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題名 網路口碑行銷如何影響消費者行為-以旅遊/美食部落格作為行銷工具
How online word-of-mouth influences consumer`s decision? A study on travel/gourmet blogs as a marketing tool
作者 施舜馨
貢獻者 賴建都
Lai, Chien tu
施舜馨
關鍵詞 網路口碑行銷
部落格行銷
消費者行為
blog marketing
consumer decision making
online word-of-mouth
日期 2009
上傳時間 9-May-2016 15:36:12 (UTC+8)
摘要 Online reviews provided from consumers who had previous experiences have become major information resource for consumers and marketers. The blogs then becomes the Web-based consumer opinion platform; the Internet enables consumers to share their experience with other consumers as the online word-of-mouth (WOM) communication. Online reviews on traveling and food tasting and by consumers who previously experienced have become a major information source for consumers and marketers regarding to the tourist spots and restaurants. The study extends previous existing research on the effects of WOM and consumer decision making by conducting the in-depth interview with bloggers and an online survey on blog viewing and information searching behaviors.
With the development of Web 2.0, word-of-mouth marketing is able to influence the consumers interactively. The user-generated contents created spread among the consumers soon and marketers become able to access millions of potential consumers over the world by understanding the new ways of communication.
Word-of-mouth (WOM) marketing is the most honest form of marketing because consumers are sharing their own opinions, independent of messaging and manipulation (Throne, 2008). In the study, the researcher will discuss how the blog readers rely on the source of word-of-mouth conversations and the further suggestions on consumer behaviors and marketing insights, analyzed from the perspectives of user satisfaction, information credibility and consumer loyalty.


Keywords: blog marketing, consumer decision making, online word-of-mouth (WOM).
參考文獻 Books-

Barlow, A. (2007). The rise of the blogosphere. Praeger Publishers, United States of America.

Blood, R. (2002). Weblogs: A history and perspective. In J. Rodzvilla (Ed.), We’ve Got Blog: How Weblogs are Changing Our Culture (pp. 7–16). Cambridge MA: Perseus Publishing.

Busch, Paul S. and Michael J. Houston (1985). Marketing: Strategic Foundation, Homewood. IL: Richard D. Irwin, Inc.

Charman, S. (2006). Blogs in business: Using blogs behind the firewall. In A. Bruns & J. Jacobs (Eds.), Uses of Blogs (pp. 57–68). New York: Peter Lang.

Fink, A. (1995). The survey handbook Vol.1. Thousand Oaks, CA: Sage.

Foxall, Gordon R. (2005). Understanding consumer choice. Consumer Behavior (pp. 15-42). Palgrave Macmiillan, United Kingdom.

Hall, R. Scott (2006). The Blog Ahead: How citizen-generated media is radically tilting the communications balances. Morgan& James, the Entrepreneurial Publisher.

Hanna, N. & Wozniak, R. (2001). Consumer behavior: An applied approach. Consumer Decision Making (pp.287-318). Prentice Hall, Upper Saddle River, N.J.

Harris, Frances Jacobson (2005). I Found It on the Internet: Coming of Age Online. American Library Association.

Herring, S. C. (1996). Gender differences in CMC: Bringing familiar baggage to the new frontier. In V. Vitanza, (Ed.), CyberReader (pp. 144–154). Boston: Allyn & Bacon.

Hewitt, Hugh (2005). Blog: Understanding the Information Reformation that’s changing your world. Thomas Nelson, Inc.

Hughes, Mark (2005). Buzz Marketing- get people to talk about your stuff. New York: Portfolio.

Jenkins, Henry (2006). Fans, Bloggers, and Gamers: Exploring Participatory Culture. New York University Press.

Marshall, C. and Rossman G. B. (1999). Designing Qualitative Research. Sage Publications, Inc.

Musser, J. and O’Reilly, T. (2006), Web 2.0 Principles and Best Practices [O’Reilly Radar Report] (O’Reilly Media, Sebastopol).

Oliver, Richard L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. Boston: McGraw-Hill.

