The research, conducted by CIC, is the first of its kind in China and is based on comprehensive qualitative and quantitative offline research in Beijing, Shanghai, Guangzhou and Chengdu. The study looks to uncover the role and level of importance of netizens’ recommendations and opinions in the consumer purchase decision making process. This report is the first in a series of three reports based on the same research set. The following two installments include “How IWOM is generated and disseminated” and “How brands can participate in online communities.”
HIGHLIGHTS:
1. Do consumers pay attention to IWOM?
2. Why do consumers pay attention to IWOM?
3. How does IWOM influence consumers’ attitude towards brands?
4. How does IWOM affect purchase decisions?
12. About CIC
CIC is the thought leader in Internet Word of Mouth (IWOM) with over 4 years
experience in China working with cutting edge clients across multiple industries
on a retainer basis. With a proven approach and case studies, CIC is the first
and best option in China to help clients make sense of the buzz. CIC coined the
term IWOM and has pioneered the concept of IWOM, redefining the relationship
between brands and consumers. CIC is committed to both providing objective
third party strategic advice to clients and promoting the healthy development of
the Internet Community in China. CIC's research and discussion of IWOM's
impact and best practices can be found on its company blogs, in its IWOM white
papers and IWOM watch reports and through its IWOM roundtable events such
as IWOM summit and IWOM classroom.
CIC offers customized and syndicated reports as well as an industry leading
IWOM analytics dashboard which is supported by proprietary Chinese language
based text mining technology (patent pending), data processing technology and
data visualization technology. CIC's retainer relationships stretch over multiple
years with multinational clients from Fortune 500 companies.
CIC's continual development and evolution is driven by an unique, powerful and
open mindset and learning culture which at its foundation continually seeks to
understand how the Internet, and IWOM, is redefining the relationships between
brands and consumers.
For more information, please visit
• www.iwommaster.com (CIC IWOM master intelligence service platform)
• www.ciccorporate.com (CIC website),
• www.seeisee.com (CIC Company blog in Chinese)
• www.seeisee.com/sam (CEO's company blog in English).
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