Version 2 2025-01-15, 00:55Version 2 2025-01-15, 00:55
Version 1 2023-05-19, 15:44Version 1 2023-05-19, 15:44
journal contribution
posted on 2025-01-15, 00:55authored byLin YangLin Yang, K-S Fam, JE Richard
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.
History
Publication title
Asian Journal of Business Research
Volume
4
Issue
2 Special Issue
Pagination
40-51
ISSN
1178-8933
Department/School
TSBE
Publisher
Asia Business Research Corporation Ltd.
Publication status
Published
Place of publication
New Zealand
Rights statement
Copyright 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/
Socio-economic Objectives
150303 Marketing, 280106 Expanding knowledge in commerce, management, tourism and services