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
Keyword(s):  
Bayesian Approach ◽  
Peer Interaction ◽  
Word Of Mouth ◽  
Customer Experience ◽  
Peer To Peer ◽  
Service Environments

Opportunistic Networks as an Enabling Technology for Mobile Word-of-Mouth Advertising

2010 ◽  
pp. 236-254 ◽  
Author(s):  
Andreas Heinemann ◽  
Tobias Straub
Keyword(s):  
Mobile Devices ◽  
Peer Interaction ◽  
Word Of Mouth ◽  
Movement Patterns ◽  
Opportunistic Networks ◽  
Peer To Peer ◽  
Electronic Word Of Mouth ◽  
Enabling Technology ◽  
Point Model ◽  
Simulation Based

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.

Opportunistic Networks as an Enabling Technology for Mobile Word-of-Mouth Advertising

2012 ◽  
pp. 1618-1636
Author(s):  
Andreas Heinemann ◽  
Tobias Straub
Keyword(s):  
Mobile Devices ◽  
Peer Interaction ◽  
Word Of Mouth ◽  
Opportunistic Networks ◽  
Peer To Peer ◽  
Electronic Word Of Mouth ◽  
Enabling Technology ◽  
Point Model ◽  
Simulation Based

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.

Citizen Marketing

2010 ◽  
pp. 45-55
Author(s):  
Ruth E. Brown
Keyword(s):  
Product Design ◽  
Peer Review ◽  
Peer Interaction ◽  
Word Of Mouth ◽  
Product Information ◽  
Theoretical Foundation ◽  
Peer To Peer ◽  
The Internet ◽  
Information Spread

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.

Citizen Marketing

E-Marketing ◽  
2012 ◽  
pp. 718-728
Author(s):  
Ruth E. Brown
Keyword(s):  
Product Design ◽  
Peer Review ◽  
Peer Interaction ◽  
Word Of Mouth ◽  
Product Information ◽  
Theoretical Foundation ◽  
Peer To Peer ◽  
The Internet ◽  
Information Spread

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.

‘I will not put this request at the very beginning’

2019 ◽  
Vol 4 (1) ◽  
pp. 37-58
Author(s):  
Qun Zheng ◽  
Ying Xu
Keyword(s):  
Peer Interaction ◽  
Language Use ◽  
Peer To Peer ◽  
Language Pedagogy ◽  
Power Difference ◽  
Direct Form ◽  
L2 Learners

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.

Peer-to-peer word-of-mouth: word-of-mouth extended to group online exchange

2018 ◽  
Vol 42 (2) ◽  
pp. 176-190 ◽  
Author(s):  
Anat Toder-Alon ◽  
Frédéric F. Brunel
Keyword(s):  
Online Community ◽  
Word Of Mouth ◽  
Peer To Peer ◽  
Bulletin Board ◽  
Cross Sectional ◽  
Content Type ◽  
Social And Emotional ◽  
Starting Point ◽  
Online Exchange ◽  
New Perspective

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.

scholarly journals Simulating Customer Experience and Word-Of-Mouth in Retail — A Case Study

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