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

Dron, R and Mohamad, MRA ORCID: https://orcid.org/0000-0001-7172-1110 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.

	Microsoft Word (Extended Abstract) Restricted to Repository staff only Download (175kB)
Preview	PDF (Extended Abstract) Download (309kB) | Preview

Abstract

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:	Organisation
Funders:	University of Salford
Depositing User:	Dr Mostafa Mohamad
Date Deposited:	04 Jan 2016 13:25
Last Modified:	04 Mar 2020 09:50
URI:	http://usir.salford.ac.uk/id/eprint/37678

Actions (login required)

Edit record (repository staff only)