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Cited by 309Digital Marketing and Social MediaConsumer Behavior and Marketing InfluenceMarketing and Advertising Strategies

The DOI matches its Crossref record; 53 of the 53 references it cites were found in a registry or an index.

Online word of mouth and consumer purchase intentions

Prendergast, Gerard, Ko, David, Siu Yin, V. Yuen·2010·International Journal of Advertising
DOI 10.2501/s0265048710201427
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Abstract

Previous researchers have explained how offline word of mouth (WOM) influences consumer behaviour. Increasingly, however, consumers are turning to online WOM, especially online forums. In an online context, the research discussed in this article replicates the approaches taken to studying offline WOM. Grounded in social comparison theory, social network analysis and the theory of reasoned action, a mall intercept survey of consumers in Hong Kong showed that both similarity between a user’s interests and a forum’s topic and user attitudes towards the forum strongly predict purchase intentions as well as having an indirect effect through helping determine the forum’s persuasiveness. Theoretical implications are discussed as well as practical implications for marketers and recommendations for further research.

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Research works printed but not linked: 4

  1. Fishbein, M. & Ajzen, I. (1975) Belief, Attitude, Intention and Behaviour. Reading MA: Addison-Wesley.
  2. Hass, R. (1981) Effects of source characteristics on cognitive responses and persuasion, in R.E. Petty, T.M. Ostrom & T.C. Brock (eds), Cognitive Responses in Persuasion . Hillsdale, NJ: Lawrence Erlbaum Associates, pp. 141–172.
  3. Katz, E. & Lazarsfeld, P.f. (1955) Personal influence: the part played by people in theflow of mass communication . Glencoe, Il: free Press.
  4. Tamanin, T., Ancona, C. & Rodrigues-Netto, N. (2002) Translation, Validation and Cross-Cultural Adaptation into Portuguese Language of the ‘King’s Health Questionnaire. Heidelberg: International Continence Society Annual Conference.

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Metadata

Authors
Prendergast, G., Ko, D., & Siu Yin, V. Y.
Affiliations
Hong Kong Baptist University (HK)
Corresponding author
Prendergast, Gerard
ORCID
Prendergast, Gerard
Venue
International Journal of Advertising
Publisher
Informa UK Limited
Published
2010-01
Volume
29
Issue
5
Pages
687-708
ISSN
  • 0265-0487 (ISSN-L)
  • 1759-3948
DOI
10.2501/s0265048710201427
OpenAlex
W2053058317
Cited by
309
References
53
Citations by year
2026: 7 · 2025: 14 · 2024: 26 · 2023: 32 · 2022: 28 · 2021: 31 · 2020: 25 · 2019: 26 · 2018: 30 · 2017: 14 · 2016: 18 · 2015: 13 · 2014: 16 · 2013: 13 · 2012: 12
FWCI
30.15
Type
journal article
Language
en
Open access
closed
Locations
  • International Journal of Advertising (publishedVersion)
  • HKBU Institutional Repository (Hong Kong Baptist University) (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Keywords
electronic word of mouth, purchase intention, online forums, social comparison theory, social network analysis, theory of reasoned action, user attitudes, topic similarity, consumer behavior, Hong Kong consumers

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