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

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.



Citation:

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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 792-792.

Authors

Benjamin Koeck, PhD Candidate, University of Edinburgh Business School, Scotland, UK
David Marshall, Professor in Marketing, University of Edinburgh Business School, Scotland, UK



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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