“Word-of-Mouse” in China: In-Depth Interviews

The aim of the study is to investigate why information about products, brands or organisations is generated among consumers online and what influences the initiation of online word-of-mouth from the sender’s perspective. An exploratory study was conducted involving 18 semi-structured interviews with Chinese consumers either face-to-face or online. The findings presented factors that influence consumers’ engagement of online word-of-mouth communication and revealed the impact of personal cultural orientation on this communication.