Does Word-Of-Mouth Change With the Passing of Time?

In this netnography, we extend WOM research beyond dyadic and static approaches. We investigate how group WOM interactions evolve over time as a result of the dynamic social nature of the communities in which they take place. In particular, we study how community development and relationship building influence WOM rhetoric. Our findings stem from a longitudinal ethnomethodological analysis of bulletin board discourse in a parenting website. From this analysis, we develop a typology of WOM interaction genres and show that they change over the community lifespan. Our findings confirm that the levels of social connection and the interaction communicative functions are the main factors that distinguish different WOM genres.



Citation:

Anat Toder-Alon and Frederic Brunel (2007) ,"Does Word-Of-Mouth Change With the Passing of Time?", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 528-529.

Authors

Anat Toder-Alon, Boston University, USA
Frederic Brunel, Boston University, USA



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

K2. Influence of Attentional Breadth on Processing and Memory of Brand Advertisements

Nicolas Noack, University of Duisburg-Essen
Lynn Brinkmann, University of Duisburg-Essen
Oliver B. Büttner, University of Duisburg-Essen

Read More

Featured

Consumer Reluctance Toward Medical Artificial Intelligence: The Underlying Role of Uniqueness Neglect

Chiara Longoni, Boston University, USA
Andrea Bonezzi, New York University, USA
Carey K. Morewedge, Boston University, USA

Read More

Featured

The Trusted Influencer: How They Do It and How Brands Can Benefit

Gillian Brooks, Oxford University, UK
Mikolaj Piskorski, IMD

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.