An investigation of online word-of-mouth communication in China: In-depth interviews

The aim of the study is to investigate why information about products, brands or organizations is generated among consumers online and what influences the initiation of online word-of-mouth (WOM) from the sender‟s perspective. An exploratory study was conducted involving eighteen semi-structured interviews with Chinese consumers face-to-face and online. The findings presented factors that influence consumers‟ engagement of online WOM and revealed the impact of personal cultural orientation on their WOM communication. Further research is required to produce more generalisable results.