Retneshwar, S., Mick, D. Glen and Huffman, Cynthia (Ed.), (2000). The Why of Consumption: Contemporary perspectives on consumer motives, goals, and desires. Routledge Interpretive Marketing Research.

Rosen, Emanuel (2005). The anatomy of buzz: how to create word-of-mouth marketing. A currency book published by Doubleday, Random House, Inc.

Weber, Larry (2007). Marketing to the Social Web. John Wiley & Sons, Inc., Hoboken, New Jersey.

Journals-

Bettman, James R., Luce, Mary Frances and Payne, John W. (1998). “Construct consumer choice processes”. Journal of Consumer Research 25(3): pp.187-217.

Brown, Tom J., Barry, Thomas E. Peter, Dacin, A. and Gunst, Richard F. (2005). “Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context”. Journal of the Academy of Marketing Science 2005 (33): 123-138.

Chan, Joseph M., Lee, Francis L.F., Pan, ZhongDang (2006). “Online News Meets established Journalism: How China’s journalists evaluate the credibility of news websites”. New Media and Societ, Vol. 8 (6), pp.925-947.
Christiansen, Tim, and Tax, Stephen S. (2000). Measuring word of mouth: The questions of who and when? Journal of Marketing Communications. 6 (3), 185-199.

Day, George S. (1971). “Attitude Change, Media and Word of Mouth.” Journal of Advertising Research, 11 (6), pp. 31-40.

Deuze, M. (2003). The Web and its Journalisms: Considering the Consequences of Different Types of Newsmedia Online`. New Media & Society, 5, 203-30.

Eveland, W.P., Marton, K. & Seo, M. (2004). Moving beyond “just the facts”: The influence of online news on the content and structure of public affairs knowledge. Communication Research, 31, 82-108.

Greenberg, P. (2009, April). Social Customers Want to Engage. CRM Magazine, 13(4), 48-48. Retrieved April 8, 2009, from Academic Search Complete database.

John, Joby (1994). “Referent Opinion and Health Care Satisfaction.” Journal of Health Care Marketing, 14 (Summer): 24-30.

Herr, Paul M., Frank R. Kardes, and John Kim (1991). “Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective.” Journal of Consumer Research, 17 (March): 454-462.

Herring, S. C., Scheidt, L. A., Bonus, S., & Wright, E. (2004). “Bridging the gap: A genre analysis of weblogs”. Proceedings of the 37th Hawaii International Conference on System Sciences. Los Alamitos, CA: IEEE Press.

Herring, S. C., Scheidt, L. A., Bonus, S., & Wright, E. (2005). “Weblogs as a bridging genre”. Information, Technology, & People, 18(2), 142–171.

Hoch, Stephen J. (2002). “Product experience is seductive”. Journal of Consumer Research 29: 448-454.

Laczniak, R. N., T. E. DeCarlo and S. N. Ramaswami (2001). “Consumers’ Responses to Negative Word-of-Mouth Communication: An Attribution Theory Perspective.” Journal of Consumer Psychology, 11(1): 57-73.

Lynch Jr., John G. and Srull, Thomas K. (1982). “Memory and attentional factors in consumer choice: Concepts and research methods”. Journal of Consumer Research 9: 18-37.

Mangold, W. G., Miller, F., & Brockway, G. R. (1999). Word-of-mouth communication in the service marketplace. The Journal of Services Marketing, 13(1), 73-89.

Morgan, Robert M. and Shelby D. Hunt (1994), “The Commitment- Trust Theory of Relationship Marketing.” Journal of Marketing, 58 (July), 20-38.

Murray,Keith B. (1991). “A Test of Services Marketing Theory: Consumer Information Acquisition Activities.” Journal of Marketing 55 (January): 10-25.

Murray, L. and Hourigan, T. (2008). Blogs for specific purposes: Expressivist or socio-cognitivist approach? ReCALL 20 (1): 82-97. European Association for Computer Assisted Language Learning.

Nardi, B. A., Schiano, D. J., Gumbrecht, M., & Swartz, L. (2004). “Why we blog.” Communications of the ACM, 47(12), 41-46.

