
TABLE OF CONTENT
INTRODUCTION 2
THEORETICAL FRAMEWORK 10
What is electronic word-of-mouth?. 2
Why do consumers involve in eWOM? 1.5
How do consumers adopt eWOM? 3.5
Why should businesses be aware of eWOM? 2
ADVISE 2
REFERENCES
TOTAAL
INTRODUCTION
Each month, over 30 billion pieces of content are shared through Facebook (Facebook; Statistics). More and more, people tend to use the largest social network site as a source of information rather than a social instrument. Moreover, not only consumers use social media to interact with each other, but also business to consumer communication takes places online. Therefore, many businesses try to benefit from the popularity and the possibilities of social network sites (de Vries et al., 2012).
Both marketers and consumers can easily create platforms to interact with each other. Online communities promote consumer-brand relationships with current and potential community members (Lee et al., 2011). In 2007, Facebook launched the Fan Page feature on their social network. The Fan Page allows companies to post messages including photos, anecdotes, videos, and other material. Besides, consumers are enabled to communicate with the company and online peers by commenting, liking, and sharing (de Vries et al., 2012). Subsequently, Foursquare, LinkedIn, Google+ and Twitter followed Facebook’s example of creating company pages (Wikipedia). Popular brands like Coca-Cola and Disney attained a number of fans close to 60 and 40 million respectively (Facebook.com).
With a multitude of advertising and information opportunities available via social media, consumers’ trust has changed over the years. Adapting to this information overload, consumers seek for information from trustworthy sources, their peers. The ability for consumers the recommend and discuss brands and products on
Lotte
TABLE OF CONTENT
INTRODUCTION 2
THEORETICAL FRAMEWORK 10
What is electronic word-of-mouth?. 2
Why do consumers involve in eWOM? 1.5
How do consumers adopt eWOM? 3.5
Why should businesses be aware of eWOM? 2
ADVISE 2
REFERENCES
TOTAAL
INTRODUCTION
Each month, over 30 billion pieces of content are shared through Facebook (Facebook; Statistics). More and more, people tend to use the largest social network site as a source of information rather than a social instrument. Moreover, not only consumers use social media to interact with each other, but also business to consumer communication takes places online. Therefore, many businesses try to benefit from the popularity and the possibilities of social network sites (de Vries et al., 2012).
Both marketers and consumers can easily create platforms to interact with each other. Online communities promote consumer-brand relationships with current and potential community members (Lee et al., 2011). In 2007, Facebook launched the Fan Page feature on their social network. The Fan Page allows companies to post messages including photos, anecdotes, videos, and other material. Besides, consumers are enabled to communicate with the company and online peers by commenting, liking, and sharing (de Vries et al., 2012). Subsequently, Foursquare, LinkedIn, Google+ and Twitter followed Facebook’s example of creating company pages (Wikipedia). Popular brands like Coca-Cola and Disney attained a number of fans close to 60 and 40 million respectively (Facebook.com).
With a multitude of advertising and information opportunities available via social media, consumers’ trust has changed over the years. Adapting to this information overload, consumers seek for information from trustworthy sources, their peers. The ability for consumers the recommend and discuss brands and products on
References: Arndt, J. (1967), Word of Mouth Advertising: A Review of the Literature, Advertising Research Foundation, Inc., New York, NY. Jo Brown, Amanda J. Broderick, Nick Lee, Word of mouth communication within online communities: Conceptualizing the online social network, Journal of Interactive Marketing, Volume 21, Issue 3, 2007, Pages 2-20 Thomas W Nyilasy, G. (2006). Word of Mouth: What We Really Know - And What We Don 't. Connected Marketing: The Viral, Buzz and Word of Mouth Revolution. Oxford: Butterworth-Heinemann. Christy M.K. Cheung, Matthew K.O. Lee, Neil Rabjohn, "The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities", Emerald 18, (2008) Svensson, A Published: January 18, 2013