An investigation of problem-solving support and relaxation motivations on e-WOM

Abstract

As a consequence of greater computer-mediated consumer-to-consumer communication within the firm's marketing communications, there has been a growing need to understand these digital interactions more explicitly. That is, we still know little about the exact extrinsic and intrinsic motivations that drive electronic word-of-mouth. The purpose of the paper is to better understand why members within community-based websites develop a need to exchange and/or develop a social bond within the community. Questionnaire data were gathered from 147 members of an online beauty forum in Australia. The findings highlight that those members seeking problem-solving support in combination with elements of relaxation will be more inclined to exchange with other community members and develop a social bond within that community. Marketing managers can capitalise these findings by strengthening problem-solving support systems and creating environments where community members can also relax and unwind to increase the exchange between members and also increase the social bonds within the community.

Keywords::

• e-WOM
• problem-solving support
• enjoyment exchange
• social bonds

Notes

^1. Email: [email protected]

^2. Email: [email protected]

Additional information

Notes on contributors

Saranya Labsomboonsiri

Saranya Labsomboonsiri holds Master's degrees by coursework and research in marketing, and is currently undertaking a Ph.D. in marketing from Queensland University of Technology, Australia. Her research interests include online consumer behaviour and electronic word-of-mouth marketing.

Shane Mathews

Shane Mathews is a full time academic at Queensland University of Technology in Australia. Shane is a senior lecturer in the area of e-marketing, Internet promotions, international marketing and e-commerce. Shane has nearly two decades of business marketing experience in a myriad or roles and responsibilities, and has served on the council for the Australian Marketing Institute (QLD). Shane's research looks at the Internet's impact on marketing and the implications for the marketing profession.

Edwina Luck

Edwina Luck has been lecturing for 20 years and within The School of Advertising, Marketing and Public Relations in Queensland University of Technology's Business School since 2002. Her research specialist areas include consumer behaviour, IMC, marketing education, virtual social networks, not for profit, generation Y and has published in these areas. She has attended many International conferences, been interviewed in local and State media and her opinion is sought after in aspects of social media. She has participated in expert panels regarding social media. She has won two QUT's Vice Chancellor's Awards for Excellence in Teaching and Innovation.