BRUNEL BUSINESS SCHOOL

COVERSHEET FOR ONLINE COURSEWORK SUBMISSIONS

Module Code MG3123

Module Title Issues and Controversies in

Marketing Project

Module leader Dr Geraldine Cohen

Student ID number

I understand that the School does not tolerate plagiarism. Plagiarism

is the knowing or reckless presentation of another person’s
thoughts, writings, inventions, as one’s own. It includes the
incorporation of another person’s work from published or
unpublished sources, without indicating that the material is derived
from those sources. It includes the use of material obtained from the
internet. (Senate Regulations 6.46)

I confirm that I adhere to the School’s Policy on plagiarism.

Student ID: 1
 MG3123: Issues and Controversies in Marketing
Project

Investigating the Influence and Consideration of

Electronic Word Of Mouth Shared through Social
Networking Websites and Video Sharing
Websites on Consumer Decision Making and
Purchase Intentions

Student Name:
Student ID:
Department: Brunel Business School
Course: Business and Management (Marketing)
Project Supervisor: Dr Farouk Missi
Word Count: 8,789
Submission Date: 7th March 2013

Student ID: 2
 ABSTRACT

The growing acceptance and use of the internet, in particular social networking
and video sharing websites has offered word-of-mouth a new and highly
influential platform for communication. Many consumers are increasingly turning
to these websites to express opinions about products and brands with individuals,
through electronic word-of-mouth (eWOM). eWOM for beauty products in
particular is a frequent occurrence on these websites.

This research aimed to explore the factors which lead individuals to uptake
eWOM information from social networking and video sharing websites in their
decision making. The focus of this research is on eWOM from social networking
and video sharing websites for beauty products.

Existing literature and theories on eWOM are examined, drawing on the eWOM
and decision making processes. Existing research presented numerous eWOM
credibility factors, which formed the basis for primary research exploration of
factors influencing eWOM consideration.

Primary qualitative research was undertaken by means of two focus groups, each
with six participants, exploring how eWOM on these websites influenced decision
making. Content analysis was applied to the data collected, identifying themes of
influence on eWOM information consideration.

Analysis of the findings showed support for aspects of argument and source
credibility as influencers on the consideration of eWOM from these websites for

Student ID: 3
decisions. New themes and circumstances identified included social-tie influence
and risk aversion.

Recommendations and managerial implications for businesses and marketers are

to build presence on these websites and initiate buzz campaigns through
influential individuals who share eWOM, which is likely to be considered in
decision making.

ACKNOWLEDGEMENTS

I would like to say thank you to my final year project supervisor, Dr Farouk Missi
for his continued support, valuable feedback and guidance throughout each stage
of this process. I am most grateful for the time he has dedicated towards helping
me develop my work.

I would like to say thank you to my parents for their overwhelming kindness and
support over the years.

Thank you to my friends for always being ready to offer a helping hand. I am very
lucky to have met such kind-hearted and inspirational people.

I would like say a special thanks, to my sister for always believing in me and for
offering her words of encouragement, every step of the way.

And finally, a big thank you to each and every participant who gave up their time
and went out of their way to help me with this research.

Thank You All.

Student ID: 4
 CONTENTS

ABSTRACT............................................................................................................3
ACKNOWLEDGEMENTS..................................................................................4
CONTENTS............................................................................................................5
LIST OF FIGURES...............................................................................................9

CHAPTER 1: INTRODUCTION.......................................................................10
1.1 BACKGROUND AND RESEARCH AREA..............................................10
1.1.1 Electronic Word-Of-Mouth..................................................................10
1.1.2 eWOM for Beauty and Personal Care Products...................................10
Figure 1: Social Networking Website eWOM-Statistics and Usage.................11
Figure 2: eWOM Communicators for Beauty Products on YouTube...............12
1.2 PROJECT RATIONALE.............................................................................12
1.2.1 Increased Marketing Noise, Growing Consumer Scepticism and
Increasing Consumer Connectedness............................................................12
1.2.2 The Gap in Literature and An Emerging Topic in Academia...............13
1.3 RESEARCH AIMS AND OBJECTIVES...................................................13
1.3.1 Research Aim........................................................................................14
1.3.2 Research Objectives:.............................................................................14
1.4 CHAPTER SYNOPSIS...............................................................................15

CHAPTER 2: LITERATURE REVIEW...........................................................16

2.1 CHAPTER INTRODUCTION....................................................................16
2.2 NATURE OF WORD-OF-MOUTH............................................................16

Student ID: 5
 2.3 WORD-OF-MOUTH IMPORTANCE........................................................16
2.4 HOW WORD-OF-MOUTH WORKS.........................................................17
Figure 3: Haywood’s (1989) Two-Step Flow Hypothesis.................................18
Figure 4: Kozinet et al’s (2010) Model of The Evolution of WOM Theory.....19
2.5 THE EMERGENCE OF ELECTRONIC WORD-OF-MOUTH.................19
2.5.1 The Internet as a Platform for Word-of-Mouth....................................19
2.5.2 Electronic Word-of-Mouth...................................................................20
2.6 THE CONSUMER DECISION MAKING AND PURCHASE
PROCESSES.....................................................................................................21
Figure 5: Peter and Olsen’s (2010) Consumer Decision Making Process Model
............................................................................................................................21
Figure 6: The AIDA Consumer Purchase Process Model.................................22
2.7 CONSUMER INFORMATION ADOPTION OF ELECTRONIC WORD-
OF-MOUTH......................................................................................................22
Figure 7: Sussman and Siegal’s (2003) Model of Determinants of Information
Adoption in an Online Context..........................................................................23
2.8 ARGUMENT CREDIBILITY INFLUENCE ON eWOM ACCEPTANCE
............................................................................................................................23
2.8.1 Information Relevance..........................................................................23
2.8.2 Information Accuracy...........................................................................24
2.8.3 Timeliness and Comprehensiveness of Information.............................24
2.9 SOURCE CREDIBILITY INFLUENCE ON eWOM ACCEPTANCE.....25
2.9.1 Trustworthiness of the Source..............................................................25
2.9.2 Source Expertise...................................................................................25
2.10 SOCIAL RELATIONSHIP AS AN INFLUENCE ON eWOM
CONSIDERATION...........................................................................................26
2.11 CHAPTER SUMMARY............................................................................26

CHAPTER 3: METHODOLOGY......................................................................27
3.1 CHAPTER INTRODUCTION....................................................................27
Figure 8: Saunders, Lewis and Thornhill’s (2009) Research Onion.................27
3.2 RESEARCH PHILOSOPHY.......................................................................27
3.3 RESEARCH APPROACH, STRATEGY AND TIME HORIZON............28
3.4 SECONDARY RESEARCH.......................................................................29
3.5 PRIMARY RESEARCH.............................................................................29
3.6 QUALITATIVE RESEARCH.....................................................................30
3.7 FOCUS GROUP JUSTIFICATION............................................................30
3.8 ALTERNATIVE METHODS.....................................................................30
3.9 FOCUS GROUP DESIGN..........................................................................31

Student ID: 6
 3.10 FOCUS GROUP SAMPLE.......................................................................32
3.11 DATA ANALYSIS....................................................................................32
3.12 RELIABILITY AND VALIDITY.............................................................33
3.13 RESEARCH LIMITATIONS....................................................................33
3.14 ETHICAL CONSIDERATIONS...............................................................34
3.15 CHAPTER SUMMARY............................................................................34

