Stella Yiyan Li

The Influence of eWOM on Virtual Consumer Communities: Social Capital, Consumer Learning, and Behavioral Outcomes

ABSTRACT Word of mouth (WOM) is a highly credible form of marketing information. However, because it is difficult to study WOM in the face-to-face context, researchers have limited understanding of its sources of effectiveness or its effects beyond product and brand communications. We analyzed computer-mediated data and conducted face-to-face interviews with beauty product enthusiasts in China to understand electronic WOM (eWOM) in a consumption-interest virtual community. Our findings reveal four categories of responses: (1) sources of social capital, (2) brand choice facilitation, (3) persuasion knowledge development, and (4) consumer reflexivity. We then propose a model and offer a set of postulates to outline future research directions.

Interpersonal trust and platform credibility in a Chinese multibrand online community

Online communities offer attractive opportunities and challenges to advertisers. Using a revised source credibility framework, this study proposes that interpersonal trust and platform credibility are core to consumer search and consumption behaviors that allow advertisers to harvest value from online communities. We postulate that (1) quality Web features, and user instrumental and relational need fulfillment are antecedents of interpersonal trust and platform credibility; (2) interpersonal trust is distinct from, and an important driver of, platform credibility; and (3) both constructs drive a users online community usage and brand variety seeking behavior. An online survey of 899 consumers in China supports these propositions and offers both research and managerial implications for this new media platform.

Social Innovation in Emerging Economies: An Ecosystem Built on Collaboration and Knowledge Sharing

We take a new perspective to conceptualize and empirically validate firm and government-sponsored-institutions (GSIs) collaboration for small and medium enterprises (SMEs) as a vital form of social...