An examination into the determinants of positive and negative electronic word-of-mouth communication

Christy M.K. Cheung; Zach W.Y. Lee

An examination into the determinants of positive and negative electronic word-of-mouth communication

Christy M.K. Cheung, Zach W.Y. Lee

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review

1 Citation (Scopus)

Abstract

The Internet has empowered consumers. More and more marketers attempt to harness the power of word-of-mouth communication in the online environment. In this paper, we attempt to explore the underlying motives for consumers engaging in both positive and negative eWOM communication. The findings reported here indicate that consumers engage in positive eWOM mostly for altruistic, self-enhancement, reciprocity, and sense of belonging. In contrast, consumers engage in negative eWOM for altruistic and venting negative feeling. The results of this exploratory study showed that though eWOM behaviour is the same, the underlying motives are very different. Thus, we recommend future research should clearly specify whether they are investigating PeWOM or NeWOM, and researchers should continue to identify corresponding theories to explain the two different eWOM phenomena.

Original language	English
Title of host publication	ICEB 2011 Proceedings (Bangkok)
Pages	182-189
Number of pages	8
Publication status	Published - Nov 2011
Externally published	Yes
Event	11th International Conference on Electronic Business (ICEB 2011): Borderless E-Business for the Next Decade - Bangkok, Thailand Duration: 29 Nov 2011 → 2 Dec 2011

Publication series

Name	Proceedings of the International Conference on Electronic Business (ICEB)
Publisher	International Consortium for Electronic Business
ISSN (Print)	1683-0040

Conference

Conference	11th International Conference on Electronic Business (ICEB 2011)
Place	Thailand
City	Bangkok
Period	29/11/11 → 2/12/11

Funding

The authors acknowledge with gratitude the generous support of the Hong Kong Baptist University for the project (FRG1/09-10/054) without which the timely production of the current report/publication would not have been feasible.

Research Keywords

Electronic word-of-mouth communication
Negative eWOM
Online consumer-opinion platforms
Positive eWOM
Social media

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https://aisel.aisnet.org/iceb2011/55/

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Cite this

@inproceedings{ab37360e789047dd911e1ed20245dbb0,

title = "An examination into the determinants of positive and negative electronic word-of-mouth communication",

abstract = "The Internet has empowered consumers. More and more marketers attempt to harness the power of word-of-mouth communication in the online environment. In this paper, we attempt to explore the underlying motives for consumers engaging in both positive and negative eWOM communication. The findings reported here indicate that consumers engage in positive eWOM mostly for altruistic, self-enhancement, reciprocity, and sense of belonging. In contrast, consumers engage in negative eWOM for altruistic and venting negative feeling. The results of this exploratory study showed that though eWOM behaviour is the same, the underlying motives are very different. Thus, we recommend future research should clearly specify whether they are investigating PeWOM or NeWOM, and researchers should continue to identify corresponding theories to explain the two different eWOM phenomena.",

keywords = "Electronic word-of-mouth communication, Negative eWOM, Online consumer-opinion platforms, Positive eWOM, Social media",

author = "Cheung, {Christy M.K.} and Lee, {Zach W.Y.}",

year = "2011",

month = nov,

language = "English",

series = "Proceedings of the International Conference on Electronic Business (ICEB)",

publisher = "International Consortium for Electronic Business",

pages = "182--189",

booktitle = "ICEB 2011 Proceedings (Bangkok)",

note = "11th International Conference on Electronic Business (ICEB 2011) : Borderless E-Business for the Next Decade ; Conference date: 29-11-2011 Through 02-12-2011",

}

Cheung, CMK & Lee, ZWY 2011, An examination into the determinants of positive and negative electronic word-of-mouth communication. in ICEB 2011 Proceedings (Bangkok). Proceedings of the International Conference on Electronic Business (ICEB), pp. 182-189, 11th International Conference on Electronic Business (ICEB 2011), Bangkok, Thailand, 29/11/11. <https://aisel.aisnet.org/iceb2011/55/>

An examination into the determinants of positive and negative electronic word-of-mouth communication. / Cheung, Christy M.K.; Lee, Zach W.Y.
ICEB 2011 Proceedings (Bangkok). 2011. p. 182-189 (Proceedings of the International Conference on Electronic Business (ICEB)).

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review

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AU - Cheung, Christy M.K.

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AB - The Internet has empowered consumers. More and more marketers attempt to harness the power of word-of-mouth communication in the online environment. In this paper, we attempt to explore the underlying motives for consumers engaging in both positive and negative eWOM communication. The findings reported here indicate that consumers engage in positive eWOM mostly for altruistic, self-enhancement, reciprocity, and sense of belonging. In contrast, consumers engage in negative eWOM for altruistic and venting negative feeling. The results of this exploratory study showed that though eWOM behaviour is the same, the underlying motives are very different. Thus, we recommend future research should clearly specify whether they are investigating PeWOM or NeWOM, and researchers should continue to identify corresponding theories to explain the two different eWOM phenomena.

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An examination into the determinants of positive and negative electronic word-of-mouth communication

Abstract

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Research Keywords

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