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Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities
TL;DR: In this article, the authors overview and synthesize extant word of mouth theory and present a study of a marketing campaign in which mobile phones were seeded with prominent bloggers, revealing the complex cultural conditions through which marketing "hype" is transformed by consumers into the "honey" of relevant, shared communications.
Abstract: Word of mouth marketing — the intentional influencing of consumer-to-consumer communications — is an increasingly important technique. The authors overview and synthesize extant word of mouth theory and present a study of a marketing campaign in which mobile phones were seeded with prominent bloggers. Eighty-three blogs were followed for six months. Findings reveal the complex cultural conditions through which marketing “hype” is transformed by consumers into the “honey” of relevant, shared communications. Four word of mouth communication strategies are identified — evaluation, embracing, endorsement and explanation. Each is influenced by communicator narrative, communications forum, communal norms and the nature of the marketing promotion. An intrinsic tension between commercial and communal interests plays a prominent, normative role in message formation and reception. This “hype-to-honey” theory shows that communal word of mouth does not simply increase or amplify marketing messages. Rather, marketing messages and meanings are systematically altered in the process of embedding them. The theory has implications for how marketers should plan, target and benefit from word of mouth and how scholars should understand word of mouth in a networked world.
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TL;DR: In this article, the authors reveal the process of collective value creation within brand communities and identify 12 common practices across brand communities, organized by four thematic aggregates, through which consumers realize value beyond that which the firm creates or anticipates.
Abstract: Using social practice theory, this article reveals the process of collective value creation within brand communities. Moving beyond a single case study, the authors examine previously published research in conjunction with data collected in nine brand communities comprising a variety of product categories, and they identify a common set of value-creating practices. Practices have an “anatomy” consisting of (1) general procedural understandings and rules (explicit, discursive knowledge); (2) skills, abilities, and culturally appropriate consumption projects (tacit, embedded knowledge or how-to); and (3) emotional commitments expressed through actions and representations. The authors find that there are 12 common practices across brand communities, organized by four thematic aggregates, through which consumers realize value beyond that which the firm creates or anticipates. They also find that practices have a physiology, interact with one another, function like apprenticeships, endow participants ...
2,099 citations
TL;DR: In this article, the authors introduce a new "pinball" framework of new media's impact on relationships with customers and identify key new media phenomena which companies should take into account when managing their relationships with customer in the new media universe.
Abstract: Recent years have witnessed the rise of new media channels such as Facebook, YouTube, Google, and Twitter, which enable customers to take a more active role as market players and reach (and be reached by) almost everyone anywhere and anytime. These new media threaten long established business models and corporate strategies, but also provide ample opportunities for growth through new adaptive strategies. This paper introduces a new ‘‘pinball’’ framework of new media’s impact on relationships with customers and identifies key new media phenomena which companies should take into account when managing their relationships with customers in the new media universe. For each phenomenon, we identify challenges for researchers and managers which relate to (a) the understanding of consumer behavior, (b) the use of new media to successfully manage customer interactions, and (c) the effective measurement of customers’ activities and outcomes.
1,285 citations
01 Dec 2012
TL;DR: This study conducted a systematic review of eWOM research and identified key factors related to the major elements of the social communication literature and built an integrative framework explaining the impact of e WOM communication on consumer behavior.
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.
1,132 citations
TL;DR: In this paper, the authors aim to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in terms of the engagement with the brand and the other members of the online brand community.
Abstract: Purpose – This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the engagement with the brand and the other members of the online brand communities. It also explores the relationships of consumer engagement with other concepts, suggesting antecedents of engagement. Design/methodology/approach – Data are collected through semi-structured interviews with 21 international online brand community members, covering a variety of brand categories and social media platforms. Findings – This paper suggests that individuals are engaging in online communities in social network platforms both with other individuals and with brands. The study also identifies three key engagement dimensions (cognition, affect and behaviours). Their meaning and sub-dimensions are investigated. The paper further suggests key drivers, one outcome and objects of consumer engagement in online brand communities. These findings are in...
809 citations
TL;DR: In this article, a multi-dimensional analysis of electronic word-of-mouth (eWOM) communication has been conducted based on a systematic review of 190 studies and the key issues in current and emerging literature and propose important questions for future research.
800 citations
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TL;DR: Upon returning to the U.S., author Singhal’s Google search revealed the following: in January 2001, the impeachment trial against President Estrada was halted by senators who supported him and the government fell without a shot being fired.
23,419 citations
TL;DR: The authors argue that service provision rather than goods is fundamental to economic exchange and argue that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision is fundamental for economic exchange.
Abstract: Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of “goods,” which usually are manufactured output The dominant logic focused on tangible resources, embedded value, and transactions Over the past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the cocreation of value, and relationships The authors believe that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision rather than goods is fundamental to economic exchange The authors explore this evolving logic and the corresponding shift in perspective for marketing scholars, marketing practitioners, and marketing educators
12,760 citations
01 Jan 2006
TL;DR: Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system by concerned with the spread of messages that are perceived as new ideal.
Abstract: Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system. Diffusion is a special type of communication concerned with the spread of messages that are perceived as new ideal. Communication is a process in which participants create and share information with one another in order to reach a mutual understanding. Diffusion has a special character because of the newness of the idea in the message content. Thus some degree of uncertainty and perceived risk is involved in the diffusion process. An individual can reduce this degree of uncertainty by obtaining information. Information is a difference in matter energy that affects uncertainty in a situation where a choice exists among a set of alternatives.
9,295 citations
TL;DR: In this article, a typology for motives of consumer online articulation is proposed, drawing on findings from research on virtual communities and traditional word-of-mouth literature, which is based on the same authors' work.
4,881 citations
TL;DR: A growth model for the timing of initial purchase of new products is developed and tested empirically against data for eleven consumer durables, and a long-range forecast is developed for the sales of color television sets.
Abstract: (This article originally appeared in Management Science, January 1969, Volume 15, Number 5, pp. 215-227, published by The Institute of Management Sciences.)
A growth model for the timing of initial purchase of new products is developed and tested empirically against data for eleven consumer durables. The basic assumption of the model is that the timing of a consumer's initial purchase is related to the number of previous buyers. A behavioral rationale for the model is offered in terms of innovative and imitative behavior. The model yields good predictions of the sales peak and the timing of the peak when applied to historical data. A long-range forecast is developed for the sales of color television sets.
4,734 citations