CHAPTER 4: RESEARCH FINDINGS, ANALYSIS AND DISCUSSION. .35

4.1 CHAPTER INTRODUCTION....................................................................35
4.2 ATTITUDES TO eWOM ON SOCIAL NETWORKING AND VIDEO
SHARING WEBSITES.....................................................................................35
Figure 9: Transcript Section 1............................................................................36
4.3 INFLUENCE OF EWOM ON PURCHASE INTENTIONS AND
DECISIONS.......................................................................................................36
Figure 10: Transcript Section 2..........................................................................37
4.4 FACTORS INFLUENCING eWOM UPTAKE IN THE DECISION
MAKING PROCESS.........................................................................................37
4.4.1 Information Relevance..........................................................................37
Figure 11: Transcript Section 3..........................................................................38
4.4.2 Information Accuracy...........................................................................38
Figure 12: Transcript Section 4..........................................................................39
4.4.3 Timeliness and Comprehensiveness of Information.............................39
4.4.4 Source Expertise and Impartiality.........................................................39
Figure 13: Transcript Section 5..........................................................................40
4.4.5 Visual Evidence and Message Consistency..........................................40
Figure 14: Transcript Section 6..........................................................................41
Figure 15: Transcript Section 7..........................................................................42
4.5 SOCIAL RELATIONSHIP INFLUENCE ON eWOM..............................42
Figure 16: Transcript Section 8..........................................................................43
Figure 17: Transcript Section 9..........................................................................43
4.6 CIRCUMSTANCES OF eWOM INFLUENCE..........................................43
Figure 18: Transcript Section 10........................................................................44
Figure 19: Transcript Section 11........................................................................45
4.7 CHAPTER SUMMARY..............................................................................45

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS......................46

5.1 CHAPTER INTRODUCTION....................................................................46
5.2 CONCLUSION............................................................................................46

Student ID: 7
 5.3 RECOMMENDATIONS.............................................................................47
5.3.1 Recommendations for Businesses and Marketers.................................47
5.3.2 Theoretical Implications, Limitations and Further Research................48

REFERENCES.....................................................................................................49

APPENDICES......................................................................................................53
APPENDIX 1: FOCUS GROUP PLAN AND AGENDA................................53
APPENDIX 2: CATEGORIES USED FOR QUALITATIVE DATA
ANALYSIS AND THEMES IDENTIFIED......................................................57
APPENDIX 3: ETHICS FORM........................................................................59
APPENDIX 4: PARTICIPANT INFORMATION SHEET..............................63
APPENDIX 5: FOCUS GROUPS 1 AND 2 TRANSCRIPT............................64

Student ID: 8
 LIST OF FIGURES
FIGURE TITLE PAGE

1 Social Networking Website eWOM-Statistics and Usage 11

2 eWOM Communicators for Beauty Products on YouTube 12

3 Haywood’s (1989) Two-Step Flow Hypothesis 18

4 Kozinet et al’s (2010) Model of The Evolution of WOM 19

Theory
5 Peter and Olsen’s (2010) Consumer Decision Making 21
Process Model
6 The AIDA Consumer Purchase Process Model 22

7 Sussman and Siegal’s (2003) Model of Determinants of 23

Information Adoption in an Online Context
8 Saunders, Lewis and Thornhill’s (2009) Research Onion 27

9 Figure 9: Transcript Section 1 36

10 Figure 10: Transcript Section 2 37

11 Figure 11: Transcript Section 3 38

12 Figure 12: Transcript Section 4 39

13 Figure 13: Transcript Section 5 40

14 Figure 14: Transcript Section 6 41

15 Figure 15: Transcript Section 7 42

16 Figure 16: Transcript Section 8 43

Student ID: 9
 17 Figure 17: Transcript Section 9 43

18 Figure 18: Transcript Section 10 44

19 Figure 19: Transcript Section 11 45

CHAPTER 1: INTRODUCTION

1.1 BACKGROUND AND RESEARCH AREA

1.1.1 Electronic Word-Of-Mouth

Word-Of-Mouth (WOM) is an area of marketing communications, which has

been a topic for scholarly research for many years and is defined as the ‘verbal
consumer-to-consumer communication’ regarding products, brands and services
(East et al., 2008). Previous research by Schindler and Bickart’s (2005), has
beheld WOM as an imperative factor in consumer behaviour and decision making.

In recent years the development of the internet has resulted in a fundamental

change in the structure of WOM resulting in new forms of WOM communication,
developing the term electronic word of mouth (eWOM). Increasing numbers of
consumers are now relying on eWOM (Mitchell & Khazanchi, 2010) on web-
based services such as social networking and video sharing websites and blogs, to
publish and access thoughts and opinions on products and services (Schindler &
Bickart, 2005). According to ONS (2011) 81% of adults in the UK use the internet
on a regular basis with 68% of adults in Europe using the internet on a weekly
basis. Internet use is strongest amongst the 16-24 age group, with 9 in every 10 in
this category using the internet frequently. Amongst the primary uses of the
internet, engagement in social networking and information searching on products
and services are the highest uses (Seybert, 2011).

1.1.2 eWOM for Beauty and Personal Care Products

Student ID: 10
eWOM is evidencing to be a prevalent means for consumers to find information
online quickly and easily from individuals they are socially acquainted with or
prior consumers (Steffes & Burgee, 2009). One industry where eWOM is
influential is in the consideration for beauty and personal care products. This
research will focus on eWOM for beauty and personal care products as eWOM
for this category is evidencing to be of interest to consumers (Mintel, 2012).
Figure 1 shows a statistical representation of the ways in which social networks
have been used to discuss beauty brands. Figure 2 shows a representation of
eWOM for beauty products shared on the video sharing website YouTube. Almost
6 in 10 adults are likely to express how they feel about beauty brands online
(Mintel, 2012). Despite evidence demonstrating eWOM to be of great relevance
to businesses and brands, there is a need for further research to develop a better
understanding of this area of marketing communications (Rosen, 2000).

Student ID: 11
 Figure 1: Social Networking Website eWOM-Statistics and Usage

Source: Mintel, 2012

Figure 2: eWOM Communicators for Beauty Products on YouTube

Source: [Link], 2013

1.2 PROJECT RATIONALE

1.2.1 Increased Marketing Noise, Growing Consumer Scepticism and

Increasing Consumer Connectedness

In recent years, there has been concern surrounding the effectiveness of mass
media forms of communication in attracting consumers today (Cozens, 2002).
This issue has partially been raised as a result of consumers blocking out the
‘marketing noise’ i.e. commercial messages consumers are exposed to; an
estimated fifteen hundred on a daily basis. As a response to this, consumers are

Student ID: 12
filtering out this ‘marketing noise’ and turning to sources they trust for
information whether that is friends, family, consumers or the internet, giving
credibility to WOM (Rosen, 2000). A growing culture of consumer scepticism is
also rife as invasive marketing and sales personnel provide misleading
information in a bid to benefit and interest potential customers (Obermiller, et al.,
2005). Collective social engagement between consumers on the internet is also
increasing eWOM importance and is another reason for eWOM research (Steffes
& Burgee, 2009; Chen and Jinhong, 2008).

1.2.2 The Gap in Literature and An Emerging Topic in Academia

There is numerous existing literature on WOM and its influence on consumer

behaviour and brand choice (East, Hammond, & Lomax, 2008, Anderson, 1998).
However, little research has focused on eWOM and its influence on consumer
behaviour. eWOM is considered a current area of academic study (Carl, 2006), as
the emergence of web 3.0, social networking websites and video sharing websites
(Chaffey & Ellis-Chadwick, 2012), restructure WOM dissemination requiring for
it to be researched in these contexts (Nyilasy, 2006).

