Outline

Introduction Seeker and Giver Findings and Results Relevance of the Study Related Articles Conclusion

Group 9: Chen, Lo, Ou, Sinco, Sy

Introduction

Ethno-methodological Analysis (Qualitative Research)

Rhetorical Methods

WOM Conversation Benefits: As assembled

achievements emerging from the collaborative work of participants

Seeker and Giver Definitions

The individual who, when contemplating purchase, seeks out information from different acquaintances

WOM source Information

provider

Seeker Giver

Example

Baby Center

Facebook Similar to an Online Forum

Seeker’s Legitimacy

Topic Legitimacy

Self-categorization theory Personal identity: “This is my first

time” Social Identity: “I am a first time

mom”

Issues sanctioned by the forum Providing compelling descriptions

of problems and Showcasing topics in the thread

title

Findings and Results 5 Components in Online WOM Initiations:

Request Formulation:

Solicitation of Responders

Requested Response Framing

Full Diagnosis, Problem-only, Solution-only

Targeted Solicitation Responders’ past experiences Responders’ profiles and category

membership

Paradigmatic mode: (e.g., pro/cons, quantities, cost)

Narrative mode: (e.g., human intentions, actions)

Findings and Results 5 Components in Online WOM Initiations:

Findings and Results 4 Components of WOM Advice Rhetoric:

Foundation of Authority

Advice Framing

I make sense, okay?

I belong to…

The reason are as follows…

Both of my nephews had them, so…

Findings and Results 4 Components of WOM Advice Rhetoric:

Advice Focus

Self/Recipient’s experience

Advice Schemes Argumentation

Theory Reputation effect

Quiet, totally portable…

Relevance of the Study

WOM conversations = assembled achievements

Online WOM - a social act that serves an innately social and communal function

Classification of the rhetorical methods used in the construction of WOM talk

Increase in viral marketing opportunities. Effective tailoring of consumer responses

Related Articles

“Word of Mouth Communicated Within Online Communities: Conceptualizing the Online

Social Network” Researchers investigated online WOM through

qualitative interviews followed by a social network analysis of a single community

Results: Individuals behave as if websites are primary “actors” and that communities can act as a social proxy for individual identification

Support: Self-categorization theory wherein seekers can easily identify themselves as part of a society through online communities

Related Articles

“Uncovering Rhetorical Methods of Word-of-Mouth Talk in an Online Community”

Traditional: Information is exchanged in private conversations → treat WOM rhetoric as a black box, relying instead on consumer recall or inferences from aggregated data.

Nowadays: Online communities make it possible to unobtrusively observe consumers-to-consumers conversations

Conclusion

An Analysis of Word of Mouth Rhetorical Methods in the online Social Media Talk

Seeker: WOM seekers organize their messages through the use of online forum or platform

Giver: WOM givers have access to a repertoire of advice giving components with corresponding rhetorical methods

What do you think?

Case 1

Yahoo Answers

Case 2

Yahoo Answers

Case 3

Yahoo Answers

Thank you for listening!