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Title: An exploratory content analysis of a Saudi women's beauty products' discussion forum
Authors: Al-Haidari, N
Coughlan, J
Keywords: Electronic-Word-Of-Mouth;Online Community;Decision-Making;Saudi Arabia
Issue Date: 2015
Publisher: The Korean Society of Management Information Systems
Citation: Asia Pacific Journal of Information Systems, 25(4): pp.805-822, (2015)
Abstract: Online communities are an important source of electronic word-of-mouth (e-WOM). However, few studies have examined the use of such messages within the Middle Eastern context. This study focuses on Saudi women as members of an online beauty forum. Previous work suggested a mediating effect of gender, with women being more likely to trust word-of-mouth and follow it up with a purchase. A conceptual model with a theoretical underpinning from existing contributions in literature provides the basis of a coding framework for the message characteristics that influence members’ e-WOM adoption. A total of 310 threads and 2200 messages coded into 5725 units were content analyzed to demonstrate cases e-WOM was adopted and indicate further continuance intention with members returning to the forum. A new category of ‘community bonding’ was created from the content analysis given the prevalence of emotional aspects in messages. Emotion expressed in messages, often expressed in religious terms, is as influential and important as the cognitive aspects of community bonding.
URI: 25 no. 4&sKey=&sVal=
ISSN: 2288-5404
Appears in Collections:Dept of Computer Science Research Papers

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