“Word-of-Mouse” in China: In-Depth Interviews
The aim of the study is to investigate why information about products, brands or organisations is generated among consumers online and what influences the initiation of online word-of-mouth from the sender’s perspective. An exploratory study was conducted involving 18 semi-structured interviews with Chinese consumers either face-to-face or online. The findings presented factors that influence consumers’ engagement of online word-of-mouth communication and revealed the impact of personal cultural orientation on this communication.
Keywords: Word-of-mouse, online word-of-mouth, communication, consumer behaviour, collectivism
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.