TY  - JOUR
AB  - Purpose– The aim of this paper was to investigate word-of-mouth communication behavior and other interactions between bloggers writing book testimonials and their community of readers in order to develop a method and strategy for enhancing word-of-mouth communication about books. Design/methodology/approach– This study conducted a netnographic investigation to explore word-of-mouth communication and interactions about new books between bloggers and their community of readers. Netnography is a qualitative approach for exploring the information exchange among online community members. Findings– It was found that personality traits, testimonials, and the responses of community readers to bloggers affected word-of-mouth related to books. Exposure to testimonials with commercial characteristics will not necessarily hinder the word-of-mouth about books. Practical implications– These results may provide a reference for publishers or related businesses that sell books or products via blogs during the planning of their marketing strategies. Originality/value– Businesses value the effects of online communities on marketing communication. This study provides insights into the communication between bloggers and their community of readers by demonstrating how word-of-mouth affects the promotion of books. This could facilitate the selection of relevant recommendations by management.
VL  - 32
IS  - 1
SN  - 0264-0473
DO  - 10.1108/EL-05-2012-0053
UR  - https://doi.org/10.1108/EL-05-2012-0053
AU  - Kuei Huang Yun
AU  - I. Yang Wen
PY  - 2014
Y1  - 2014/01/01
TI  - Using networked narratives to understand internet book reviews in online communities
T2  - The Electronic Library
PB  - Emerald Group Publishing Limited
SP  - 17
EP  - 30
Y2  - 2024/04/25
ER  -