Alexander Rossmann
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  • Publication
    Consumption of E-WOM : Do Acquaintance and Prior usage Experience make the message Fonder?
    (European Marketing Academy, 2014-06-04)
    Rossmann, Alexander
    ;
    Ranjan, Kumar Rakesh
    ;
    Praveen, S.
    Word of Mouth communication has gained renewed prominence with the proliferation of electronic Word of Mouth (eWoM). Both types are customer generated sources of information, which are considered more credible, empathetic, and relevant than a marketer's communication efforts. While the generation of eWoM has received significant attention in existing research, the nomology of what causes engagement with eWoM is less developed. This research complements our current understanding by investigating the consumer-to-consumer context of two different online communities on Facebook. We examine the simultaneous effect of senders' prior experience of products and services and the extent of their acquaintance with other members on user engagement. The results offer significant insights into community strategies in order to foster user engagement and optimize eWoM communication.
    Type: conference paper
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/86828