|
Title:
|
ELECTRONIC WORD-OF-MOUTH: MOTIVES FOR READING CUSTOMER OPINIONS ONLINE: RESEARCH PLAN FOR THE UK MARKET |
|
Author(s):
|
Marwan Khammash , Jamie Burton |
|
ISBN:
|
972-8924-06-2 |
|
Editors:
|
Nitya Karmakar and Pedro Isaías |
|
Year:
|
2005 |
|
Edition:
|
Single |
|
Keywords:
|
Electronic Word-Of-Mouth, Virtual Opinion Platforms, Virtual Community, Customer Online Articulation, Electronic Marketing. |
|
Type:
|
Short Paper |
|
First Page:
|
400 |
|
Last Page:
|
404 |
|
Language:
|
English |
|
Cover:
|
|
|
Full Contents:
|
click to dowload 
|
|
Paper Abstract:
|
Through Web-based consumer opinion platforms, the Internet enables customers to obtain electronic word of mouth from other consumers. Customer opinions are available to a vast number of other customers online, and therefore can be expected to have a significant impact on the success of goods and services. This paper describes a qualitative research plan to identify customer motives for reading other customers online articulations from Web-based consumer opinion platforms. The research is conducted in three stages: narrative case method, online interview method and participant validity checks. This research constitutes the first phase of a larger research study that investigates motivation for reading and writing customer opinions online. |
|
|
|
|
|
|
