Word-of-mouth on financial products in online communities: an exploration into the why, what, and how?

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Word-of-mouth on financial products in online communities: an exploration into the why, what, and how?

This paper examines consumers' motivations to engage in electronic word-of-mouth (WOM) and its influences on the cognitive and affective aspects of the WOM message. A sample of 201 consumers was collected from an online survey. Regressions show that four motivations had significant relationship...

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Bibliographic Details
Main Authors:	Soetarto, B., Yap, Kenneth, Sweeney, J.
Format:	Working Paper
Published:	School of Marketing, Curtin Business School 2009
Subjects:	Cognitive influence Word-of-mouth Online survey Motivation Affective influence Financial services
Online Access:	http://hdl.handle.net/20.500.11937/41666

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