Beyond Giving Product Advice: Exploring Credibility Mechanisms of Technology Discourse in Electronic Word of Mouth Communication.

Benjamin Koeck, PhD Candidate, University of Edinburgh Business School, Scotland, UK
David Marshall, Professor in Marketing, University of Edinburgh Business School, Scotland, UK
This paper looks at how “Tech-Bloggers” promote and build their reputation within their blogs and SNS as part of eWOM by examining their communication process. Commitment as part of co-shaping and co-customization of channels and messages has been found as a key factor in establishing a presence among their audience.
[ to cite ]:
Benjamin Koeck and David Marshall (2014) ,"Beyond Giving Product Advice: Exploring Credibility Mechanisms of Technology Discourse in Electronic Word of Mouth Communication.", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 792-792.