Neelamegham, R. and D. Jain (1999). “Consumer Choice Process for Experience Goods: An Econometric Model and Analysis.” Journal of Marketing Research, 36(3): 373-386.

Oliver, Richard L. (1993). “Cognitive, Affective and Attribute Bases of the Satisfaction Response.” Journal of Consumer Research, 20 (December): 418-430.

Oliver, Richard L. (1999). “Whence consumer loyalty?” Journal of Marketing, 63 (4): 33-44.

Olshavsky, Richard W. and Granbois, Donald H. (1979). “Consumer decision making- Fact or fiction?” Journal of Consumer Research 6: 93-100.

Pan,B., MacLaurin, T. and J. C. Crotts. Travel Blogs and the Implications for Destination Marketing. Journal of Travel Research, August 1, 2007; 46(1): 35 - 45.

Pedersen, S. and Macafee C. (2007). Gender differences in British blogging. Journal of Computer-Mediated Communication 12 (2007): 1472-1492.

Perse, E. M. (1990). Audience Selectivity and Involvement in the Newer Media Environment. Communication Research, 17(5), 675-697.

Rubin, A.M. (1993). Audience activity and media use. Communication Monographs, 60, 98-105.

Rubin, A. M. (2002). The Uses-and-Gratifications Perspective of Media Effects. In Anonymous (Ed.), Media effects : advances in theory and research (pp. 525-548). Mahwah, NJ: Lawrence Elbaum Associates.

Ruggiero, T. E. (2000). Uses and gratifications theory in the 21st century. Mass Communication & Society, 3(1), 3-37.

Schmidt, Jan (2007). Blogging practices: An analytical framework. Journal of Computer-Mediated Communication 12 (2007): 1409-1427.

Sultan, Fareena, John U. Farley, and Donald R. Lehmann (1990). “AMeta- Analysis of Applications of Diffusion Models.” Journal of Marketing Research, 27 (February): 70-77.

Sun, Tao, Youn, Seounmi, Wu, Guohua, and Kuntaraporn, Mana (2006). Online word-of-mouth (or mouse): An exploration of its antecedents and consequences. Journal of Computer-Mediated Communication. 11 (4, July).

Wang, Y. and Fesenmaier, D. R. (2006). “Identifying the success factors of Web-based marketing strategy: An investigation of Convention and Visitors Bureaus in the United States.” Journal of Travel Research, 44(3): 239-249.

Zeithaml, Valarie A., Leonard L. Berry, and A. Parasuraman (1993). “The"Nature and Determinants of Customer Expectations of Service.” Journal of the Academy of Marketing Science, 21 (Winter): 1-12.

Online resources-

Blichfeldt, B. (2008, December). What to do on Our Holiday: The Case of in Situ Decision-Making. Anatolia: An International Journal of Tourism & Hospitality Research, 19(2), 287-305. Retrieved April 8, 2009, from Academic Search Complete database.

Blood, R. (2000). Weblogs: A history and perspective. Retrieved April, 2009, from http://www.rebeccablood.net/essays/weblog_history.html

Copeland, H. (2004). Blog reader survey. Retrieved April, 2009, from http://www.blogads.com/survey/blog_reader_survey.html

Ellen Garbarino, Mark S Johnson. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70-87. Retrieved March 29, 2009, from Academic Research Library database. (Document ID: 40916590). http://proquest.umi.com.ezproxy.lib.nccu.edu.tw:8090/pqdweb?did=40916590&sid=5&Fmt=4&clientId=23855&RQT=309&VName=PQD

Haferkamp, N. and Krämer, N. C. , 2008-05-21 "Entering the Blogosphere: Motives for Reading, Writing, and Commenting" Paper presented at the annual meeting of the International Communication Association, TBA, Montreal, Quebec, Canada Online . Retrieved April, 2009 from http://www.allacademic.com/meta/p232822_index.html

Herring, S. C., Scheidt, L. A., Bonus, S., & Wright, E. (2004). Bridging the gap: A genre analysis of weblogs. Proceedings of the 37th Hawai’i International Conference on System Sciences (HICSS-37). Los Alamitos, CA: IEEE Computer Society Press.

