An investigation of problem-solving support and relaxation motivations on e-WOM. Issue 3 (4th May 2017)

• Record Type: Journal Article
• Authors: Labsomboonsiri, Saranya; Mathews, Shane; Luck, Edwina
• Is Part Of: Journal of marketing communications. Volume 23:Issue 3(2017)
• Page Start: 273
• Page End: 292
• Publication Date: 2017-05-04
• Subjects: e-WOM -- problem-solving support -- enjoyment exchange -- social bonds; Communication in marketing -- Periodicals; 658.8
• DOI: 10.1080/13527266.2014.984317
• Languages: English
• ISSNs: 1352-7266

Abstract

Abstract : As a consequence of greater computer-mediated consumer-to-consumer communication within the firm's marketing communications, there has been a growing need to understand these digital interactions more explicitly. That is, we still know little about the exact extrinsic and intrinsic motivations that drive electronic word-of-mouth. The purpose of the paper is to better understand why members within community-based websites develop a need to exchange and/or develop a social bond within the community. Questionnaire data were gathered from 147 members of an online beauty forum in Australia. The findings highlight that those members seeking problem-solving support in combination with elements of relaxation will be more inclined to exchange with other community members and develop a social bond within that community. Marketing managers can capitalise these findings by strengthening problem-solving support systems and creating environments where community members can also relax and unwind to increase the exchange between members and also increase the social bonds within the community.