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Introduction Seeker and Giver Findings and Results Relevance of the Study Related Articles Conclusion
Group 9: Chen, Lo, Ou, Sinco, Sy
Introduction
Ethno-methodological Analysis (Qualitative Research)
Rhetorical Methods
WOM Conversation Benefits: As assembled
achievements emerging from the collaborative work of participants
Seeker and Giver Definitions
The individual who, when contemplating purchase, seeks out information from different acquaintances
WOM source Information
provider
Seeker Giver
Example
Baby Center
Facebook Similar to an Online Forum
Seeker’s Legitimacy
Topic Legitimacy
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
Findings and Results 5 Components in Online WOM Initiations:
Request Formulation:
Solicitation of Responders
Requested Response Framing
Full Diagnosis, Problem-only, Solution-only
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)
Findings and Results 5 Components in Online WOM Initiations:
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…
Findings and Results 4 Components of WOM Advice Rhetoric:
Advice Focus
Self/Recipient’s experience
Advice Schemes Argumentation
Theory Reputation effect
Quiet, totally portable…
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
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
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
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
What do you think?
Case 1
Yahoo Answers
Case 2
Yahoo Answers
Case 3
Yahoo Answers
Thank you for listening!