It is also argued that modern marketing focuses heavily on influencing customers

individually ignoring the social process involved in making purchase decisions.
There is a greater need to focus on the exchanges of information amongst the
people close to the customer and how it affects their decisions (Steffes & Burgee,
2009; Nyilasy, 2006). Although, there has been some literature which has looked
at WOM in the context of social networks, this has been in traditional settings, not
exclusively on social networking websites (Carl, 2006).

1.3 RESEARCH AIMS AND OBJECTIVES

The previous sections of this proposal have led to the development of the
proposed aim and objectives below. This research will intend to add to existing
literature and understanding on eWOM. By identifying the reasons for the
consideration of eWOM for beauty products, findings can provide suggestions for
ways in which businesses can engage with consumers using eWOM on social

Student ID: 13
networking and video sharing websites, and facilitate the generation of effective
eWOM on these websites, which could be considered in an individual’s decision
making process.

1.3.1 Research Aim

The aim of this research is to explore the factors which lead individuals to uptake
eWOM information from social networking and video sharing websites in their
decision making.

1.3.2 Research Objectives:

This research has four objectives which are presented below. Each of the research
objectives shown will be researched in the context of eWOM on social
networking and video sharing websites.

1. To identify the factors which encourage and/or discourage the consideration of

eWOM in an individual’s decision making process.

2. To identify the situational circumstances under which eWOM becomes

influential to an individual in their decision making process.

3. To assess the role of social relationship strength on an individual’s acceptance

of eWOM in their decision making.

4. To examine the influence of eWOM on an individual’s purchase intentions

and purchase decisions.

Student ID: 14
1.4 CHAPTER SYNOPSIS

Student ID: 15
 CHAPTER 2: LITERATURE REVIEW

2.1 CHAPTER INTRODUCTION

This chapter aims to provide an examination of important, relevant and existing

research on Word-of-Mouth (WOM) and Electronic Word-of-Mouth (eWOM).
The chapter will review relevant and related literature, including literature on the
eWOM process, social networking and video sharing websites and consumer
decision making.

2.2 NATURE OF WORD-OF-MOUTH

Word-of-Mouth (WOM) is defined as the “Oral, person-to-person

communication between a receiver and a communicator whom the receiver
perceives as non-commercial, concerning a brand, a product or a service”
(Arndt, 1967 cited in Nyilasy, p.164, 2006). WOM is essentially an interpersonal
form of communication (Rosen, 2000) involving the exchange of information
concerning predominantly products and innovations (Richins, 1983). The extent
to which WOM can be seen as solely non-commercial in accordance with the
definition above is now debateable as Word-of-Mouth Marketing (WOMM) uses
WOM to successfully influence consumers (Kozinets, et al., 2010). WOM has
been proposed to exist in two forms, positive and negative, with consumers
advocating or advising against a product or service and is the accepted view taken
with the majority of research on WOM (East, Hammond and Lomax, 2008).

2.3 WORD-OF-MOUTH IMPORTANCE

WOM has been described as a “powerful” form of communication (Rosen, 2000;

Sweeney, Soutar and Mazzarol, 2012) with suggestions that it is more effective

Student ID: 16
than traditional marketing communications and personal selling on influencing
consumer’s decisions (East,Wright and Vanhuele, 2008; Dichter, 1966; Trusov,
Bucklin and Pauwels, 2009) although this has been disputed with findings
showing traditional methods to be just as effective (Van Den Bulte & Lilien,
2001; Fenga and Papatla, 2011). WOM has been found to be an important factor
not only in consumer decision making but also for consumer’s information
searching and innovation diffusion. WOM is thus regarded as crucial to
businesses for making strategic decisions, offering competitive advantage,
achieving objectives and lowering costs although the extent to which WOM is
used to manage these factors is dependent upon the business (Haywood, 1989).

2.4 HOW WORD-OF-MOUTH WORKS

The process of WOM itself is thought to involve two main steps. Figure 3 shows
the two-step flow hypothesis model depicting how WOM occurs. The two step
flow hypothesis proposes that the first stage involved in WOM is the transmission
of information from a source, usually the organisation with a marketing campaign,
to consumers. Certain individuals exposed to the information then trial and
evaluate what has been provided from the source and become opinion leaders and
depending upon their evaluation complete the second stage of WOM going on to
influence other consumers (Haywood, 1989). The model highlights the two
different facets of WOM, ‘input’ receiver WOM where there is a party receiving
information and ‘output’ communicator WOM where there is a party giving the
information (East, Wright and Vanhuele, 2008). Criticisms of this model however
are that it doesn’t take account of other stakeholder groups, how WOM fits in to
the context of business and ignores the social involvement of consumers in the
process (Rosen, 2000; Haywood, 1989). It is furthermore an outdated explanation
of the WOM process, as the increased adoption of the internet and greater
consumer connectedness have encouraged WOM to occur within and across
networks as opposed to being a unilateral process suggested by the two step
hypothesis (Kozinets et al., 2010). The network coproduction model outlined in
figure 4 can be seen as an updated reflection of how WOM occurs presently in
comparison to how it has in the past (Kozinets, et al., 2010).

Student ID: 17
 Figure 3: Haywood’s (1989) Two-Step Flow Hypothesis

Student ID: 18
 Figure 4: Kozinet
et al’s (2010) Model of
The
Evolution of WOM
Theory

2.5 THE

EMERGENCE OF ELECTRONIC WORD-OF-MOUTH

2.5.1 The Internet as a Platform for Word-of-Mouth

Advances in web technology and the development of web 2.0 have led to
increasing use of the internet in particular the use of social networking and video
sharing websites (Chaffey & Ellis-Chadwick, 2012; Ozuem, Howell and
Lancaster, 2008). A social networking website is defined as “A site that facilitates
peer-to-peer communication within a group or between individuals through
providing facilities to develop user-generated content and to exchange messages

Student ID: 19
and comments between different users” (Chaffey & Ellis-Chadwick, 2012,p.29).
A video sharing website is described as a site which allows users to share content
of interest to others in video format with the option to share these videos on social
networking websites (Chaffey & Ellis-Chadwick, 2012; Scott, 2010).

In recent years the acceptance of social networking websites such as Facebook

and twitter has strengthened with 56% of all internet users in Europe participating
in social networking with forecasts expecting this figure to increase for the
foreseeable future (Seybert, 2011; ONS, 2011). Video sharing websites such as
YouTube and Google-video are other internet services which consumers are
increasingly considering for information and these too, are growing in popularity
(Mintel, 2009). Combining WOM and the internet has resulted in the emergence
of electronic word-of-mouth (eWOM) (Brown, Broderick and Lee, 2007).

2.5.2 Electronic Word-of-Mouth

eWOM is defined by Hennig-Thurau et al., (2004, p.39) as “any positive or

negative statement made by potential, actual or former customers about a product
or company which is made available to a multitude of people and institutions via
the internet”. Using the internet consumers can obtain opinions, comments and
learn of others experiences of products (Hennig-Thurau, et al., 2004). It has been
said that eWOM generates greater empathy, credibility and relevance than
information generated by an organisation (Bickart & Schindler, 2001) although
there is still an issue of trust with using the internet in making purchase decisions
(Gao, 2005).

