Crosscultural online communication
IBC Radboud University 2021/2022
Lecture 1: introduction
External communication:
- The past: controlled information stream directed toward consumers (marketer
generated content
- The present: less controlled information stream directed between consumers
(consumer generated content)
Ewom can have a big impact on tourism. Tourism has a big societal and economical
part.
Relationship between ewom and different communication channels:
Degree of
interactivity
Scope of the Senders(s)- Asynchronous Synchronous
Recievers
Communication Many to many Blogs, Twitter, Video-conferencin
group Whatsapp g
One-to-many Websites, product Speech
review sites
One-to-one Email, Whatsapp Telephone
Source credibility:
The credibility of a review can depend on 2 things
1. Perceived expertise
- Laypersons have little expertise
- Self proclaimed expert has expertise
- Rated expert high level of expertise
2. Perceived trustworthiness
- Lay persons more trustworthy
- Self proclaimed expert not so trustworthy
- Rated expert more trustworthy
There is a positive relation between the review rating and degree to which product
was bought.
The use of e-WOM
e-WOM is more influential than traditional WOM. Why?
- Speed, more time to formulate your message and quick access.
- Comfort, you don’t need to go and see a friend, answer can be found online
1
, - One-to-many, not one person telling one person but many people can read it.
Broad reach
- Absence of face to face pressure, there is no social anxiety
Ewom users can either be:
- Opinion leaders → poster or e-fluentials
- Opinion followers → lurkers
The 90-9-1 principle
90% of users never leave a post (lurkers)
1% of users contribute heavenly and are responsible for 90% of the posts
9% of users are responsible for the remaining 10% and are known
as intermittent contributors
What motivates people to post a review?
Ego focused:
- I have been disadvantaged, therefore I must revenge
- Self presentation
Socially focussed:
- helping others
- desire for social interaction
Effect of review may depend on the type of product:
Products for which the quality of information is easy to evaluate BEFORE
purchase, such as DVD players and cameras: positive reviews are seen as more
valuable.
Products for which the experience is more important than the product
characteristics, such as airlines and city trips: negative reviews are seen as more
useful.
2
IBC Radboud University 2021/2022
Lecture 1: introduction
External communication:
- The past: controlled information stream directed toward consumers (marketer
generated content
- The present: less controlled information stream directed between consumers
(consumer generated content)
Ewom can have a big impact on tourism. Tourism has a big societal and economical
part.
Relationship between ewom and different communication channels:
Degree of
interactivity
Scope of the Senders(s)- Asynchronous Synchronous
Recievers
Communication Many to many Blogs, Twitter, Video-conferencin
group Whatsapp g
One-to-many Websites, product Speech
review sites
One-to-one Email, Whatsapp Telephone
Source credibility:
The credibility of a review can depend on 2 things
1. Perceived expertise
- Laypersons have little expertise
- Self proclaimed expert has expertise
- Rated expert high level of expertise
2. Perceived trustworthiness
- Lay persons more trustworthy
- Self proclaimed expert not so trustworthy
- Rated expert more trustworthy
There is a positive relation between the review rating and degree to which product
was bought.
The use of e-WOM
e-WOM is more influential than traditional WOM. Why?
- Speed, more time to formulate your message and quick access.
- Comfort, you don’t need to go and see a friend, answer can be found online
1
, - One-to-many, not one person telling one person but many people can read it.
Broad reach
- Absence of face to face pressure, there is no social anxiety
Ewom users can either be:
- Opinion leaders → poster or e-fluentials
- Opinion followers → lurkers
The 90-9-1 principle
90% of users never leave a post (lurkers)
1% of users contribute heavenly and are responsible for 90% of the posts
9% of users are responsible for the remaining 10% and are known
as intermittent contributors
What motivates people to post a review?
Ego focused:
- I have been disadvantaged, therefore I must revenge
- Self presentation
Socially focussed:
- helping others
- desire for social interaction
Effect of review may depend on the type of product:
Products for which the quality of information is easy to evaluate BEFORE
purchase, such as DVD players and cameras: positive reviews are seen as more
valuable.
Products for which the experience is more important than the product
characteristics, such as airlines and city trips: negative reviews are seen as more
useful.
2
