What Drives Word of Mouth: A Multi-Disciplinary Perspective

The World Wide Web has the potential to change much about consumer behavior and consumer communication. Web-based chatting, the focus of this study, is one example. In this article, we  provide an illustrative description of various consumer chatting situations, examine the motivations underlying Web-based chatting, and discuss the ways in which chatters act as "nai've marketers" in  their attempt to attract chatting partners. Using information gathered through the  combined use of an Internet survey and a content analysis, we explore five research questions:  who chats, why  individuals chat, how  chatters communicate, what links exist between Web  chatting and other consumer behaviors, and which factors lead to a successful chatting experience? The findings provide some insight into how consumers market themselves in cyberspace  and the effectiveness of their "personal advertisements" in  attracting other chatters
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Source: George M. Zinkhan , Hyokjin Kwak, Michelle Morrison,  Cara Okleshen Peters