Dissemination motives and effects of internet book reviews

Abstract

PurposeThe purpose of this paper is to gain a better understanding of the motives of consumers in the dissemination of book reviews on the internet. It aims to present an exploratory investigation followed by an empirical study that seeks to analyze the effects of such motives on the communication behavior of consumers.Design/methodology/approachA study was conducted of both traditional and online focus groups to investigate from a broad perspective why consumers disseminate internet book reviews. A survey was also carried out of the disseminators of internet book reviews which aimed to assess the influence and importance of the motives on dissemination behavior.FindingsThe pluralistic approach to research methods adopted in this study reveals that a desire for sharing, venting negative feelings, and social interaction, as well as product involvement are the main motives why consumers disseminate internet book reviews. At the same time, except for venting negative feelings, all the motives generate positive influences on dissemination behaviors.Practical implicationsThe findings can serve as a reference in the management and marketing strategies of book reviews for internet platform owners (e.g. internet bookstores or other shops) that provide book reviews. It is also envisioned that internet book reviews can recommend good books or promote the borrowing of books from libraries, and it is hoped that this study will serve as a reference for such promotion.Originality/valueThe broad applications of electronic word‐of‐mouth (eWOM) and their relevant benefits have been generally recognized by individuals and companies. This paper explores the motives and effects of word‐of‐mouth associated with book reviews online and makes relevant recommendations for management.