The Internet enables customers to obtain electronic Word-of-Mouth from other customers. This paper illustrates a qualitative research project to identify customer motives for reading other customers' online articulations from online consumer opinion platforms and how much consideration consumers give such articulations when making purchase and communication decisions. The research was conducted in conjunction with consumer platform Ciao.co.uk via three stages: asynchronous online interview method, synchronous online interview method and participant validity checks. Template analysis was used to conclude the study's results.
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