1. Outline • Introduction • Seeker and Giver • Findings and Results • Relevance of the Study • Related Articles • Conclusion Group 9: Chen, Lo, Ou, Sinco, Sy

2. Introduction • Ethno-methodological Analysis (Qualitative Research) • Rhetorical Methods • WOM Conversation Benefits: • As assembled achievements emerging from the collaborative work of participants

3. Seeker and Giver Definitions Seeker Giver • The individual who, when contemplating purchase, seeks out information from different acquaintances • WOM source • Information provider

4. Example Baby Center

5. Facebook Similar to an Online Forum

7. 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

8. 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)

9. 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…

10. Findings and Results 4 Components of WOM Advice Rhetoric: • Advice Focus • Self/Recipient’s experience • Advice Schemes • Argumentation Theory • Reputation effect Quiet, totally portable…

11. 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

12. 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

13. 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

14. Conclusion • 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

15. What do you think?

16. Case 1 Yahoo Answers

17. Case 2 Yahoo Answers

18. Case 3 Yahoo Answers

19. Thank you for listening!