There have been many studies which have identified the factors which motivate
consumers to articulate themselves using eWOM, finding social benefits, concern
for other consumers, advice seeking, venting negative feelings and positive self-
enhancement to be the main motives (Hennig-Thurau, et al., 2004). There is
however little understanding and research on receiver eWOM and how it affects
consumers ( Datta, et al., 2005).

Student ID: 20
2.6 THE CONSUMER DECISION MAKING AND PURCHASE
PROCESSES

WOM has been found to be of great significance to consumer decision making

with the main reason for adoption being problem solving in making decisions.
eWOM has the potential to influence every stage of the decision making process
(Schindler & Bickart, 2005; Richins, 1983). Figure 5 highlights the stages
involved in the consumer decision making process as a means of problem solving.

Problem Recognition

Search for alternative solutions

Evaluation of alternatives

Purchase

Postpurchase use and re-evaluation of chosen

alternative

Figure 5: Peter and Olsen’s (2010) Consumer Decision Making Process

Model

It has been found that WOM has a strong influence on consumers’ product and
service perceptions and thus can lead to changes in judgements, values ratings and
the likelihood of purchase (Fitzgerald-Bone, 1995). It can moreover change
consumer’s attitudes and behaviour although the impact of eWOM on behaviour
is dependent on individual differences (Datta, et al., 2005). Research by De Bruyn
and Lillien (2008) has furthermore shown that eWOM can influence each of the

Student ID: 21
cognitive stages which lead up to a purchase as shown in the AIDA model in
figure 6 (Peter and Olsen, 2010). WOM shared from one consumer to another can
create attention and awareness of a product and in turn lead to a purchase
(Schindler and Bickart, 2005; De Bruyn and Lillien, 2008)

Awareness/
Attention

Interest

Desire

Action

Figure 6: The AIDA Consumer Purchase Process Model

(Peter and Olsen, 2010)

2.7 CONSUMER INFORMATION ADOPTION OF ELECTRONIC WORD-

OF-MOUTH

For consumers to consider eWOM they need to be persuaded to adopt the

information they are receiving from the eWOM message for it to have an impact
on their beliefs and attitudes about a product and thus influence their purchase
decision (Peter & Olson, 2010). An investigation of the factors which lead to the
adoption of information shared via eWOM in social networks and video sharing
websites are important to understanding its impact (Cheung, Lee and Rabjohn,
2008 check back!!). The elaboration likelihood model (ELM) is one model which
explains how information passed in messages between consumers can become
persuasive and thus lead to a change in beliefs, attitudes and behaviour (Sussman
and Siegal, 2003). The ELM model proposes two routes to consumer persuasion

Student ID: 22
and message influence, through a central route or a peripheral route. The central
route of persuasion is said to involve a higher level of involvement from the
consumer regarding the message being shared, based on specific details given and
founded on the argument quality. The peripheral route to persuasion on the other
hand involves a lower level of involvement from the consumer and is concerned
with the source credibility as an indirect route of persuasion to uptake the message
(Peter & Olson, 2010). This process is depicted in Sussman and Siegal’s (2003)
model (shown in figure 7), which incorporates the ELM concept in a dual process
theoretical explanation of the two routes which can be taken by consumers upon
exposure to the eWOM message for it to have an influence on their purchase
intention and encourage eWOM usefulness as a source of information for
consideration (Cheung, Lee and Rabjohn, 2008).

Figure 7: Sussman and Siegal’s (2003) Model of Determinants of Information

Adoption in an Online Context

2.8 ARGUMENT CREDIBILITY INFLUENCE ON eWOM ACCEPTANCE

2.8.1 Information Relevance

Argument quality as depicted in figure 7 is a factor which results in information

usefulness and leads to the adoption of that information (Sussman & Siegal,
2003). This model however doesn’t show the aspects of argument quality which
encourage the usefulness of the information. One aspect of argument quality that
is found to be a factor of influence on the receiver’s adoption of WOM is the
relevance of the information and Cheng, Lee and Rabjohn (2008) infer that

Student ID: 23
information relevance is an important aspect of influence in a computer mediated
environment also. Madu and Madu (2002), moreover suggest that the internet
offers a wealth of information which consumers can consider in decision making
but it is only information which is relevant which will be considered, therefore
information relevance may also be of importance in the consideration of eWOM
found on social networking websites and video sharing websites, in decision
making.

2.8.2 Information Accuracy

Another aspect of argument quality, which is proposed to influence the

consideration of WOM in decision making is the accuracy of the information
provided (Sweeney, Soutar and Mazzarol, 2012). The perceived accuracy of the
information is important to determining the eWOM message usefulness to the
user and relates to the how correct the information is perceived to be (Cheung,
Lee and Rabjohn., 2008;Wixom & Todd, 2005). eWOM on the internet
including eWOM found on social networking websites and video sharing websites
is thought to be more accurate than traditional WOM (Cheung, Lee and
Rabjohn., 2008) and is one of the reasons why eWOM is growing in importance.
Thus, it can be said that the accuracy of the information is important also for these
websites.

2.8.3 Timeliness and Comprehensiveness of Information

Other aspects of argument quality, which also impact receiver WOM uptake in
decision making, are the timeliness and comprehensiveness of the information,
which are further suggested to apply to eWOM. These factors refer to the extent
to which the eWOM information is seen to be complete and up-to-date (Cheung,
Lee and Rabjohn, 2008). These factors may also be of relevance to the decision
to consider eWOM from social networking websites and video sharing websites in
decision making as these websites are often used for keeping up with relevant
trends in purchase choices and therefore the timeliness and comprehensiveness of
the information may be influential in eWOM consideration (Scott, 2010).

Student ID: 24
2.9 SOURCE CREDIBILITY INFLUENCE ON eWOM ACCEPTANCE

2.9.1 Trustworthiness of the Source

Source credibility, in particular source trustworthiness, is one factor of importance

to WOM consideration (Bansal and Voyer, 2000). In an online environment,
social networking websites (SNWs) can provide consumers with links to friends
and family members whose opinions they trust thus trustworthiness may be a
factor of influence in eWOM adoption online in SNWs and is also found to be
important in making purchase decisions (Steffes and Burgee, 2009; Cheung, et al.,
2008). On video sharing websites, consumers have little information about the
eWOM generator’s intentions and therefore trust may be an important factor in
this context for their consideration of eWOM in decision making (Hsieh,Hsieh
and Tang, 2012).

2.9.2 Source Expertise

Source Expertise is regarded as another aspect of source credibility which is

presented as influential to WOM consideration (Bansal and Voyer, 2000). Gilley
et al. (1998), propose that an individual’s characterisitics such as source expertise
carry interpersonal influence and therefore can result in WOM consideration for
decisions although the extent of influence when making a purchase is individual
dependent (De Bruyn and Lillien, 2008). It has been proposed that source
expertise may also be of relevance in an online context (De Bruyn and Lillien,
2008) e.g. in video sharing websites where eWOM from other expert consumers is
sought for when making purchase decisions (Hsieh, Hsieh and Tang, 2012). It has
moreover been suggested that although family and friends on social networking
websites may influence eWOM adoption based on tie strength, they lacked
expertise, thus source expertise may influence eWOM adoption from SNWs and
video sharing websites.

