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‘Arrivederci CIAO.com, Buongiorno Bing.com’—Electronic word-of-mouth (eWOM), antecedences and consequences

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  • Khammash, Marwan
  • Griffiths, Gareth Havard

Abstract

The Internet facilitates access to online product reviews and comments written by consumers. This paper offers new insights on the motives and antecedents of the reading behaviour of consumer reviews in online opinion platforms. This research was carried out from 2005 to 2008 using a case study approach. The case involved working with a prominent and successful online opinion platform (CIAO.com). The company was so successful it was purchased by Microsoft for $486 million in 2008 and is now incorporated into their main search engine which is still a market leader today. The research highlights four different types of motives that drive customers to read online reviews: decision-involvement, product-involvement, social-involvement and economic-involvement motives. The outcomes also demonstrated four different new types of motives: self-involvement motives, consumer-empowerment motives, new social-involvement motives and site-administration motives. Several related themes were also investigated, such as the preference for reading or writing online reviews and the reasons for choosing one over the other. The research tested the relevance of the online reading motives and their influence on consumer buying and communication behaviour. In summary, some theoretical and practical implications are highlighted and discussed.

Suggested Citation

  • Khammash, Marwan & Griffiths, Gareth Havard, 2011. "‘Arrivederci CIAO.com, Buongiorno Bing.com’—Electronic word-of-mouth (eWOM), antecedences and consequences," International Journal of Information Management, Elsevier, vol. 31(1), pages 82-87.
    • Handle: RePEc:eee:ininma:v:31:y:2011:i:1:p:82-87
    DOI: 10.1016/j.ijinfomgt.2010.10.005
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    References listed on IDEAS

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    1. Gruen, Thomas W. & Osmonbekov, Talai & Czaplewski, Andrew J., 2006. "eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty," Journal of Business Research, Elsevier, vol. 59(4), pages 449-456, April.
    2. Xinxin Li & Lorin M. Hitt, 2008. "Self-Selection and Information Role of Online Product Reviews," Information Systems Research, INFORMS, vol. 19(4), pages 456-474, December.
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    Cited by:

    1. Sangmi Chai & Bomi Choi & Minkyun Kim & T. C. E. Cheng, 2023. "Why do people speak about products online? The role of opinion leadership," Information Technology and Management, Springer, vol. 24(1), pages 1-17, March.
    2. Sangmi Chai, 2020. "Does Cultural Difference Matter on Social Media? An Examination of the Ethical Culture and Information Privacy Concerns," Sustainability, MDPI, vol. 12(19), pages 1-12, October.
    3. HaeJung Maria Kim & Kyung Wha Oh & Hye Jung Jung, 2020. "Socialization on Sustainable Networks: The Case of eBay Green’s Facebook," Sustainability, MDPI, vol. 12(8), pages 1-15, April.
    4. Robert Zinko & Paul Stolk & Zhan Furner & Brad Almond, 2020. "A picture is worth a thousand words: how images influence information quality and information load in online reviews," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(4), pages 775-789, December.

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