Forces affecting perception of product comments on social‐WOM: An interactive, relational communication perspective

• Published in: Journal of consumer behaviour Vol. 17; no. 4; pp. 393 - 406
• Main Authors: Le, Angelina Nhat Hanh, Do, Ben Roy, Azizah, Nurul, Dang, Ryan Huu Phuc, Cheng, Julian Ming Sung
• Format: Journal Article
• Language: English
• Published: London Wiley Subscription Services, Inc 01.07.2018
• Subjects: Comments; Consumer behavior; Dominance; Information processing; Intimacy; Mass media; Mouth; Perceptions; Social information processing; Social media; Social networks; Uncertainty; Word of mouth advertising

An attempt is made to explore the predicting factors of the perception of product comments on word‐of‐mouth through social media (social‐WOM). The concept of the Social Information Processing theory is borrowed to develop a 4‐stage framework in which 4 determinants drive the 2 perceptions of sWOM pr...