Consumer created reviews and ratings : the importance of word of mouth in information search
Description
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.
Impact and interest:
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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: | Past > QUT Faculties & Divisions > QUT Business School Past > QUT Faculties & Divisions > Creative Industries Faculty Past > Schools > School of Media, Entertainment & Creative Arts Current > Schools > School of Advertising, Marketing & Public Relations |
| Institution: | Queensland University of Technology |
| Deposited On: | 03 Feb 2014 05:34 |
| Last Modified: | 26 May 2021 14:43 |
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