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The motivation structure of electronic word-of-mouth: Effects of personality on the generation of online articulations

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Disciplines
  • Communication

Abstract

Diskussionsbeitrag_User_generated content Regensburger DISKUSSIONSBEITRÄGE zur Wirtschaftswissenschaft University of Regensburg Working Papers in Business, Economics and Management Information Systems The motivation structure of electronic word-of-mouth: Effects of personality on the generation of online articulations Roland Helm∗ and Michael Moeller** 20. Juni 2011 Nr. 457 JEL Classification: M31, M37 Key Words: user generated content, online-multipliers, opinion leader, personality strength, online communication, diffusion ∗ Roland Helm holds the Chair of Strategic Industrial Marketing at the University of Regensburg, Universitaetsstrasse 31, D-93040 Regensburg, Germany, Phone: +49-941-943-5621, Fax: +49-941-943-5622, E- mail: sigm[at]wiwi.uni-regensburg.de ** Michael Moeller, Friedrich-Schiller-University Jena, Carl-Zeiss-Strasse 3, D-07743 Jena, Germany, Phone: +49-3641-943113, Fax: +49-3641-943112, E-mail: michael.moeller[at]wiwi.uni-jena.de 2 The motivation structure of electronic word-of-mouth: Effects of personality on the generation of online articulations Abstract Online services and applications extend influencing opportunities to traditional word-of-mouth advertising. Unlike traditional word-of-mouth, the online environment provides certain features, amongst others, anonymity in user-generated content. Further, the personality of online users affects their motivation to actively provide online articulations. This paper focuses on how personality specifically influences active behavior regarding internet use and the related differentiation between offline and online multipliers. The results show that persons with a weak personality are more active as multipliers, due to a lack of social recognition. On the basis of these results, the practical implications, particularly regarding opinion leaders’

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