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Consumer Adoption of Mobile eWOM Messages

Consumer Adoption of Mobile eWOM Messages

Akinori Ono, Mai Kikumori
Copyright: © 2015 |Pages: 13
ISBN13: 9781466682399|ISBN10: 1466682396|EISBN13: 9781466682405
DOI: 10.4018/978-1-4666-8239-9.ch014
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MLA

Ono, Akinori, and Mai Kikumori. "Consumer Adoption of Mobile eWOM Messages." Encyclopedia of Mobile Phone Behavior, edited by Zheng Yan, IGI Global, 2015, pp. 162-174. https://doi.org/10.4018/978-1-4666-8239-9.ch014

APA

Ono, A. & Kikumori, M. (2015). Consumer Adoption of Mobile eWOM Messages. In Z. Yan (Ed.), Encyclopedia of Mobile Phone Behavior (pp. 162-174). IGI Global. https://doi.org/10.4018/978-1-4666-8239-9.ch014

Chicago

Ono, Akinori, and Mai Kikumori. "Consumer Adoption of Mobile eWOM Messages." In Encyclopedia of Mobile Phone Behavior, edited by Zheng Yan, 162-174. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-8239-9.ch014

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Abstract

As mobile phones become more widely utilized, mobile-based electronic word-of-mouth (mWOM) on products and services is becoming an increasingly important factor in consumer behavior, as well as marketing communication. Regarding this issue, marketing and consumer scholars have conducted research on mWOM message-senders and recipients. Focusing on mWOM receiving behavior, this article presents academic knowledge regarding how recipients evaluate mobile eWOM messages and how they behaves as a result. Two streams can be identified in this research area: 1), mobile viral messages from marketers via friends and relatives, and 2) mWOM reviews on products and services from anonymous senders. The former can be further divided into two streams: a) research that has constructed and tested causal models explaining why consumers participate in mobile viral marketing, and b) research that has focused on illustrating comprehensively a multi-stage cognitive and behavioral customer journey towards receiving, using, and forwarding mobile viral marketing messages.

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