Very concise summary of the course Cross Cultural Online Communication. With this summary I obtained an 8.3 for the exam. All the material of the course is covered in the summary.
Source credibility
Perceived credibility
- lay persons have little expertise
- self-proclaimed expert has expertise
- rated expert high level of expertise
Perceived trustworthiness
- lay persons more trustworthy
- self-proclaimed expert not so trustworthy
- rated expert more trustworthy
,Role of E-WOM in consumer selection process
Positive correlation between review rating & degree to which product was bought
(Leskovec et al., 2007).
E-WOM more effective than wom
- speed
- comfort
- one-to-many
- absence of face-to-face pressure (Sun et al. 2006)
E-WOM users
- opinion leaders
- opinion followers
The 90-9-1 Principle
90% of the users never leave a post
1% of the users contribute heavily and are responsible for 90% of the posts
9% of the users are responsible for the remaining 10%
What motivates people who post reviews?
- Ego focused; I had a disadvantage, need revenge also self-presentation
- Socially focused: Helping others, desire for social interaction
Effect of review may depend on type of product
- Products for which the quality of information is easy to evaluate before purchase
e.g. camera’s: positive reviews are seen as more valuable
- Products for which the experience is more important than the product
characteristics e.g. airline & city trips: negative reviews are more useful
Implications for organisations
1. Online reputation management: monitoring image/reputation
2. Web care: reading & reacting on negative messages
3. Automatic sentiment analysis: what is the overall company sentiment?
Web care
- Directly responding to negative reviews & larger audience
- Ensure complaints stop & responds adequately when customers are dissatisfied
best method: mediated immediacy (Kerkhof et al., 2010)
1. Immediate (through same channel public)
2. A.s.a.p. (timely)
3. Personal (singed, first person)
Automatic analysis of reviews
- Opinion mining/sentiment analysis
- Computer evaluates subjective info
Difficulty with jargon/emoji’s/sarcasm/new words
, Therefore, still in early phase and no little research on role of nationality, multilinguals
or culture in automatic analysis of reviews research gap
Main take home messages
1. Internet reviews are of great importance for companies and institutions
2. The automatic analysis of E-WOM is still in the early phase
3. Linguistic analysis is sparse
4. Earlier research: Nationality and culture have no role whatsoever
5. Research gap
6. Preliminary rq: Do cultures differ with regard to E-wom style?
Verbal communication styles
Ochs (1986): most cross-cultural differences in language are differences in context
and/or frequency of occurrence
Style = meta-message that contextualizes how individuals should accept and
interpret a verbal message.
Verbal style = carries tonal coloring of a message. It is expressed through shades of
tonal qualities, modes of nonverbal channels, and consistent thematic developments
in the discourse process.
Four stylistic modes of verbal interaction
Direct versus indirect styles
! research evidence most extensive and persuasive !
Direct style = verbal messages that embody and invoke speakers’ true intentions in
terms of their wants, needs, and desires in the discourse process (explicit)
Indirect style = verbal messages that camouflage and conceal speakers’ true
intentions in terms of their wants, needs, and goals in the discourse situation.
(implicit)
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