An investigation of problem-solving support and relaxation motivations on e-WOM

Labsomboonsiri, Saranya, Mathews, Shane, & Luck, Edwina (2014) An investigation of problem-solving support and relaxation motivations on e-WOM. Journal of Marketing Communications. (In Press)

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Abstract

As a consequence of greater computer-mediated consumer-to-consumer communication within the firm's marketing communications, there has been a growing need to understand these digital interactions more explicitly. That is, we still know little about the exact extrinsic and intrinsic motivations that drive electronic word-of-mouth. The purpose of the paper is to better understand why members within community-based websites develop a need to exchange and/or develop a social bond within the community. Questionnaire data were gathered from 147 members of an online beauty forum in Australia. The findings highlight that those members seeking problem-solving support in combination with elements of relaxation will be more inclined to exchange with other community members and develop a social bond within that community. Marketing managers can capitalise these findings by strengthening problem-solving support systems and creating environments where community members can also relax and unwind to increase the exchange between members and also increase the social bonds within the community.

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ID Code: 79489
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: e-WOM, Problem-solving Support, Enjoyment Exchange, Social Bonds
DOI: 10.1080/13527266.2014.984317
ISSN: 1466-4445
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2014 Routledge Taylor & Francis Ltd
Deposited On: 16 Dec 2014 00:04
Last Modified: 03 Jul 2016 17:01

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