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Electronic word of mouth for mobile fitness application : an action case study

Dron, R and Mohamad, Mostafa 2015, Electronic word of mouth for mobile fitness application : an action case study , in: British Academy of Management, E-business and E-government Special Interest Group, 29 Jan 2016, Norwich Business School, University of East Anglia.

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There is a limited research on how the Electronic Word-of-Mouth (e-WOM) evolves to expand the wide adoption of emerging technologies such as mobile fitness tracking. Significant studies in the e-WOM literature (e.g. Hennig-Thurau et al, 2004; Goldsmith, 2006; Cheung et al, 2008) offered a limited insight on “who are the key influencers on the e-WOM” and “how to map them”. Also, they did not define “the extent to which e-WOM is leveraged to expand the adoption of emerging mobile applications”. Our study tends to fill these gaps and offers a systematic framework of e-WOM and the way it flows between different nodes that have been created by key influencers a virtual community (Porter et al, 2013). It helps enhancing the user’s involvement as a key driver for innovative delivery and wide adoption (Füller et al, 2014). In doing so, it bridges between three territories in the e-business and e-marketing literature, namely; e-WOM, Social Capital, and Influencer marketing theory.

Item Type: Conference or Workshop Item (Paper)
Schools: Schools > Salford Business School
Publisher: British Academy of Management
Related URLs:
Funders: University of Salford
Depositing User: Dr Mo Mohamad
Date Deposited: 04 Jan 2016 13:25
Last Modified: 04 Jan 2016 13:25

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