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Outline  Introduction  Seeker and Giver  Findings and Results  Relevance of the Study  Related Articles  Conclusion Group 9: Chen, Lo, Ou, Sinco,

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Presentation on theme: "Outline  Introduction  Seeker and Giver  Findings and Results  Relevance of the Study  Related Articles  Conclusion Group 9: Chen, Lo, Ou, Sinco,"— Presentation transcript:

1 Outline  Introduction  Seeker and Giver  Findings and Results  Relevance of the Study  Related Articles  Conclusion Group 9: Chen, Lo, Ou, Sinco, Sy

2 Introduction  Ethno-methodological Analysis (Qualitative Research)  Rhetorical Methods  WOM Conversation Benefits:  As assembled achievements emerging from the collaborative work of participants

3 Seeker and Giver Definitions  The individual who, when contemplating purchase, seeks out information from different acquaintances  WOM source  Information provider SeekerGiver

4 Example Baby Center

5 Facebook Similar to an Online Forum

6

7 Seeker’s Legitimacy  Topic Legitimacy  Self-categorization theory Personal identity: “This is my first time” Social Identity: “I am a first time mom”  Self-categorization theory Personal identity: “This is my first time” Social Identity: “I am a first time mom”  Issues sanctioned by the forum  Providing compelling descriptions of problems and  Showcasing topics in the thread title  Issues sanctioned by the forum  Providing compelling descriptions of problems and  Showcasing topics in the thread title Findings and Results 5 Components in Online WOM Initiations:

8 Request Formulation : Solicitation of Responders Requested Response Framing Full Diagnosis, Problem-only, Solution-only  Targeted Solicitation Responders’ past experiences Responders’ profiles and category membership  Targeted Solicitation Responders’ past experiences Responders’ profiles and category membership  Paradigmatic mode: ( e.g., pro/cons, quantities, cost)  Narrative mode: (e.g., human intentions, actions)  Paradigmatic mode: ( e.g., pro/cons, quantities, cost)  Narrative mode: (e.g., human intentions, actions) Findings and Results 5 Components in Online WOM Initiations:

9 Findings and Results 4 Components of WOM Advice Rhetoric:  Foundation of Authority  Advice Framing I make sense, okay? I belong to… The reason are as follows… Both of my nephews had them, so…

10 Findings and Results 4 Components of WOM Advice Rhetoric:  Advice Focus  Self/Recipient’s experience  Advice Schemes  Argumentation Theory  Reputation effect Quiet, totally portable…

11 Relevance of the Study  WOM conversations = assembled achievements  Online WOM - a social act that serves an innately social and communal function  Classification of the rhetorical methods used in the construction of WOM talk  Increase in viral marketing opportunities.  Effective tailoring of consumer responses

12 Related Articles “Word of Mouth Communicated Within Online Communities: Conceptualizing the Online Social Network”  Researchers investigated online WOM through qualitative interviews followed by a social network analysis of a single community  Results: Individuals behave as if websites are primary “actors” and that communities can act as a social proxy for individual identification  Support: Self-categorization theory wherein seekers can easily identify themselves as part of a society through online communities

13 Related Articles “Uncovering Rhetorical Methods of Word-of-Mouth Talk in an Online Community”  Traditional: Information is exchanged in private conversations → treat WOM rhetoric as a black box, relying instead on consumer recall or inferences from aggregated data.  Nowadays: Online communities make it possible to unobtrusively observe consumers-to-consumers conversations

14 Conclusion  An Analysis of Word of Mouth Rhetorical Methods in the online Social Media Talk  Seeker: WOM seekers organize their messages through the use of online forum or platform  Giver: WOM givers have access to a repertoire of advice giving components with corresponding rhetorical methods

15 What do you think?

16 Case 1 Yahoo Answers

17 Case 2 Yahoo Answers

18 Case 3 Yahoo Answers

19 Thank you for listening!


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