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“Word-of-Mouse” in China: In-Depth Interviews

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journal contribution
posted on 2025-01-15, 00:55 authored by Lin 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

UN Sustainable Development Goals

9 Industry, Innovation and Infrastructure

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