2.10 SOCIAL RELATIONSHIP AS AN INFLUENCE ON eWOM

CONSIDERATION

Student ID: 25
The strength of the social relationship between a receiver and a contributor of
WOM has been believed to be an important factor of influence on the amount of
value the receiver chooses to place on the WOM message in turn affecting the
receiver’s likelihood of adoption of the message in decision making (Brown and
Reingen, 1987). Some researchers have suggested that stronger social
relationships such as those between family members and close friends can have an
influence on the consideration of WOM in decision making (Brown and
Reingen, 1987) whilst others argue that weak social relationships are just as
credible such those between consumers who do not know each other well but
share mutual interests (Goldenberg, Libai and Muller, 2001; Steffes and
Burgee,2009).
A study by Steffes and Burgee (2009) suggests that social relationships may also
apply and be of relevance in an online context and thus affect eWOM adoption in
consumers decision making and purchase decisions however this was only tested
in the context of an online disscussion forum. Video sharing websites as well as
social networking websites are charaterised to enhance social relationships and the
sharing of eWOM (Scott, 2010) and thus it can be suggested that in these contexts
social relationships would have a significant influence and give greater power to
eWOM adoption in decision making.

2.11 CHAPTER SUMMARY

This chapter reviewed existing literature on WOM and eWOM, looking at the role
of WOM in decision making and reviewing the two-step flow hypothesis, the
process of WOM evolution and information adoption models as explanations of
how WOM takes place. Factors of WOM influence on the receiver’s decision
making process were also reviewed, which offer insight into the proposed
research.

Student ID: 26
 CHAPTER 3: METHODOLOGY

3.1 CHAPTER INTRODUCTION

This chapter discusses the research methodology deployed to meet the aim and
objectives of the research. The chapter also justifies the research philosophy,
strategy, data collection and analysis methods used and identifies the ethical
issues and research limitations.

The diagram shown in figure 8 will be used as the basis for discussion of the
research methodology and each aspect of the model will be reviewed in relation to
the research.

Figure 8: Saunders, Lewis and Thornhill’s (2009) Research Onion

3.2 RESEARCH PHILOSOPHY

Determining the research philosophy prior to conducting research is important as

it underpins the way in which meaning will be derived from the research
(Saunders, Lewis and Thornhill, 2009). The research philosophy which governs
this research is interpretivism. An interpretivist approach is one which takes the

Student ID: 27
notion of “conducting research among people rather than as objects” (Saunders,
Lewis and Thornhill, 2009, pg106) and therefore is of significance to the topic of
eWOM which can only be studied amongst people through socialization. The
interpretivist approach is furthermore concerned with understanding human
behaviour whereas a positivist approach ignores the social process in research
(Bryman and Bell, 2011) and therefore an interpretivist approach is relevant as
this study seeks to examine eWOM influence on behaviour.

3.3 RESEARCH APPROACH, STRATEGY AND TIME HORIZON

The research approach which will oversee this research is the inductive approach,
although the research will show tendencies of a deductive approach. An inductive
approach involves the collection of data which makes inferences on theory
(Bryman and Bell, 2011), as is the case for this research where the collection of
primary data aims to identify factors of influence on the consideration of eWOM.
The research is also however guided by existing theory on eWOM, a key stance
representative of a deductive approach. It is acknowledged that both inductive and
deductive tendencies can co-exist and thus both approaches are characteristic of
the research (Bryman and Bell, 2011).

The research strategy applied was the grounded theory strategy which is used in
research within which as stated by Goulding (2005, p296) “theory is grounded in
the words and actions of those individuals under study”. A grounded theory
strategy is relevant to this research as the primary qualitative research will aim to
identify factors of influence from respondent views thus the extraction of theory
from words.

The research method choice for the research was the mono-method where a single
data collection and analysis method is used (Saunders,Lewis and Thornhill, 2009).
For this research, a qualitative data collection and analysis method is adopted.

The time horizon deployed for the research is a cross-sectional examination. This
time horizon will study eWOM influence at a point in time and although
longitudinal research can study developments in an area of research, a cross-

Student ID: 28
sectional approach was chosen based on the time frame for the research
(Saunders,Lewis and Thornhill, 2009).

3.4 SECONDARY RESEARCH

Secondary research is an important data source in addition to primary research,

which was reviewed as part of the research process. Secondary research refers to
existing data collected by other researchers (Kolb, 2008). For the purposes of this
research, relevant secondary research has been included in the report. The data
was sought from sources including online journals, books and the internet to gain
an understanding of existing eWOM research. Secondary research provides the
benefits of being readily available with vast amounts of information and carries
fewer time and resources costs (Wilson, 2010). However, limitations to using
secondary research include unreliable and irrelevant data and information which is
unable to address the research aim (Kolb, 2008). To avoid considering unreliable
secondary data the ABS journal quality guide was used to gather secondary
research from well-rated journals. A limitation of the secondary research found
was that it was unable to provide specific information thus primary research was
conducted.

3.5 PRIMARY RESEARCH

Primary research involves the collection of data which is unique, specific and
relevant to the research context (Wilson, 2010). For this research, primary data
was collected as it provides data which is specific to the research which the
secondary research could not provide. With primary research however, it is
difficult to attain participants as well as ensure the collection of reliable data from
which conclusions can be drawn (Kolb, 2008). Despite these challenges, primary
research tailors to suit the needs of the research (Wilson, 2010) and thus was
conducted.

Student ID: 29
3.6 QUALITATIVE RESEARCH

Qualitative research was carried out as part of the primary research process.
Qualitative research was selected for primary data collection counter to
quantitative research as qualitative research is complimentary to an interpretivist
philosophy and provides a richer understanding of participant’s thoughts and
perceptions on a subject (Saunders, Lewis and Thornhill, 2009). This research
sought to understand the aspects of importance to consumers when receiving
eWOM thus qualitative research was considered appropriate. Although,
quantitative research has the advantage of being easier to analyze, qualitative
research can overcome the restrictions associated with quantitative research
techniques (Bryman & Bell, 2011).

3.7 FOCUS GROUP JUSTIFICATION

A focus group interview method was the chosen method for data collection. A
focus group encompasses a group of participants who discuss opinions on topics
set by the researcher (Zikmund, et al., 2013). For this research a group of
participants were selected to discuss their experiences with receiving eWOM. A
focus group method was selected as this method has previously been used in
research examining receiver perspectives of WOM and eWOM (Sweeney, Soutar
and Mazzarol, 2008). Focus groups have the advantage of allowing participants to
discuss important issues which may have been missed from secondary research
(Bryman and Bell, 2011). This is an influential reason for using focus groups for
this research as several other factors and circumstances may affect consumers
when considering eWOM in purchase decisions. Focus groups also encourage
participant interaction allowing the strength of issues to be seen and provide the
opportunity to probe on interesting and relevant responses (Saunders, Lewis and
Thornhill, 2009).

3.8 ALTERNATIVE METHODS

An alternative method which could have been used for data collection is the
structured interview method. This method in comparison, can offer increased

Student ID: 30
researcher control due to the one-to-one and standardized nature of questioning
verses focus groups with many participants which can make it difficult to obtain
information whilst maintaining control over proceedings (Bryman and Bell,
2011). Focus groups on the contrary overcome the restrictions associated with
standardized questions in structured interviews (Saunders, Lewis and Thornhill,
2009). Despite the limitations of focus groups, this method can engender an
environment where participants can counteract any assumptions made by the
researcher whereas with structured interviews participants may hesitate to express
their true thoughts hence the selection of this method above interviews (Bryman
and Bell, 2011).

