Edited By Gunnar Prause, Urve Venesaar and Wolfgang Kersten
Consumer Behaviour in Social Media: Patterns of SharingCommercial MessagesIivi Riivits-Arkonsuo1 and Anu Leppiman2
307 Consumer Behaviour in Social Media: Patterns of Sharing Commercial Messages Iivi Riivits-Arkonsuo1 and Anu Leppiman2 Abstract The online word-of-mouth is a powerful marketing force and social media present both chal- lenges and opportunities for marketers. Why online word-of-mouth takes place and how it is generated and shared is not fully known. This empirical paper investigates the factors affect- ing Estonian consumers’ willingness to pass on commercial messages and to share online word-of-mouth information in a consumption context. First, an exploratory qualitative study was designed to determine consumer behaviour in social media channels. As the next step, statistic evidence was collected for the online consumer behaviour. The data were analysed using the explorative factor analysis. The representative online survey sample consisted of the responses of 418 respondents. Based on the results of both studies, a consumer decision- making model was developed regarding forwarding of online word-of-mouth. JEL classification codes: M3, D1 Keywords: online word-of-mouth (WOM) communication, consumer behaviour, social media platforms, word-of-mouth (WOM) marketing, experience marketing Publication of this paper is granted by the Doctoral School of Economics and Innovation cre- ated under the auspices of the European Social Fund. 1. Introduction The emergence of the phenomenon known as social media (also consumer-to- consumer communication, consumer-generated media) is a hybrid of mixed technology and media origins that enable real-time communication. It utilises multi-media formats (audio and visual presentations) and numerous delivery platforms (Facebook, YouTube, and blogs) with a global reach. These formats and platforms that can be considered an extension...
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