publication . Article . 2014

The influence of electronic-word-of-mouth on consumer decision-making for beauty products in a Kuwaiti Women's online community

Nahed Mohammed Al-Haidari; Jane Coughlan;
Open Access English
  • Published: 31 Oct 2014
  • Publisher: Cyber Emotions Research Center
  • Country: United Kingdom
Online communities are an important source of electronic-word-of-mouth (eWOM), however few studies have examined these types of messages within the Middle Eastern context. This study focuses on Kuwaiti women as members of an online beauty forum; previous work has suggested a mediating effect of gender with women being more likely to trust and follow-up word-of-mouth with a purchase. A conceptual model, based on existing theoretical contributions, provides the basis of a coding framework for the message characteristics that influence members’ eWOM adoption. A sub-set of the analysis is presented: 218 threads (1820 messages, coded into 6702 units) illustrating cas...
free text keywords: Electronic-word-of-mouth, Online community, Decision-making, Consumer opinion, Kuwait, Electronic word of mouth, Beauty, media_common.quotation_subject, media_common, Advertising, Psychology, Marketing
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