Crosscultural Online Communication
Lecture 1
Aim
Crosscultural research into the experience and wording of reviews in e-WOM.
Focus on intensified language.
- Cross (=comparison)
- Culture (=collective mental programming)
- Online (=reviews)
External communication
Past: controlled information stream directed toward consumers
marketer generated content
Present: Less controlled information stream directed toward consumers
consumer generated content
e-WOM
= electronic word of mouth. Blogs, vlogs, news groups, social networks…
Opinion leaders: “posters” (‘e-fluentials’)
Opinion followers: “lurkers”
Relationship between e-WOM and different communication channels
Role of e-WOM in the consumer
selection process
There is a positive correlation
between the review rating and
the degree to which the product
was bought.
e-WOM is more influencing than traditional WOM, thanks to:
1. Speed
2. Comfort
3. One-to-many
4. Absence of face-to-face pressure
It reduces insecurity and accelerates purchasing behaviour
, The 90-9-1 principle: E-WOM users The 90-9-1 principle: E-WOM posts
90% of
users never leave a post LURKERS Contributors are either
- ego-focused
9% of users are INTERMITTANT CONTRIBUTORS - socially focused
1% of users contribute heavily and are responsible for 90% of the posts
Positive -vs- negative reviews (for which products are they seen as valuable)
😊 Products for which the quality of info is ☹ Products for which the experience is
easy to evaluate before purchase more important than the product
(camera) characteristics
(‘experience’ products; airlines, trips)
Implications for organisations
Online reputation management: monitoring your reputation
Webcare: policy for an organisation to actively respond to statements about that
organisation on social media by consumers who have questions or complaints.
important because it shows that the company responds adequately (and stops
complainers.)
Best method: mediated immediacy
- Personal (signed; first person)
- Immediate (through the same channel; public)
Automatic analysis of reviews: online reputation management
- opinion miming or sentiment analysis
…deceptive text often contains exaggerated language as well as an increased use of personal
pronouns.
Lecture 1
Aim
Crosscultural research into the experience and wording of reviews in e-WOM.
Focus on intensified language.
- Cross (=comparison)
- Culture (=collective mental programming)
- Online (=reviews)
External communication
Past: controlled information stream directed toward consumers
marketer generated content
Present: Less controlled information stream directed toward consumers
consumer generated content
e-WOM
= electronic word of mouth. Blogs, vlogs, news groups, social networks…
Opinion leaders: “posters” (‘e-fluentials’)
Opinion followers: “lurkers”
Relationship between e-WOM and different communication channels
Role of e-WOM in the consumer
selection process
There is a positive correlation
between the review rating and
the degree to which the product
was bought.
e-WOM is more influencing than traditional WOM, thanks to:
1. Speed
2. Comfort
3. One-to-many
4. Absence of face-to-face pressure
It reduces insecurity and accelerates purchasing behaviour
, The 90-9-1 principle: E-WOM users The 90-9-1 principle: E-WOM posts
90% of
users never leave a post LURKERS Contributors are either
- ego-focused
9% of users are INTERMITTANT CONTRIBUTORS - socially focused
1% of users contribute heavily and are responsible for 90% of the posts
Positive -vs- negative reviews (for which products are they seen as valuable)
😊 Products for which the quality of info is ☹ Products for which the experience is
easy to evaluate before purchase more important than the product
(camera) characteristics
(‘experience’ products; airlines, trips)
Implications for organisations
Online reputation management: monitoring your reputation
Webcare: policy for an organisation to actively respond to statements about that
organisation on social media by consumers who have questions or complaints.
important because it shows that the company responds adequately (and stops
complainers.)
Best method: mediated immediacy
- Personal (signed; first person)
- Immediate (through the same channel; public)
Automatic analysis of reviews: online reputation management
- opinion miming or sentiment analysis
…deceptive text often contains exaggerated language as well as an increased use of personal
pronouns.
