E-Fluence at the Point of Contact: Impact of Word-Of-Mouth and Personal Relevance of Services on Consumer Attitudes in Online Environments

E-Fluence at the Point of Contact: Impact of Word-Of-Mouth and Personal Relevance of Services on Consumer Attitudes in Online Environments

Bibliographic Details
Main Author: Elias, Troy R.C.
Language:English
Published: The Ohio State University / OhioLINK 2009
Subjects:
African Americans
Business Community
Communication
Marketing
Social Research
Viral marketing
word of mouth
social media
recommender system
e-commerce
race
ethnicity
social identity
distinctiveness
Online Access:http://rave.ohiolink.edu/etdc/view?acc_num=osu1243885230
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spelling ndltd-OhioLink-oai-etd.ohiolink.edu-osu12438852302021-08-03T05:56:05Z E-Fluence at the Point of Contact: Impact of Word-Of-Mouth and Personal Relevance of Services on Consumer Attitudes in Online Environments Elias, Troy R.C. African Americans Business Community Communication Marketing Social Research Viral marketing word of mouth social media recommender system e-commerce race ethnicity social identity distinctiveness This 2-part study examines key factors that may play a critical role in determining consumer attitudes based on online consumer feedback. Study I indicates that positive online consumer feedback leads to significantly more desirable consumer attitudes than sites with no consumer feedback, or sites with overly negative consumer word-of-mouth (NWOM). Study I also indicates that with the consistent exception of a service not specifically related to Black culture, but which has overwhelmingly positive consumer reviews, Blacks tend to respond more favorably to services that are linked to their own racial ingroup as long as those services have some positive consumer evaluations. Additionally, Study I demonstrates that for Whites, the e-WOM (electronic word-of-mouth) effect is larger for negative WOM than for positive WOM. Study II reinforced the impact of NWOM on Whites such that even when the race and viewable identity of a source was revealed negative WOM was still more influential than PWOM for Whites. Study II demonstrates that in general, regardless of the racial relevance of a service, Blacks’ attitudes are influenced by online evaluations given by their racial-ingroup. Moreover, Blacks responded to the Black relevant condition favorably even with negative Black evaluations. This implies Blacks require only a minimal degree of ingroup association to display ingroup favoritism. Additional implications for Social Identity Theory and the Distinctiveness Principle are discussed. 2009-09-03 English text The Ohio State University / OhioLINK http://rave.ohiolink.edu/etdc/view?acc_num=osu1243885230 http://rave.ohiolink.edu/etdc/view?acc_num=osu1243885230 unrestricted This thesis or dissertation is protected by copyright: all rights reserved. It may not be copied or redistributed beyond the terms of applicable copyright laws.
collection NDLTD
language English
sources NDLTD
topic African Americans
Business Community
Communication
Marketing
Social Research
Viral marketing
word of mouth
social media
recommender system
e-commerce
race
ethnicity
social identity
distinctiveness
spellingShingle African Americans
Business Community
Communication
Marketing
Social Research
Viral marketing
word of mouth
social media
recommender system
e-commerce
race
ethnicity
social identity
distinctiveness
Elias, Troy R.C.
E-Fluence at the Point of Contact: Impact of Word-Of-Mouth and Personal Relevance of Services on Consumer Attitudes in Online Environments
author Elias, Troy R.C.
author_facet Elias, Troy R.C.
author_sort Elias, Troy R.C.
title E-Fluence at the Point of Contact: Impact of Word-Of-Mouth and Personal Relevance of Services on Consumer Attitudes in Online Environments
title_short E-Fluence at the Point of Contact: Impact of Word-Of-Mouth and Personal Relevance of Services on Consumer Attitudes in Online Environments
title_full E-Fluence at the Point of Contact: Impact of Word-Of-Mouth and Personal Relevance of Services on Consumer Attitudes in Online Environments
title_fullStr E-Fluence at the Point of Contact: Impact of Word-Of-Mouth and Personal Relevance of Services on Consumer Attitudes in Online Environments
title_full_unstemmed E-Fluence at the Point of Contact: Impact of Word-Of-Mouth and Personal Relevance of Services on Consumer Attitudes in Online Environments
title_sort e-fluence at the point of contact: impact of word-of-mouth and personal relevance of services on consumer attitudes in online environments
publisher The Ohio State University / OhioLINK
publishDate 2009
url http://rave.ohiolink.edu/etdc/view?acc_num=osu1243885230
work_keys_str_mv AT eliastroyrc efluenceatthepointofcontactimpactofwordofmouthandpersonalrelevanceofservicesonconsumerattitudesinonlineenvironments
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