O’Reilly, T. 2005a. What is Web 2.0: Design Patterns and Business Models for the next generation of software. O`Reilly website, 30th September 2005. O’Reilly Media Inc. Available online at: http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html

Pan, B., McLaurin, T., & Crotts, J. (2007, August). Travel Blogs and the Implications for Destination Marketing. Journal of Travel Research, 46(1), 35-45. Retrieved April 8, 2009, doi:10.1177/0047287507302378.

Shachtman, N. (2002). "Blogs Make the Headlines." Wired News Retrieved June, 2009, from http://www.wired.com/culture/lifestyle/news/2002/12/56978

Wikipedia, Retrieved June, 2009. From: http://en.wikipedia.org/wiki/Web_2.0
描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
95461010
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0095461010
資料類型 thesis
dc.contributor.advisor 賴建都zh_TW
dc.contributor.advisor Lai, Chien tuen_US
dc.contributor.author (Authors) 施舜馨zh_TW
dc.creator (作者) 施舜馨zh_TW
dc.date (日期) 2009en_US
dc.date.accessioned 9-May-2016 15:36:12 (UTC+8)-
dc.date.available 9-May-2016 15:36:12 (UTC+8)-
dc.date.issued (上傳時間) 9-May-2016 15:36:12 (UTC+8)-
dc.identifier (Other Identifiers) G0095461010en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/95286-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際傳播英語碩士學位學程(IMICS)zh_TW
dc.description (描述) 95461010zh_TW
dc.description.abstract (摘要) Online reviews provided from consumers who had previous experiences have become major information resource for consumers and marketers. The blogs then becomes the Web-based consumer opinion platform; the Internet enables consumers to share their experience with other consumers as the online word-of-mouth (WOM) communication. Online reviews on traveling and food tasting and by consumers who previously experienced have become a major information source for consumers and marketers regarding to the tourist spots and restaurants. The study extends previous existing research on the effects of WOM and consumer decision making by conducting the in-depth interview with bloggers and an online survey on blog viewing and information searching behaviors.
With the development of Web 2.0, word-of-mouth marketing is able to influence the consumers interactively. The user-generated contents created spread among the consumers soon and marketers become able to access millions of potential consumers over the world by understanding the new ways of communication.
Word-of-mouth (WOM) marketing is the most honest form of marketing because consumers are sharing their own opinions, independent of messaging and manipulation (Throne, 2008). In the study, the researcher will discuss how the blog readers rely on the source of word-of-mouth conversations and the further suggestions on consumer behaviors and marketing insights, analyzed from the perspectives of user satisfaction, information credibility and consumer loyalty.


Keywords: blog marketing, consumer decision making, online word-of-mouth (WOM).		en_US
dc.description.tableofcontents Chapter 1 Introduction………………………………………………………4
1.1 Research Background…………………………………………………4
1.2 Rationale…………………………………………………………………6
1.3 Significance of the Study…………………………………………7
1.4 Research Question and Statement of Purpose………………8
1.5 Overview of Research Procedure…………………………………9
1.5.1 The preparatory stage……………………………………9
1.5.2 The implementation stage………………………………10
1.6 Definitions of Terms………………………………………………12
1.6.1 Web 2.0…………………………………………………………12
1.6.2 Word-of-mouth communication…………………………12
1.6.3 Travel blogs…………………………………………………12
1.6.4 Gourmet blogs………………………………………………13
1.7 Structure of the Study……………………………………………13

Chapter 2 Literature Review……………………………………………14
2.1 The Concept of Web 2.0……………………………………………15
2.1.1 The interactivity in Web 2.0…………………………15
2.1.2 The development of blogs under Web 2.0…………17
2.1.3 Blog topics…………………………………………………19
2.2 Consumer Decision Making Behavior…………………………21
2.2.1 Consumer Decision Making Process……………………25
2.2.2 From AIDMA to AISAS………………………………………27
2.3 WOM communication…………………………………………………30
2.3.1 Overview of word-of-mouth………………………………30
2.3.2 Online word-of-mouth communication- Blogs……32
2.3.3 Different perspectives of WOM- Real experience sharing………34
2.3.4 Consumer decision making and online WOM…………34
2.4 Summary of the Literature Review……………………………36

