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Outline. Introduction Seeker and Giver Findings and Results Relevance of the Study Related Articles Conclusion. Group 9: Chen, Lo, Ou , Sinco, Sy. Introduction . Ethno-methodological Analysis (Qualitative Research) Rhetorical Methods. WOM Conversation Benefits:

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Presentation Transcript
  • Introduction
  • Seeker and Giver
  • Findings and Results
  • Relevance of the Study
  • Related Articles
  • Conclusion

Group 9: Chen, Lo, Ou, Sinco, Sy

  • Ethno-methodological Analysis (Qualitative Research)
  • Rhetorical Methods
  • WOM Conversation Benefits:
    • As assembled achievements emerging from the collaborative work of participants
seeker and giver definitions
Seeker and Giver Definitions



  • The individual who, when contemplating purchase, seeks out information from different acquaintances
  • WOM source
  • Information provider

Baby Center


Findings and Results 5 Components in Online WOM Initiations:

  • Seeker’s Legitimacy
  • Self-categorization theory
    • Personal identity: “This is my first time”
    • Social Identity: “I am a first time mom”
  • Issues sanctioned by the forum
  • Providing compelling descriptions of problems and
  • Showcasing topics in the thread title
  • Topic Legitimacy

Findings and Results 5 Components in Online WOM Initiations:

  • Request Formulation:
  • Full Diagnosis, Problem-only, Solution-only
  • Targeted Solicitation
    • Responders’ past experiences
    • Responders’ profiles and category membership
  • Solicitation of Responders
  • Requested Response Framing
  • Paradigmatic mode: (e.g., pro/cons, quantities, cost)
  • Narrative mode: (e.g., human intentions, actions)
findings and results 4 components of wom advice rhetoric
Findings and Results 4 Components of WOM Advice Rhetoric:
  • Foundation of Authority
  • Advice Framing
  • The reason are as follows…

I make sense, okay?

  • Both of my nephews had them, so…

I belong to…

findings and results 4 components of wom advice rhetoric1
Findings and Results 4 Components of WOM Advice Rhetoric:
  • Advice Focus
    • Self/Recipient’s experience
  • Advice Schemes
    • Argumentation Theory
    • Reputation effect

Quiet, totally portable…

relevance of the study
Relevance of the Study
  • WOM conversations = assembled achievements
  • Online WOM - a social act that serves an innately social and communal function
  • Classification of the rhetorical methods used in the construction of WOM talk
  • Increase in viral marketing opportunities.
    • Effective tailoring of consumer responses
related articles
Related Articles

“Word of Mouth Communicated Within Online Communities: Conceptualizing the Online Social Network”

  • Researchers investigated online WOM through qualitative interviews followed by a social network analysis of a single community
  • Results: Individuals behave as if websites are primary “actors” and that communities can act as a social proxy for individual identification
  • Support: Self-categorization theory wherein seekers can easily identify themselves as part of a society through online communities
related articles1
Related Articles

“Uncovering Rhetorical Methods of Word-of-Mouth Talk in an Online Community”

  • Traditional: Information is exchanged in private conversations → treat WOM rhetoric as a black box, relying instead on consumer recall or inferences from aggregated data.
  • Nowadays: Online communities make it possible to unobtrusively observe consumers-to-consumers conversations
  • An Analysis of Word of Mouth Rhetorical Methods in the online Social Media Talk
  • Seeker: WOM seekers organize their messages through the use of online forum or platform
  • Giver: WOM givers have access to a repertoire of advice giving components with corresponding rhetorical methods
case 1
Case 1

Yahoo Answers

case 2
Case 2

Yahoo Answers

case 3
Case 3

Yahoo Answers