An investigation of online word-of-mouth communication in a collectivist society: A conceptual framework

The Internet provides consumers with various venues to share their experiences and views. The power and process of personal influence has been reinforced by various phenomena, such as buzz (Carl, 2006) and tipping points (Gladwell, 2000). Marketers are particularly interested in better understanding online word-of-mouth (WOM) because traditional forms of communication appear to be losing effectiveness (Nail, 2005). As online WOM communication becomes increasingly important and prevalent in today’s consumers’ interpersonal communication, it attracts considerable attention across disciplines including sociology, communication and information management. Given the increasing and persuasive power attributed to word-of-mouth communication, an understanding of what affects consumers’ online WOM behaviour is vital for marketers in order to increase their chances of tapping this online WOM communication.