Heard It Through the Grapevine! How Peer-to-Peer Interaction Affects Customer Experience and Word-of-Mouth Intention in Different Service Environments: A Bayesian Approach

2017 ◽  
Author(s):  
Ribamar Siqueira ◽  
Enrique ter Horst ◽  
German Molina ◽  
Mauricio Losada ◽  
Marelby Mateus
Author(s):  
Andreas Heinemann ◽  
Tobias Straub

The growing share of people using mobile devices, that support wireless peer-to-peer interaction, offers the opportunity to build a ubiquitous infrastructure for electronic word-of-mouth messaging and advertising. This chapter introduces Opportunistic Networks as a layer for one-hop communication that opens up electronic word-of-mouth messaging for mobile devices. The reader will learn about adPASS (short for advertisement passing), a system build on top of Opportunistic Networks for digital advertisement distribution stimulated by an anonymous and tamper-resistant bonus point model. A simulation based on empirical movement patterns indicates the feasibility of our approach. This chapter concludes with a summary and provides an outlook on further research paths starting from our findings.


2012 ◽  
pp. 1618-1636
Author(s):  
Andreas Heinemann ◽  
Tobias Straub

The growing share of people using mobile devices, that support wireless peer-to-peer interaction, offers the opportunity to build a ubiquitous infrastructure for electronic word-of-mouth messaging and advertising. This chapter introduces Opportunistic Networks as a layer for one-hop communication that opens up electronic word-of-mouth messaging for mobile devices. The reader will learn about adPASS (short for advertisement passing), a system build on top of Opportunistic Networks for digital advertisement distribution stimulated by an anonymous and tamper-resistant bonus point model. A simulation based on empirical movement pat=terns indicates the feasibility of our approach. This chapter concludes with a summary and provides an outlook on further research paths starting from our findings.


Author(s):  
Ruth E. Brown

This chapter explores citizen marketing, which refers to consumers voluntarily posting product information based on their knowledge and experience. The product information may take the form of opinions, reviews, videos, ads, or entire websites; it is persuasive in that it meets a consumer need for credible peer review of products. Research into information spread by word-of-mouth provides the theoretical foundation for citizen marketing. Because it is found on the Internet where word spreads quickly, citizen marketing empowers individuals to bring change in the form of product design or price. The chapter examines how mainstream marketers are trying to channel citizen marketing through various means, including unfiltered peer-to-peer interaction on product websites.


E-Marketing ◽  
2012 ◽  
pp. 718-728
Author(s):  
Ruth E. Brown

This chapter explores citizen marketing, which refers to consumers voluntarily posting product information based on their knowledge and experience. The product information may take the form of opinions, reviews, videos, ads, or entire websites; it is persuasive in that it meets a consumer need for credible peer review of products. Research into information spread by word-of-mouth provides the theoretical foundation for citizen marketing. Because it is found on the Internet where word spreads quickly, citizen marketing empowers individuals to bring change in the form of product design or price. The chapter examines how mainstream marketers are trying to channel citizen marketing through various means, including unfiltered peer-to-peer interaction on product websites.


2019 ◽  
Vol 4 (1) ◽  
pp. 37-58
Author(s):  
Qun Zheng ◽  
Ying Xu

Pragmatic (in)felicity in requests refers to the (in)appropriateness and (im)politeness of one's language use. It has been a great challenge to L2 learners, as they are likely to compose grammatically correct but pragmatically infelicitous requests. Such infelicity could be associated with pragmalinguistic and sociopragmatic factors, yet whether L2 learners are aware of those factors has been underexplored. To understand the effects of power, imposition, and modifications on email perception, we designed a matched guise test for 224 Chinese L2 learners, who were instructed to rate from 1 (very inappropriate/impolite) to 5 (very appropriate/polite) on four email requests (Power±; Imposition±). We found that (1) learners are highly aware of pragmalinguistic factors because they perceive requests mitigated by internal and external modifications as more appropriate and polite (p < .05), (2) learners have limited awareness of power difference as they rank direct form as inappropriate in peer-to-peer interaction, and (3) learners cannot realise fully the sociopragmatic factors involved in high-imposition situations. The awareness of pragmatic (in)felicity among learners seems to be underdeveloped as regards degree of power and imposition. The findings could have some implications in language pedagogy.


2018 ◽  
Vol 42 (2) ◽  
pp. 176-190 ◽  
Author(s):  
Anat Toder-Alon ◽  
Frédéric F. Brunel

Purpose The purpose of this paper is to investigate how peer-to-peer word-of-mouth (PPWOM) conversations evolve over time because of the dynamic social nature of the community in which they take place. Design/methodology/approach This study analyzed PPWOM conversations in an online community website for new and expectant mothers. Two data collection phases were undertaken during a four-year period. In phase I, messages were collected for a one-month period from five different bulletin boards (i.e. cross-sectional data) and at two points in time (i.e. semi-longitudinal). In phase II, a full longitudinal study was conducted, and the complete text of all messages of a newly formed bulletin board was captured for a nine-month period. The corpus of messages was examined in line with the basic tools of ethnomethodology and conversation analysis. Findings This research developed a typology of PPWOM genres and showed that these genres change over the community lifespan. The findings confirmed that the levels of social cohesiveness and the interaction communicative motives are the main factors that distinguish different PPWOM genres. Research limitations/implications This research has offered a new perspective into the study of PPWOM, and hopefully it will serve as a starting point for a broader dialogue regarding the social context in which PPWOM is exchanged. Originality/value In contrast to traditional word-of-mouth research, this study demonstrated that PPWOM conversations go much beyond the exchange of functional information, and instead serve numerous social and emotional goals.


SIMULATION ◽  
2009 ◽  
Vol 86 (1) ◽  
pp. 5-30 ◽  
Author(s):  
Peer-Olaf Siebers ◽  
Uwe Aickelin ◽  
Helen Celia ◽  
Chris W. Clegg

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