Chapter 3 Methodology………………………………………………………38
3.1 Research Framework…………………………………………………38
3.2 Research Variables and Definitions…………………………40
3.2.1 Consumer attributes………………………………………40
3.2.2 Information search behavior- travel/gourmet blogs………41
3.2.3 Main messages from travel and gourmet blogs…43
3.2.4 The effects of online WOM………………………………44
3.2.5 The consumer decision and sharing behaviors…46
3.3 Hypotheses……………………………………………………………47
3.4 Data Collection Procedures……………………………………49
3.5 In-depth Interview…………………………………………………50
3.5.1 Uses-and-Gratifications perspective………………50
3.5.2 Blogger profiles……………………………………………52
3.5.2.1 Travel bloggers…………………………………54
3.5.2.2 Gourmet bloggers………………………………55
3.5.2.3 Summary of the interviews…………………57
3.6 Questionnaire Design………………………………………………57
3.7 Sample Selection……………………………………………………58

Chapter 4 Analysis and Results of the Survey……………………60
4.1 Descriptive Analysis………………………………………………60
4.1.1 Sample structure…………………………………………60
4.2 Factor and Reliability Analysis………………………………63
4.2.1 Internet user behavior…………………………………63
4.3 Test of the hypotheses……………………………………………68
4.4 Summary of the Analysis Results………………………………89
Chapter 5 Conclusions and Recommendations………………………90
5.1 Conclusions……………………………………………………………90
5.2 Recommendations………………………………………………………92

References………………………………………………………………………95
Appendix (Questionnaire- English/ Chinese)……………………101