A survey method could also have been an alternative method as this method can
obtain large amounts of accurate data in a short time frame (Wilson, 2010). Focus
groups in comparison to surveys can be difficult to replicate as accurately because
no focus group will be exactly the same and does not have predetermined answers
to choose from as is the option for surveys (Bryman and Bell, 2011). Although
focus groups may pose difficulties in replication they provide in-depth
understanding (Kolb, 2008) and thus focus groups were selected over a survey
method.

3.9 FOCUS GROUP DESIGN

For the focus group a semi-structured focus group design was selected. This is a
design in which a script of issues is discussed (see appendix 1) whilst also making
use of open ended questions (Saunders, Lewis and Thornhill, 2009). This can help
to reduce any moderator bias (Bryman and Bell, 2011) by not imposing set issues
which may not be factors effecting eWOM uptake. Factors such as information
relevance, source credibility and social ties identified in the secondary research
were themes set for discussion to address the objective of identifying whether
such factors influence participant uptake of eWOM in decision making for beauty
products. To investigate the situational circumstances which influence eWOM
adoption, open ended questions were included to allow for a variety of responses
to address this objective. The decision was taken to conduct two focus groups
each with six participants as one focus group would not be sufficient to make any

Student ID: 31
generalisations (Eriksson & Kovalainen, 2008) and many more could reduce
reliability of findings through complexity of analysis (Saunders, Lewis and
Thornhill, 2009). Six participants for each focus group was considered an
appropriate number to manage focus groups efficiently (Bryman and Bell,
2011).To encourage group interactivity, the focus group location was selected in a
sociable yet quiet environment for recording and each focus group was planned
for a duration of 45-50 minutes.

3.10 FOCUS GROUP SAMPLE

The sampling method selected was a non-probability sampling method. This

method was chosen as the research is based upon studying a subgroup of the
population (Saunders, Lewis and Thornhill, 2009), those individuals who use
social networking websites and video sharing websites. The research does not
intend to make generalisations for the whole population rather concentrates on
those engagers in eWOM thus non-probability sampling was chosen. A
convenience sampling method was used for attaining participants, selecting on the
basis of availability to partake and fitted the sample frame of social media users.
No restrictions were placed on the gender or age of participants over 18 in the
sample as this would limit findings further (Bryman and Bell, 2011). The
limitation of using a convenience method is it can yield data which lacks
reliability however because of the focus of the research this was the method
chosen.

3.11 DATA ANALYSIS

The data analysis method chosen was content analysis. This involved the audio-
recording of focus group proceedings which were later manually transcribed into
word format from which common themes were extracted. A set of predetermined
codes of themes were allocated prior to data collection identified from secondary
research for analysis (see appendix 2). Summarising and categorising processes
were used to find occurrences of new and predetermined themes (Saunders, Lewis
and Thornhill, 2009). To avoid incorrectly analysing data and for efficient
transcription, participants were distinguished by stating a code before each

Student ID: 32
participant spoke. A limitation of using content analysis however is that the
identification of themes are based on the researcher’s own judgement and thus can
impact on finding interpretations.

3.12 RELIABILITY AND VALIDITY

The external validity of the focus group data may have been limited due to the
small sample (Bryman and Bell, 2011) however caution was taken not to limit
participant involvement by avoiding further restrictions on participant age to
increase generalizability. To ensure reliability, a script was followed and
procedures were recorded (Bryman and Bell, 2011) allowing for replication of
procedures and increasing reliability of results from further focus groups. The
number of focus groups conducted may also have affected the reliability of
whether these findings would be apparent if the study was replicated several times
(Saunders, Lewis and Thornhill, 2009) however the appearance of consistent
themes between the focus groups improved ability to rely on the findings.

3.13 RESEARCH LIMITATIONS

There are a number of limitations to the research. Group effects may have
occurred where participants agree with each other’s opinions as a means of
hesitance to answering thus precaution was taken to ensure underrepresented
individuals were encouraged to share their opinion (Bryman and Bell, 2011)
however such a situation is difficult to manage and thus a broad spectrum of
opinions may have been limited. The small sample of participants used is a
limitation (Saunders, Lewis and Thornhill, 2009) which was counteracted by
gathering as much information as possible by using planned questions which were
pilot tested (Bryman and Bell, 2011). A limitation of the questioning procedure
was that participants were asked to recall eWOM experiences from memory and
this may have impacted on findings but to limit this, participants were asked about
recent experiences. Leading questions may also have been a limitation by
imposing main themes for participants to consider however to reduce this open-
ended questions and opinions were asked for to reduce this. Transcription errors
may have occurred at the analysis stage where themes may have been

Student ID: 33
misinterpreted by the researcher however each theme was coded to make the
process simpler to avoid misinterpretations (Bryman and Bell, 2011).

3.14 ETHICAL CONSIDERATIONS

During the research process due care must be given to ethical issues (see appendix
3) which can arise and compliance with legislation is imperative (Saunders, Lewis
and Thornhill, 2009). To ensure participant awareness of the voluntary nature of
the research, participants were provided with a consent form and were informed
of rights to withdraw (see appendix 4). To inhibit deception participants were
informed of research intentions at every stage of the process, through verbal or
written means. Privacy of participant identity was ensured through anonymity by
using initials to refer to participants when recording and confidentiality was
promised (Bryman and Bell, 2011). Focus groups can further encourage undue
embarrassment and stress on individuals and thus a code of conduct for the focus
group was laid out and data will be reported with no attribution made to
individuals personally.

3.15 CHAPTER SUMMARY

This chapter detailed and discussed the research philosophy, strategy and
approach taken for the research, offering a critical evaluation of the selected
research method. Justification for the chosen focus group method was further
provided in conjunction with consideration of alternative methods which could
have been used, giving explanations for their dismissal. The selected primary data
analysis method was also outlined along with a discussion of the actions taken to
ensure the reliability and validity of the research. Measures to reduce research
limitations and inhibit ethical violations were moreover discussed.

Student ID: 34
CHAPTER 4: RESEARCH FINDINGS, ANALYSIS AND
DISCUSSION

4.1 CHAPTER INTRODUCTION

This chapter will analyse and discuss the findings gathered from the research
process. Secondary literature will be drawn upon in conjunction with primary
findings to identify themes and theory relevant to the research aim and objectives.
The discussion will comprehend the implications of the identified themes on an
individual’s decision making process and infer how this would impact a
business’s engagement with its customers on social networking websites (SNWs)
and video sharing websites (VSWs).

4.2 ATTITUDES TO eWOM ON SOCIAL NETWORKING AND VIDEO

SHARING WEBSITES

Participants’ attitudes and usage of SNWs and VSWs eWOM were initially
explored to understand the factors of influence on an individual’s acceptance of
eWOM from these websites. The focus groups findings indicated a high level of
participant engagement in SNWs and VSWs eWOM with all twelve participants
having either read or engaged in eWOM on these websites. The most frequently
mentioned SNWs and VSWs were Facebook, YouTube and twitter, suggesting
these to be the most widely used for eWOM. A comment by a participant shown
in figure 9, expressed a strong acceptance of these websites for eWOM, a mutual
attitude held amongst a significant number of participants from both focus groups.

Student ID: 35
 Figure 9: Transcript Section 1

4.3 INFLUENCE OF EWOM ON PURCHASE INTENTIONS AND

DECISIONS

Schindler & Bickart (2005), suggest that eWOM has the potential to influence
every stage of an individual’s decision making process. One objective of this
research was to examine the influence of eWOM shared on social SNWs and
VSWs on an individual’s purchase intentions and decisions. Content analysis of
the focus group transcripts displayed evidence to support Schindler and Bickart’s
(2005) theory, with participants verifying the impact of eWOM shared on SNWs
and VSWs on their purchase intentions and decisions. Figure 10 shows comments
made by participants indicating the influence of eWOM from these websites on
their purchase decisions for beauty and personal care products.

