eWOM, Consumers and Companies

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eWOM refers to positive or negative statements made by customers about products or companies that are shared online. The document examines the consequences of eWOM for consumers and companies. For consumers, eWOM allows for more informed purchasing decisions but can be influenced by both positive and negative reviews. Companies must view eWOM as both an opportunity and a challenge, as it provides information about customers but can also influence brand perceptions. The type of eWOM platform impacts the credibility and trust of the information shared.

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eWOM, CONSUMERS AND COMPANIES Second seminar paper – New Media & Society Tanja Papež

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Research Work for Wilkes University MBA 520 Marketing Management. The research paper answers the following questions. • What are the positive and negative effects that transpire from consumer power? • What are the three distinct consumer power sources and how do they each influence the Internet consumer base? • What forms of consumer power will further develop and increase influence and what does the future of Information Based, Network Based and Crowd Based Consumer Power look like? Keywords: Consumer power, Internet, Social platforms, Communication, Consumer Relationships

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Ads are no longer unidirectional or one-dimensional but a blend of offline and online techniques designed to directly interact with the community. For many companies, advertising via online platforms such as YouTube and Vimeo has replaced commercials on television altogether. Recently, branded flash mobs have emerged as a popular form of viral advertising. While many branded flash mobs have experienced millions of YouTube views a metric such as view count does not fully indicate the effectiveness of the ad. This netnographic study evaluates viewers’ attitude toward the ad to better understand the effects of branded flash mobs. After examining 2,882 YouTube comments from three virally successful branded flash mob ads, a typology is developed, referred to as the archetype of consumer attitude matrix, to enable academics to formulate research questions regarding branded flash mobs. These archetypes of consumer attitudes to the online ad, in this case branded flash mobs, aid in the assessment of consumer response based on processing (cognitive versus emotive) and stance (supportive versus antagonistic). This typology also serves as a guide to marketing managers in the use of branded flash mobs in their viral campaigns. The article concludes with recommendations for future research.

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Word of mouth (WOM) communication, long recognized as a highly influential source of information, has taken on new importance with the proliferation of online WOM. The rise of online forums and communities has dramatically increased the scope of word of mouth marketing, allowing consumers greater access to information from subject matter experts and other key influentials who impact new purchases. Online WOM data have been widely used in the literature to examine topics such as the impact of WOM recommendations and reviews, brand community involvement, and product adoption. For all the valuable contributions made by WOM research, a lot of important questions still remain unexplored. One is delineating the preconditions for user engagement in WOM communication; another is exploring the role of WOM content and WOM context on the efficacy of WOM in general. And there is final area where research is needed, focusing on organizational capabilities firms need in order to foster the impact of WOM communication on purchasing behavior.

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