Consumer created reviews and ratings : the importance of word of mouth in information search

Gligorijevic, Barbara (2014) Consumer created reviews and ratings : the importance of word of mouth in information search. PhD thesis, Queensland University of Technology.


This study explored the creation, dissemination and exchange of electronic word of mouth, in the form of product reviews and ratings of digital technology products. Based on 43 in-depth interviews and 500 responses to an online survey, it reveals a new communication model describing consumers' info-active and info-passive information search styles. The study delivers an in-depth understanding of consumers' attitudes towards current advertising tools and user-generated content, and points to new marketing techniques emerging in the online environment.

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1,028 since deposited on 03 Feb 2014
351 in the past twelve months

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ID Code: 66741
Item Type: QUT Thesis (PhD)
Supervisor: Bruns, Axel & Luck, Edwina
Keywords: Word of mouth, Social media, Marketing, Consumer behaviour, Product reviews, Product ratings, User generated content, Purchasing decision-making process, Information search, Social ties
Divisions: Current > QUT Faculties and Divisions > Creative Industries Faculty
Current > Schools > School of Media, Entertainment & Creative Arts
Institution: Queensland University of Technology
Deposited On: 03 Feb 2014 05:34
Last Modified: 07 Sep 2015 00:41

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