Student ID: 36
 Figure 10: Transcript Section 2

The comments in figure 10, also demonstrate the role of eWOM on SNWs and
VSWs in the AIDA stages of a purchase process, outlined by Peter and Olsen
(2010). The comments made showed that eWOM on these websites fulfilled the
stages of creating awareness and interest in a product which led to the desire to
purchase the product, as outlined in the ADIA model. These statements also lend
support to the role of eWOM influence on the purchase process as was implied by
De Bruyn & Lillien (2008). However, analysis of the focus group transcripts
revealed that for male participants the intention to consider eWOM for a purchase
was not as strong as it was for females, as the nature of the study focused on
eWOM for beauty and personal care products. It was found that males do
consider eWOM on these websites for purchase decisions but for other product
categories more relevant to them for example technology related products as
mentioned by one participant. This implies that eWOM influence on purchase
decisions is category specific, nonetheless, findings demonstrated a high level of
consideration of eWOM from these websites on purchase intent and decisions.
This is of particular importance to businesses as eWOM about their products and
brands on these website, influences customer choice for their products.

4.4 FACTORS INFLUENCING eWOM UPTAKE IN THE DECISION

MAKING PROCESS

4.4.1 Information Relevance

Student ID: 37
A further objective of the research study was to identify the factors which
encourage individuals to consider eWOM found on SNWs and VSWs in their
decision making process. Sussman and Siegal’s (2003) study found that the
argument credibility of a message leads to a higher level of persuasion to uptake
information in that message. Cheng, Lee and Rabjohn (2008) further elaborated
on this idea, proposing that the relevance of information on the internet to the
receiver would influence whether or not that information became persuasive. The
focus groups thus explored whether the relevance of information was likely to
encourage individuals to consider eWOM in their purchase decisions. Findings
revealed this to be the case, with a theme of information relevance influence
appearing in both focus group transcripts as code 1.1 comments in appendix 5
highlight. Figure 11 also shows a participant’s comment quoting that eWOM
becomes relevant when faced with a problem when making a purchase decision.
This comment reinforces the part of eWOM influence on the problem recognition
and search for alternatives stages in the decision making process, outlined by
Peter and Olsen (2010). Therefore, dependent upon the relevance of the
information to the receiver of the eWOM, it becomes a factor encouraging eWOM
consideration in the decision making process.

Figure 11: Transcript Section 3

4.4.2 Information Accuracy

Another recurrent theme and aspect of argument quality that was found to be a
factor of influence on eWOM consideration was the accuracy of eWOM
information. According to Wixom and Todd (2005), the perceived accuracy of
information on the internet influences how useful it will be to the receiver.
Participants stated that when exposed to eWOM on SNWs and VSWs they were
encouraged to consider eWOM in their decisions for beauty and personal care
products when specific details, facts and figures were mentioned, as shown in

Student ID: 38
figure 12. However, although accuracy was important to participants’ views on
whether or not they should consider the eWOM in their decisions, some
participants were of the opinion that SNSs and VSWs only provide some accurate
eWOM. This is contradictory to Cheung, Lee and Rabjohn’s (2008) findings
which suggest that eWOM on these websites is more accurate than traditional
WOM. Despite this view, the accuracy of eWOM was deemed to be a factor
encouraging the consideration of eWOM in purchase decisions.

Figure 12: Transcript Section 4

4.4.3 Timeliness and Comprehensiveness of Information

The timeliness and comprehensiveness of the eWOM information on the internet

are also proposed by Cheng, Lee and Rabjohn (2008) to be factors of influence on
the consideration of eWOM. These were two other themes which were present
throughout both focus group transcripts. Several participants from both focus
groups expressed searches for recent eWOM information (see appendix 5). The
comprehensivess of the eWOM was also important and the eWOM was expected
to cover all aspects of information that the participants felt should have been
discussed. If this was not the case, the eWOM was deemed to be untrustworthy
and unreliable which effected the decision to consider it product decisions. This
supports the role of these factors as influential on indviduals’ decisions to uptake
eWOM from SNWs and VSWs in their decisions.

4.4.4 Source Expertise and Impartiality

Sussman and Siegal (2003) suggested that alongside argument credibitly factors,
source credibility including source expertise also leads to information

Student ID: 39
persuasiveness. Hsieh, Hsieh and Tang (2012) suggested that individuals on
VSWs who are thought of as experts are looked for when considering eWOM for
decisions. The focus groups thus sought to delve into whether source expertise
was important to eWOM consideration. Findings demonstrated mixed opinions to
this factor as an influence on individuals’ considerations of eWOM in decision
making. Some participants spoke of source expertise as highly influential while
others found opinions from non-experts but related individuals on SNWs to be
more valuable. Another theme closely related to source expertise which was found
from analysis was source impartiality. Some participants were sceptical of eWOM
from experts on VSWs because of the perception that they were paid advocates of
beauty products and thus soure impartiality was sought for when considering
eWOM. Source expertise was both a factor encouraging and discouraging the
consideration of eWOM in decision making whereas source impartiality was
encouraging, as shown in figure 13. The findings thus imply that businesses which
pay consumers to share eWOM on these websites are less likely to be looked upon
favourably by potential customers and less likely to get their message across.

Figure 13: Transcript Section 5

4.4.5 Visual Evidence and Message Consistency

Visual evidence and message consistency were two new themes which became
apparent through analysis as factors influencing eWOM uptake in decisions. As
SNWs and VSWs are characterised with the ability to offer visual graphics and
videos, focus group participants found that eWOM from these websites was

Student ID: 40
helpful when eWOM givers were seen to be demonstrating the product whilst
providing their opinions. The comments given by participants shown in figure 14
demonstrate that visual evidence was of influence on participants when making
decisions to consider eWOM for beauty and personal care products from these
websites. One participant however stated that visual evidence alone was not
influential to her decision to consider it in her purchase decisions (see figure 14)
and that credibility of the source was more important. A further theme found
from analysis was message consistency. Participants stated that eWOM was
influential when they were exposed to more than one eWOM message which was
stating similar information about a beauty product or brand. This factor was
important when making a purchase decision as shown by participant comments in
figure 15. It further supports eWOM influence on the purchase process evaluation
stage by reducing any perceived risk which the individual has. By identifying
these two themes from analysis it was evident that when no visual evidence was
presented participants were sceptical of consdiering the information in their
decision making and message consistency was important to ensuring the eWOM
was trustworthy to base a decision on for a beauty product.

