Jennie Byrne, Vicky O’Rourke
Letterkenny Institute of Technology, Co. Donegal, Ireland
Evaluating the influence of online forums in consumer buyer
behaviour
Marketing Manager since 2005
Online Marketing Manager at Jacksons Hotel, Co. Donegal
BBS – Limerick Institute of Technology (2004)
MSc – Letterkenny Institute of Technology (2012)
PhD – University of Ulster: Understanding the
influence of communities on consumer buyer
behaviour (Present)
About Me
Professional
Academic
Background & Aim
Research Objectives:
1.Examine the influence of online
forums on consumers’ buying
behaviour
2.Understand why people use
online forums
3.Measure the awareness and
effectiveness of advertising within
online forums
Past, Present, Future
1979
Massive Impact
Online Discussions
Posters and Lurkers (Nonnecke and Preece,
2001)
User-Generated Content
‘Always Connected’
Share Opinions and Experiences
Literature
• Exchange opinions (Kaiser and Bodendorf, 2012)
• Research products and services (Evans et al., 2001)
• Exchange information (Ridings and Gefen, 2004)
• Assist in problem solving (Savolainen, 2010)
• Information sharing (Pitta and Fowler, 2005)
• Social capital (Preece, 2001; Cook, 2005)
• Important element in buyer behaviour (Chen and Barnes, 2007)
• Credible sources highly accepted (Bearden and Etel, 1982)
• Consumers don’t notice
advertisements (Hadija
et al., 2012)
• Marketing research and
relationship marketing
(Pitta and Fowler, 2005)
Usage
Trust
Influence on Buyer Behaviou
r
Advertising
• Information search, evaluation and post-purchase stages
• Influenced by discussions or recommendations (Granitz
and Ward, 1996)
• More influential than traditional WOM (Steffes and
Burgee, 2009)
Methodology
• Semi structured interviews with industry experts
• Face to face and via Skype
• Snowball sampling
• Four interviews
• Data analysis - themes and coded based on research
objectives (Morrill et al., 2000), Key quotes - ‘insiders
perspective’ (Patton, 2002)
• Online questionnaire with online forum users
• Survey Monkey
• Non-probability sampling
• Series of multiple choice, nominal and interval scale
questions
• 215 valid respondents
• Data analysis – filters and cross tabulations
Interviews
Questionnaires
Usage
Interviews• Discuss specific topics and interests
• Access information
• Learn
• Explore ideas
Questionnaire 1. Discussion (77 percent)
2. Pastime (67 percent)
3. Advice (65 percent)
4. Research (56 percent)
Literature Raban and Rafaeli (2007), Lu and Hsiao, 2007),
Chen and Qi (2011), Pitta and Fowler (2005),
Evans et al., (2006)
Trust
Interviews• Established members are highly trusted
• User generated content more trustworthy than
corporate messages
• Greater level of trust the higher the intension of
making a purchase
Questionnaire 62 percent trust members they have relationships
with over new members
Literature Bearden and Etel (1982), Bickart and Schindler
(2001), Lee et al (2011)
Influence
Interviews • Excellent source of research
• Discussions influence posters and lurkers
• ‘big influence’ in purchasing decisions
Questionnaire •Reading discussions influences purchase intensions
(77 percent)
• Positive discussions entice them to purchase (75
percent)
• Negative discussions encourage them not to
purchase (68 percent)
Literature Granitz and Ward (1996), Kaiser and Bodendorf
(2012), Steffes and Burgee (2009), Park et al (2007),
Chen and Xie (2008), Chatterjee and Patrai (2001)
Advertising
Interviews • Shouldn’t use forums as a promotional tool
• Customer service and feedback systems
• Promotion can be often seen as spam
• Discuss and listen to generate customer
engagement
• Build relationships
Questionnaire • Would never purchase a product or service based
on advertisement within online forums (72 percent)
• 54 percent rarely click on advertisements
• 62 percent rarely remember them
Literature Pitta and Fowler (2005), De Valck (2005), Barnatt
(1998)
Conclusion
• Online forums are used for discussion, pastime, advice and/or
research
• The opinions of people trusted are valued more
• User-generated content more trustworthy than corporate messages
• Discussions within online forums influence purchase decisions
• Consumers ignored advertisements
• Customer service, feedback systems and relationship marketing
• Helpful insight for marketers
• Specific industries or sectors
• Case study approach
• Explore the possible hierarchy of perceived trustworthiness
Hierarchy of perceived trustworthiness
PhD
Facebook Twitter Forums Blogs YouTubeInstagra
m
Home Electronics | Travel | Cars | Restaurants | Beauty | Fashion
Need / Problem
Information Search
Evaluation
Purchase
Post - Purchase
Profile of UsersImpact
on the decision making process
Emergent communication and behavioural influences
RO: 1a-d
RO: 2
RO: 2a
12
THANK YOU Questions?
@JenniePeoples