List of Tables and Figures

Figure 1.1 The percentage of the Internet users who have their own blogs………5
Figure 1.2 The comparison on people who have or don’t have their own blogs………5
Figure 2.1 A Model of Consumer Choice as a Cognitive Process………23
Table 2.1 Some Information Processing Depictions of Consumer Choice………24
Figure 2.2 Consumer Decision Making Stages………………………27
Figure 2.3 Conceptual framework of online search behavior………28
Figure 2.4 The online information search behavior and the consumer purchase decision making process………………………36
Figure 3.1 Previous proposed model on the effects of online word-of-mouth………39
Figure 3.2 Research Framework for the study……………………40
Table 4.1 Demographic information……………………………………61
Table 4.2 Principal Component Analysis of Internet user behavior on travel blogs………64
Table 4.3 Principal Component Analysis on travel blog user behavior………64
Table 4.4 Correlation analysis on Internet user behavior and travel blog user behavior…………65
Table 4.5 Principal Component Analysis of Internet user behavior on gourmet blogs………65
Table 4.6 Principal Component Analysis on gourmet blog user behavior…………66
Table 4.7 Correlation analysis on Internet user behavior and gourmet blog user behavior………66
Table 4.8 Principal Component Analysis of consumer decision making on travel/gourmet blogs………67
Table 4.9 Gender differences on Consumer decision making (travel blogs)………67
Table 4.10 Gender differences on Consumer decision making (gourmet blogs)………68
Table 4.11 Principal Component Analysis on consumer motivation to share………68
Table 4.12 Principal Component Analysis of information credibility on travel blogs………68
Table 4.13 Principal Component Analysis of consumer decision making on travel blogs………69
Table 4.14 Correlation analysis on information credibility and consumer decision making (travel blogs)………70
Table 4.15 Principal Component Analysis of information credibility on gourmet blogs………71
Table 4.16 Principal Component Analysis of consumer decision making on travel blogs………71
Table 4.17 Correlation analysis on information credibility and consumer decision making (gourmet blogs)………72
Table 4.18 Correlation analysis on information credibility and consumer motivation to share (gourmet blogs)………72
Table 4.19 Principal Component Analysis of user satisfaction on travel blogs (component 1)………73
Table 4.20 Principal Component Analysis of user satisfaction on travel blogs (component 2)………74
Table 4.21Correlation analysis on consumer satisfaction and consumer decision making (travel blogs)………74
Table 4.22 Principal Component Analysis of user satisfaction on gourmet blogs………75
Table 4.23 Principal Component Analysis of consumer decision making on gourmet blogs………75
Table 4.24 Correlation analysis on consumer satisfaction and consumer decision making (gourmet blogs)………76
Table 4.25 Correlation analysis on consumer satisfaction and consumer motivation to share (Travel blogs)………76
Table 4.26 Correlation analysis on consumer satisfaction and consumer motivation to share (Gourmet blogs)………77
Table 4.27 Principal Component Analysis of consumer loyalty on travel blogs………78
Table 4.28 Correlation analysis on consumer loyalty and consumer decision making (travel blogs)………78
Table 4.29 Correlation analysis on consumer loyalty and consumer motivation to share (travel blogs)………78
Table 4.30 Principal Component Analysis of consumer loyalty on gourmet blogs………79
Table 4.31 Correlation analysis on consumer loyalty and consumer decision making (gourmet blogs)………79
Table 4.32 Correlation analysis on consumer loyalty and consumer motivation to share (gourmet blogs)………80
Table 4.33 Independent Samples Test on Internet user behavior………81
Table 4.34 ANOVA Test on Internet user behavior within different “age” groups………81
Table 4.35 Regression analysis on Time spent on blog reading, Information credibility and Information search behaviors………82
Table 4.36 Correlation analysis on Internet user behavior and travel blog user behavior………83
Table 4.37 Regression analysis on Time spent on blog reading, blog owning and Internet user behaviors (Travel blogs)………84
Table 4.38 Regression analysis on Time spent on blog reading, blog owning and Internet user behaviors (Gourmet blogs)………85
Table 4.39 Regression analysis on Time spent on blog reading, blog owning and blog user behaviors (Travel blogs)………85
Table 4.40 Regression analysis on Time spent on blog reading, blog owning and blog user behaviors (Gourmet blogs)………86
Table 4.41 Principal Component Analysis of user motivation on travel blogs………87
Table 4.42 Correlation analysis on Information credibility and user motivation on travel blogs………87
Table 4.43 Principal Component Analysis of user motivation on gourmet blogs………88
Table 4.44 Correlation analysis on Information credibility and user motivation on gourmet blogs………88		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0095461010en_US
dc.subject (關鍵詞) 網路口碑行銷zh_TW
dc.subject (關鍵詞) 部落格行銷zh_TW
dc.subject (關鍵詞) 消費者行為zh_TW
dc.subject (關鍵詞) blog marketingen_US
dc.subject (關鍵詞) consumer decision makingen_US
dc.subject (關鍵詞) online word-of-mouthen_US
dc.title (題名) 網路口碑行銷如何影響消費者行為-以旅遊/美食部落格作為行銷工具zh_TW
dc.title (題名) How online word-of-mouth influences consumer`s decision? A study on travel/gourmet blogs as a marketing toolen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Books-

Barlow, A. (2007). The rise of the blogosphere. Praeger Publishers, United States of America.

Blood, R. (2002). Weblogs: A history and perspective. In J. Rodzvilla (Ed.), We’ve Got Blog: How Weblogs are Changing Our Culture (pp. 7–16). Cambridge MA: Perseus Publishing.

Busch, Paul S. and Michael J. Houston (1985). Marketing: Strategic Foundation, Homewood. IL: Richard D. Irwin, Inc.

Charman, S. (2006). Blogs in business: Using blogs behind the firewall. In A. Bruns & J. Jacobs (Eds.), Uses of Blogs (pp. 57–68). New York: Peter Lang.

Fink, A. (1995). The survey handbook Vol.1. Thousand Oaks, CA: Sage.

Foxall, Gordon R. (2005). Understanding consumer choice. Consumer Behavior (pp. 15-42). Palgrave Macmiillan, United Kingdom.

