Neil Rabjohn

Bio: Neil Rabjohn is an academic researcher from City University of Hong Kong. The author has contributed to research in topics: Online participation & The Internet. The author has an hindex of 3, co-authored 3 publications receiving 980 citations. Previous affiliations of Neil Rabjohn include York University.

The impact of electronic word‐of‐mouth: The adoption of online opinions in online customer communities

Abstract: Purpose – Web‐based technologies have created numerous opportunities for electronic word‐of‐mouth (eWOM) communication. This phenomenon impacts online retailers as this easily accessible information could greatly affect the online consumption decision. The purpose of this paper is to examine the extent to which opinion seekers are willing to accept and adopt online consumer reviews and which factors encourage adoption.Design/methodology/approach – Using dual‐process theories, an information adoption model was developed to examine the factors affecting information adoption of online opinion seekers in online customer communities. The model was tested empirically using a sample of 154 users who had experience within the online customer community, Openrice.com. Users were required to complete a survey regarding the online consumer reviews received from the virtual sharing platform.Findings – The paper found comprehensiveness and relevance to be the most effective components of the argument quality construct ...

Examining the Perceived Credibility of Online Opinions: Information Adoption in the Online Environment

Abstract: The Internet has revolutionized the way people and consumers share and acquire knowledge. Web-based technologies have created numerous opportunities for electronic word-of-mouth (eWOM) communication and online interpersonal influence. This phenomenon impacts online retailers as this easily accessible information could greatly affect the online consumption decision. It is worthwhile to examine the extent to which opinion seekers are willing to accept and adopt online comments and which factors encourage adoption. This research investigates the factors affecting information adoption of online opinion seekers in online forums, based on the information adoption model. The model is then tested quantitatively by using a sample of 154 users who have experience within the online community, Openrice.com. Users were required to complete a survey regarding comments taken from the virtual sharing platform. The data reflected several elements that determined users' adoption level. The results provide support to the research model. Implications for both researchers and practitioners are provided.

Maintaining a Virtual Professional Community through Positive Word of Mouth

Abstract: To better understand the sustainability of a virtual professional community, the authors develop and test a research model of user intention to recommend the community to others. Specifically, intention to spread positive word of mouth is proposed to be determined by satisfaction, commitment, and group norm, with satisfaction and group norm positively impacting commitment. Using data obtained from users of a virtual professional community (an educational portal), the results supported nearly all hypothesized relationships. Only the relationship between satisfaction and commitment was not found to be significant. The authors conclude with a discussion of the findings and implications for both theory and practice.

Twitter power: Tweets as electronic word of mouth

Abstract: In this paper we report research results investigating microblogging as a form of electronic word-of-mouth for sharing consumer opinions concerning brands. We analyzed more than 150,000 microblog postings containing branding comments, sentiments, and opinions. We investigated the overall structure of these microblog postings, the types of expressions, and the movement in positive or negative sentiment. We compared automated methods of classifying sentiment in these microblogs with manual coding. Using a case study approach, we analyzed the range, frequency, timing, and content of tweets in a corporate account. Our research findings show that 19p of microblogs contain mention of a brand. Of the branding microblogs, nearly 20p contained some expression of brand sentiments. Of these, more than 50p were positive and 33p were critical of the company or product. Our comparison of automated and manual coding showed no significant differences between the two approaches. In analyzing microblogs for structure and composition, the linguistic structure of tweets approximate the linguistic patterns of natural language expressions. We find that microblogging is an online tool for customer word of mouth communications and discuss the implications for corporations using microblogging as part of their overall marketing strategy. © 2009 Wiley Periodicals, Inc.

On relationship marketing

Abstract: Relationship marketing is the development and outbreak of the combined theory of the traditional marketing,and it is a new idea.It puts more emphasis on the long-term and satisfying relation between enterprises and customers.and its success relies on some conditions.Its application in China has its own characteristics.

The impact of electronic word-of-mouth communication: A literature analysis and integrative model

Abstract: The notion of electronic word-of-mouth (eWOM) communication has received considerable attention in both business and academic communities. Numerous studies have been conducted to examine the effectiveness of eWOM communication. The scope of published studies on the impact of eWOM communication is large and fragmented and little effort has been made to integrate the findings of prior studies and evaluate the status of the research in this area. In this study, we conducted a systematic review of eWOM research. Building upon our literature analysis, we used the social communication framework to summarize and classify prior eWOM studies. We further identified key factors related to the major elements of the social communication literature and built an integrative framework explaining the impact of eWOM communication on consumer behavior. We believe that the framework will provide an important foundation for future eWOM research work.