The Influence of eWOM on Virtual Consumer Communities: Social Capital, Consumer Learning, and Behavioral Outcomes

By Kineta Hung, Stella Yiyan Li. Journal of Advertising Research, 2007

397 citations recorded by the source corpus.

Subfields: Genetics, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/9395b31549202763616543f46ccf2663c0a012e1

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Citations in the corpus

Measuring Consumers' Engagement With Brand-Related Social-Media Content (2016, background): “…be traced back to studies on brand-related electronic word of mouth (e.g., Chevalier and Mayzlin, 2006; Dellarocas, Zhang, and Awad, 2007; HennigThurau, Gwinner, Walsh, and Gremler, 2004; Hung and Li, 2007) and online customer reviews (e.g., Ho-Dac, Carson, and Moore, 2013; Zhu and Zhang, 2010).”
The Impacts of Electronic Word of Mouth on Brand Equity in the Context of Social Media (2014, background): “Based on the findings of Anderson (2008) and Hung and Li (2007), one of the most powerful channels in the social media is word of mouth.”
Reexamining Health Messages in the Digital Age: A Fresh Look at Source Credibility Effects (2015, background): “For example, Hung and Li (2007) found that eWOM communications greatly affected the consumption behaviors of users in virtual communities, ranging from the extent of their product knowledge to the breadth of their variety seeking.”
What drives consumers to spread electronic word of mouth in online consumer-opinion platforms (2012, background): “Most of the text-based information presented on the Internet is archived and thus, in many cases, at least in theory, is available for an indefinite period of time [28,37].”
Harnessing the Influence of Social Proof in Online Shopping: The Effect of Electronic Word of Mouth on Sales of Digital Microproducts (2011, background): “In this role, eWOM can both predict sales as well as cause a change in sales by influencing consumers [10, 25, 29].”
What We Know and Don't Know about Online Word-of-Mouth: A Review and Synthesis of the Literature (2014, background): “For instance, Hung and Li (2007) uncover two interesting antecedents — social capital and reflexivity.”
The impact of electronic word-of-mouth communication: A literature analysis and integrative model (2012, background): “In contrast, eWOM communications involve multi-way exchanges of information in asynchronous mode [47].”
Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites (2011, methodology): “The results of their study suggest that homophily plays a significant role in determining credibility perceptions and influencing the persuasive process on both websites and online discussion groups.”
Conceptualising electronic word of mouth activity: An input‐process‐output perspective (2011, background): “) that “provide the basis for trust, cooperation, and collective action in social aggregates such as an organization” ( Hung and Li, 2007, p. 486”
Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook (2016, background): “Hung and Li (2007) suggested one possible explanation for the relationship between eWOM and purchase intention is that eWOM provides opportunities for consumers to gain knowledge about brands and to store the information into their consideration set.”
Understanding consumers’ social networking site usage (2014, background): “The rise of social media has not only changed the internet as we know it, but has also dramatically changed the way people communicate and interact (Anderson, 2008; Hung & Li, 2007; Petrescu & Korgaonkar, 2011).”
Understanding repurchase intention of Airbnb consumers: perceived authenticity, electronic word-of-mouth, and price sensitivity (2018, background): “Hung and Li (2007) suggest that eWOM can effectively strengthen brand knowledge, leading to lower customer PR of the product by decreasing the incident of being deceived.”