Electronic Word-of-Mouth in Online Environments

Antti Vilpponen · Susanna Winter · Sanna Sundqvist

143 citations0/0 files storedJournal of Interactive Advertising

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Digital Marketing and Social Media Complex Network Analysis Techniques Innovation Diffusion and Forecasting

Abstract

This article presents a network analysis of electronic word-of-mouth referral communication in a real life online environment. The goal of the paper was to clarify the existing terminology of electronic word-of-mouth behavior, to examine the kind of network structure that will emerge in the electronic environment, and finally to explore the impact of the network structure on the acceptance of an innovation in such a communication environment. Results indicated that the structure of an electronic communication network is different from the traditional interpersonal communication network structure. This study also showed that the network structure affects innovation adoption timing in the electronic communication environment, as a centralized network structure leads towards early adoption and as tie strength and adoption timing are related.

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References

1973The Strength of Weak Ties 1983The diffusion of innovations 1985Network externalities, competition, and compatibility 2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?2003The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms 1995Customer Switching Behavior in Service Industries: An Exploratory Study 1987Social Ties and Word-of-Mouth Referral Behavior 1991Managerial Fads and Fashions: The Diffusion and Rejection of Innovations

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