An investigation of problem-solving support and relaxation motivations on e-WOM |
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Authors: | Saranya Labsomboonsiri Shane Mathews Edwina Luck |
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Institution: | 1. School of Advertising, Marketing &2. Public Relations, Queensland University of Technology, 2 George Street, Brisbane, QLD 4000, Australia |
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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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Keywords: | e-WOM problem-solving support enjoyment exchange social bonds |
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