The Wisdom of the Crowds: Creating Value with Blogs and eWoM

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Author(s): Zhang Wei (Nanyang Technological University, Singapore)and Yang Ke (Nanyang Technological University, Singapore)
Copyright: 2012
Pages: 8
Source title: Understanding the Interactive Digital Media Marketplace: Frameworks, Platforms, Communities and Issues
Source Author(s)/Editor(s): Ravi S. Sharma (Nanyang Technological University, Singapore), Margaret Tan (Nanyang Technological University, Singapore)and Francis Pereira (University of Southern California, USA)
DOI: 10.4018/978-1-61350-147-4.ch026

Keywords: Information Science Reference / Interactive Technologies / Media & Communications / Multimedia Technology

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Abstract

What happens when a classic tool meets the Internet? This is the question that word of mouth (WOM) marketing faces. Word of mouth marketing as the oldest marketing method was completed by oral communication. But since entering the Internet era, and especially with the advent of Web 2.0, the way people share information is more dependent on hands rather than mouth – that is, through the keyboard, mouse, and smart phones – to affect others easily. This chapter will discuss the blogs and eWoM from the business, technical, social, and political aspects to reveal how eWoM thrives in the age of the Internet.

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