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

Dron, R; Mohamad, MRA

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.

Citation

Dron, R., & Mohamad, M. (2016, January). Electronic word of mouth for mobile fitness application : an action case study. Presented at British Academy of Management, E-business and E-government Special Interest Group, Norwich Business School, University of East Anglia

• Presentation Conference Type: Other
• Conference Name: British Academy of Management, E-business and E-government Special Interest Group
• Conference Location: Norwich Business School, University of East Anglia
• Start Date: Jan 29, 2016
• Acceptance Date: Oct 7, 2015
• Deposit Date: Jan 4, 2016
• Publicly Available Date: Jan 4, 2016
• Publisher URL: http://ebusiness.ncl.ac.uk/news/events/16_01_workshop.php
• Related Public URLs: http://ebusiness.ncl.ac.uk/news/events/16_01_workshop.php
• Additional Information: Event Type : Conference