This is my first “reblog!” I want to share a great blog post by Ana Canhoto that I came across. This article describes the results of her research into social media and electronic word of mouth about brands. Specifically, the study looks at positive and negative online expression of consumer experiences with a brand. Enjoy!
Very interesting research – I will be following her work and her blog! Check it out at http://anacanhoto.com.
Jan Kietzmann and I have been investigating how social media users talk about their consumption experiences online, a phenomenon called “electronic Word of Mouth”, or eWoM. While there is considerable research regarding why and, to an extent, how consumers engage in eWoM, our research is novel in that it:
- Investigates how different aspects of the consumption experience influence eWoM, and
- Considers not the experience in itself, but the consumers’ assessment of the experience
- Is not specific to one single social media platform
But, first, let me tell you a little bit about the framing of our study.
What we looked at
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