People as Transmitters: What Makes an Online Marketing Message Contagious?

Author

Huang, Xuesong ; Liu, Maohong ; Huang, Minxue

Author_Institution

Sch. of Comput., Hubei Univ. of Technol., Wuhan

fYear

2008

fDate

20-20 Nov. 2008

Firstpage

441

Lastpage

444

Abstract

Word of Mouth (WOM) has been extensively studied as persuasive communication but it has seldom been studied as diffusive communication. This study focuses on online WOM as diffusive communication and the accompanying associated ripple effect by examining the informationpsilas quality, authenticity, authority, and interestingness. It also investigates how a participantpsilas opinion leadership and seeking propensities influence consumerpsilas online WOM activities. Our results show that all of the four WOM information dimensions have a positive effect on a transmitterpsilas level of acceptance of WOM, which in turn positively affects the transmitterpsilas sharing intention. This study indicates that in computer-mediated environments opinion seekers are more likely to be transmitter.

Keywords

computer mediated communication; marketing; computer-mediated environments; diffusive communication; online marketing; opinion seekers; persuasive communication; word of mouth; Engineering management; Environmental economics; Information management; Information processing; Information technology; Marketing management; Mouth; Seminars; Technology management; Transmitters; Diffusive Communiaction; Information Quality; Online Marketing;

fLanguage

English

Publisher

ieee

Conference_Titel

Future Information Technology and Management Engineering, 2008. FITME '08. International Seminar on

Conference_Location

Leicestershire, United Kingdom

Print_ISBN

978-0-7695-3480-0

Type

conf

DOI

10.1109/FITME.2008.71

Filename

4746529