124095 Word of Mouse in China.pdf (152.08 kB)
“Word-of-Mouse” in China: In-Depth Interviews
journal contributionposted on 2023-05-19, 15:44 authored by Lin YangLin Yang, Fam, K-S, Richard, JE
The aim of the study is to investigate why information about products, brands or organisations is generated among consumers online and what influences the initiation of online word-of-mouth from the sender’s perspective. An exploratory study was conducted involving 18 semi-structured interviews with Chinese consumers either face-to-face or online. The findings presented factors that influence consumers’ engagement of online word-of-mouth communication and revealed the impact of personal cultural orientation on this communication.
Publication titleAsian Journal of Business Research
Issue2 Special Issue
PublisherAsia Business Research Corporation Ltd.
Place of publicationNew Zealand
Rights statementCopyright 2014 Asian Journal of Business Research (AJBR). Licensed under Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND 4.0) https://creativecommons.org/licenses/by-nc-nd/4.0/