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.
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.
Anat Toder-Alon, Boston University, USA
Frederic Brunel, Boston University, USA
NA - Advances in Consumer Research Volume 34 | 2007
P12. Disclosure of Project Risk in Crowdfunding
Jooyoung Park, Peking University
KEONGTAE KIM, Chinese University of Hong Kong, China
Bundle Variety and Preference: A Neuromarketing Study Using Event-Related Potentials
Ruyi Qiu, Tsinghua University
Xiaoang Wan, Tsinghua University
Consuming Commodified Selves – Accelerated Identity Co-Construction Dynamics Through Fashion Performances on Instagram
Jonathan David Schöps, University of Innsbruck, Austria