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Converting Opinion Seekers in Opinion Givers in the Tourism Industry: Building Trust is Critical!

N'Goala, Gilles; Morrongiello, Caroline

Abstract:
With the Web 2.0, the interpersonal influence now includes its extension in cyberspace with electronic word of mouth. Thus, consumers become producers of information and create content. However, companies face difficulties in making them 'partial employees' who will actively participate in co-creating value, in content production and in promoting their products on the web. From a literature review and a qualitative study, we identify eight possible antecedents of consumer participation and customer engagement towards a brand. Using structural equations modeling, we test our model in a French Ski Resort (N = 1352) and demonstrate that consumers actively participate in opinion platforms to help companies (resort, destination) and not to vent negative feelings. ... mehr

Abstract (englisch):
With the Web 2.0, the interpersonal influence now includes its extension in cyberspace with electronic word of mouth. Thus, consumers become producers of information and create content. However, companies face difficulties in making them 'partial employees' who will actively participate in co-creating value, in content production and in promoting their products on the web. From a literature review and a qualitative study, we identify eight possible antecedents of consumer participation and customer engagement towards a brand. Using structural equations modeling, we test our model in a French Ski Resort (N = 1352) and demonstrate that consumers actively participate in opinion platforms to help companies
(resort, destination) and not to vent negative feelings. ... mehr

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Volltext §
DOI: 10.5445/KSP/1000038784/10
Coverbild
Zugehörige Institution(en) am KIT Institut für Informationswirtschaft und Marketing (IISM)
Publikationstyp Zeitschriftenaufsatz
Jahr 2014
Sprache Englisch
Identifikator ISSN: 2198-8005
urn:nbn:de:swb:90-415602
KITopen-ID: 1000041560
Erschienen in Customer & Service Systems
Band 1
Heft 1
Seiten 77-90
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