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T. Mazzarol, J. C. Sweeney and G. N. Soutar, “Conceptualizing Word-of-Mouth Activity, Triggers and Conditions: An Exploratory Study,” European Journal of Marketing, Vol. 41, No. 11-12, 2010, pp. 1475-1494. doi:10.1108/03090560710821260

has been cited by the following article:

• TITLE: Provide Consumers with What They Want on Word of Mouth Forums

  AUTHORS: Yan Liu, Dahai Dong, Robert E. Burnkant

  KEYWORDS: Internet Word-of-Mouth (WOM); Construal Level Theory; Consumer/Marketer-Sponsored Forums; Expectation Consistency/Inconsistency; Satisfaction

  JOURNAL NAME: iBusiness, Vol.5 No.1A, March 29, 2013

  ABSTRACT: Internet word-of-mouth (WOM) has a powerful impact on the consumer information search process. However, richness in information causes information overload. Consumers are not able to efficiently find the information they need among numerous and often redundant WOM postings and forums. As consumers become knowledgeable about WOM outlets, they may lower their search cost as they learn what kind of information to expect on various WOM forums. This conceptual paper develops research propositions to explain: 1) types of information consumers expect to see on different types of WOM forums, and 2) how expectations relate to satisfaction with WOM information and forums.