Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?

  title={Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?},
  author={Thorsten Hennig-Thurau and Kevin P. Gwinner and Gianfranco Walsh and Dwayne D. Gremler},
  journal={Journal of Interactive Marketing},
  pages={38 - 52}
Through Web-based consumer opinion platforms (e.g., epinions.com), the Internet enables customers to share their opinions on, and experiences with, goods and services with a multitude of other consumers; that is, to engage in electronic word-of-mouth (eWOM) communication. Drawing on findings from research on virtual communities and traditional word-of-mouth literature, a typology for motives of consumer online articulation is developed. Using an online sample of some 2,000 consumers… 

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