Hall, R. Scott (2006). The Blog Ahead: How citizen-generated media is radically tilting the communications balances. Morgan& James, the Entrepreneurial Publisher.

Hanna, N. & Wozniak, R. (2001). Consumer behavior: An applied approach. Consumer Decision Making (pp.287-318). Prentice Hall, Upper Saddle River, N.J.

Harris, Frances Jacobson (2005). I Found It on the Internet: Coming of Age Online. American Library Association.

Herring, S. C. (1996). Gender differences in CMC: Bringing familiar baggage to the new frontier. In V. Vitanza, (Ed.), CyberReader (pp. 144–154). Boston: Allyn & Bacon.

Hewitt, Hugh (2005). Blog: Understanding the Information Reformation that’s changing your world. Thomas Nelson, Inc.

Hughes, Mark (2005). Buzz Marketing- get people to talk about your stuff. New York: Portfolio.

Jenkins, Henry (2006). Fans, Bloggers, and Gamers: Exploring Participatory Culture. New York University Press.

Marshall, C. and Rossman G. B. (1999). Designing Qualitative Research. Sage Publications, Inc.

Musser, J. and O’Reilly, T. (2006), Web 2.0 Principles and Best Practices [O’Reilly Radar Report] (O’Reilly Media, Sebastopol).

Oliver, Richard L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. Boston: McGraw-Hill.

Retneshwar, S., Mick, D. Glen and Huffman, Cynthia (Ed.), (2000). The Why of Consumption: Contemporary perspectives on consumer motives, goals, and desires. Routledge Interpretive Marketing Research.

Rosen, Emanuel (2005). The anatomy of buzz: how to create word-of-mouth marketing. A currency book published by Doubleday, Random House, Inc.

Weber, Larry (2007). Marketing to the Social Web. John Wiley & Sons, Inc., Hoboken, New Jersey.

Journals-

Bettman, James R., Luce, Mary Frances and Payne, John W. (1998). “Construct consumer choice processes”. Journal of Consumer Research 25(3): pp.187-217.

Brown, Tom J., Barry, Thomas E. Peter, Dacin, A. and Gunst, Richard F. (2005). “Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context”. Journal of the Academy of Marketing Science 2005 (33): 123-138.

Chan, Joseph M., Lee, Francis L.F., Pan, ZhongDang (2006). “Online News Meets established Journalism: How China’s journalists evaluate the credibility of news websites”. New Media and Societ, Vol. 8 (6), pp.925-947.
Christiansen, Tim, and Tax, Stephen S. (2000). Measuring word of mouth: The questions of who and when? Journal of Marketing Communications. 6 (3), 185-199.

Day, George S. (1971). “Attitude Change, Media and Word of Mouth.” Journal of Advertising Research, 11 (6), pp. 31-40.

Deuze, M. (2003). The Web and its Journalisms: Considering the Consequences of Different Types of Newsmedia Online`. New Media & Society, 5, 203-30.

Eveland, W.P., Marton, K. & Seo, M. (2004). Moving beyond “just the facts”: The influence of online news on the content and structure of public affairs knowledge. Communication Research, 31, 82-108.

Greenberg, P. (2009, April). Social Customers Want to Engage. CRM Magazine, 13(4), 48-48. Retrieved April 8, 2009, from Academic Search Complete database.

John, Joby (1994). “Referent Opinion and Health Care Satisfaction.” Journal of Health Care Marketing, 14 (Summer): 24-30.

Herr, Paul M., Frank R. Kardes, and John Kim (1991). “Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective.” Journal of Consumer Research, 17 (March): 454-462.

Herring, S. C., Scheidt, L. A., Bonus, S., & Wright, E. (2004). “Bridging the gap: A genre analysis of weblogs”. Proceedings of the 37th Hawaii International Conference on System Sciences. Los Alamitos, CA: IEEE Press.

Herring, S. C., Scheidt, L. A., Bonus, S., & Wright, E. (2005). “Weblogs as a bridging genre”. Information, Technology, & People, 18(2), 142–171.

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