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- W2078328064 endingPage "292" @default.
- W2078328064 startingPage "273" @default.
- W2078328064 abstract "As a consequence of greater computer-mediated consumer-to-consumer communication within the firm's marketing communications, there has been a growing need to understand these digital interactions more explicitly. That is, we still know little about the exact extrinsic and intrinsic motivations that drive electronic word-of-mouth. The purpose of the paper is to better understand why members within community-based websites develop a need to exchange and/or develop a social bond within the community. Questionnaire data were gathered from 147 members of an online beauty forum in Australia. The findings highlight that those members seeking problem-solving support in combination with elements of relaxation will be more inclined to exchange with other community members and develop a social bond within that community. Marketing managers can capitalise these findings by strengthening problem-solving support systems and creating environments where community members can also relax and unwind to increase the exchange between members and also increase the social bonds within the community." @default.
- W2078328064 created "2016-06-24" @default.
- W2078328064 creator A5021145407 @default.
- W2078328064 creator A5064119322 @default.
- W2078328064 creator A5075116120 @default.
- W2078328064 date "2014-12-01" @default.
- W2078328064 modified "2023-09-25" @default.
- W2078328064 title "An investigation of problem-solving support and relaxation motivations on e-WOM" @default.
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- W2078328064 doi "https://doi.org/10.1080/13527266.2014.984317" @default.