Figure 14: Transcript Section 6

Student ID: 41
 Figure 15: Transcript Section 7

4.5 SOCIAL RELATIONSHIP INFLUENCE ON eWOM

According to Scott (2010) SNWs and VSWs facilitate social interactions on the
internet. One objective of the research was to examine the role of social
relationship strength on the receiver’s acceptance of eWOM shared on SNWs and
VSWs in their decision process. Steffes and Burgee (2009) suggested that social
relationships may affect eWOM adoption in individuals decision making and
purchase decisions in an online context. Analysis of the transcripts revealed a
mixed set of opinions on social relationship influence on the consideration of
eWOM from these websites on purchase decisions for beauty and personal care
products. Some participants discussed the importance of family and friends as
heavy and trustworthy influencers on their decisions to consider eWOM
suggesting a strong-tie influence as shown in figure 16 whilst other participants
were more likely to consider eWOM from these websites from indviduals that
they didn’t know personally but found to similar to themselves or were seen as
their idols as shown in figure 17. The trustworthiness of the eWOM provider was
a recurrent theme throughout both focus groups and was one of the most
important factors influencing the consideration of eWOM. The personality of the
individual sharing the eWOM was also found to be influential as shown by GB’s
comment in figure 17. The similarity of the eWOM sharer was furthermore
important with individuals being influenced by those with similar interests. This
led to the recognition of four main themes of eWOM influence source homophily,
source personality, source trustworthiness and stong–tie influence. These findings
support Kozinets et al’s (2010) model which recognises the importance of social
relationships online on influencing eWOM and supports to some extent steffes

Student ID: 42
and Burgee’s (2009) statement on strong-tie influence on eWOM consideration in
purchase decisions.

Figure 16: Transcript Section 8

Figure 17: Transcript Section 9

4.6 CIRCUMSTANCES OF eWOM INFLUENCE

An additional objective of this research was to identify the situational

circumstances in which eWOM on SNWs and VSWs becomes influential to an

Student ID: 43
individual in their decision making process. Findings indicated eWOM on these
websites to be of use to individuals’ decision making processes for beauty
products when there was a difficulty making a decision as shown by the
comments in figure 18. Participants were encouraged to consider eWOM on these
websites in situations where the decision process was likely to be lengthy and
risky and when there was a need for the product. The category of beauty products
was perceived as one of moderate risk thus eWOM from SNWs and VSWs was
partially influential for purchase decisions for these products. Other circumstances
in which eWOM from these websites were found to be useful was when
individuals had little prior knowledge about the product or brand and when there
was a degree of dissatisfaction with the individual’s existing brand as shown by
the comments in figure 19. An interesting finding from the transcripts showed that
eWOM on these websites was influential on decisions in circumstances when the
product or brand being discussed was currently on trend or highly anticipated.

Figure 18: Transcript Section 10

Figure 19: Transcript Section 11

Student ID: 44
The circumstances identified lend support to De Bruyn & Lillien’s (2008)
proposal of eWOM influence on the problem recognition and evaluation stages
involved in decision making and also support the role of these websites as
credible websites to turn to when making purhcase decisions.

4.7 CHAPTER SUMMARY

This chapter presented a discussion of the key findings gathered from the focus
groups and offered a critical analysis of how these findings support and differ
from theory. New and significant themes identified from analysis, were morover
explained in relation to the research objectives. The impacts of findings gathered
on businesses were also discussed in this chapter.

Student ID: 45
 CHAPTER 5: CONCLUSION AND
RECOMMENDATIONS

5.1 CHAPTER INTRODUCTION

This chapter will conclude the research by drawing upon the key research
outcomes with reference to the research aim and objectives. A set of
recommendations will also be presented for businesses and marketers, for ways in
which eWOM on social networking websites (SNWs) and video sharing websites
(VSWs) can assist their operations. Recommendations for further research and
theoretical implications of eWOM are moreover presented.

5.2 CONCLUSION

This research aimed to understand the factors of influence on an individual’s

consideration of eWOM shared on SNWs and VSWs in their purchase decisions.
The rationale for the research was based upon findings showing a growing interest
from individuals considering eWOM on the internet in their decision making. This
research sought to investigate eWOM in the context of SNWs and VSWs and for
the beauty and personal care industry, both contexts in which eWOM presence is
growing. Four objectives were set to achieve the research aim. One objective was
to assess the influence of eWOM from these websites on an individual’s decision
making. Focus groups results indicated a strong reliance on eWOM from SNWs
and VSWs, in particular Facebook, YouTube and Twitter, for beauty product
purchase decisions, supporting De Bruyn & Lillien’s (2008) research which
emphasised eWOM influence on decision making. The research also sought to
identify the argument and source credibility factors encouraging a receiver’s
consideration of eWOM from these websites in their decision making process for
beauty products. The research confirmed support for information relevance,
information accuracy, timeliness and comprehensiveness of information, source
expertise and source trustworthiness as factors encouraging eWOM consideration
outlined by Cheung, Lee and Rabjohn (2008). Visual evidence, message
consistency, source; impartiality, homophily and personality were new themes

Student ID: 46
identified which were found to influence an individual’s consideration of eWOM
from these websites in decision choices for beauty products. Individuals were
more likely to consider eWOM when photographs and visual evidence was
presented as part of the eWOM message and when eWOM sharers were impartial
and were not paid advocates of companies. Another objective of the research was
to examine the role of social relationship strength on the receiver’s acceptance of
eWOM shared on SNWs and VSWs in their decision process. Results indicated
varied attitudes to social tie strength on influencing considerations of eWOM with
close friends and family being influential as well as unknown but expert and
aspirational individuals, both supporting and contradicting claims of strong and
weak tie influence on eWOM consideration. A final objective of the research was
to identify the circumstances under which eWOM found on these websites
became useful to individuals in their decisions. Findings indicated eWOM on
these websites to be useful when individuals were dissatisfied with their current
beauty products, with individuals claiming that eWOM on these websites also led
to brand switching. Other circumstances where eWOM became important to
decisions for beauty products was when there was little prior knowledge of the
product and decision were likely to be lengthy or risky. The outcomes of the
research have considerable impact on businesses operating in the competitive
beauty industry where influential eWOM found on these websites could result in
brand switching to competitors.

5.3 RECOMMENDATIONS

5.3.1 Recommendations for Businesses and Marketers

The research found eWOM on SNWs and VSW to be influential on an

individual’s decisions therefore a recommendation for businesses and marketers
of beauty products would be to communicate with potential and existing
customers by generating ‘buzz’ on the most popular of these websites which are
Facebook, YouTube and twitter, to allow their products to be in the mind-set of
consumers by sharing visuals. Another recommendation would be to distribute
accurate and detailed information about the company products via well
acknowledged, influential and trustworthy individuals on these websites for

Student ID: 47
example as mentioned by a participant, on YouTube there are a number of ‘beauty
gurus’ who are considered as inspirational experts on beauty products which
attract a large social base of followers but are also of a similar age to the
business’s customers and unpaid eWOM sharers. This would generate influential
circulation of accurate, trustworthy, relevant eWOM which is likely to be
considered in individuals’ decisions and would positively reflect on the business.
Another recommendation would be for marketers to monitor what positive and
negative eWOM is being generated about their brand and the negative eWOM can
be supported by responsive internet campaigns on these websites which
individuals turn to when making difficult and risky decisions. Positive eWOM
advocates can be targeted to spread eWOM to their social networks in particular
recommending to friends and family who are likely to be influenced by the
eWOM.

5.3.2 Theoretical Implications, Limitations and Further Research

This research found support for a number of suggested factors of influence on

eWOM consideration and identified consistency, source personality and visual
evidence as new factors of influence which contribute to a better understanding of
aspects which make eWOM an increasingly powerful form of communication for
purchase decisions. This research however was limited by a restricted sample and
time frame thus further research could replicate this study with a larger, varied
sample and use in-depth interview methods to gain richer information on the
aspects within the factors found which encourage eWOM consideration. Research
could moreover investigate the order of importance of these factors in the eWOM
consideration process as well as explore eWOM in the context of other websites
e.g. Blogs where eWOM is shared and read.

Student ID: 48
 REFERENCES

Anderson, E. (1998) ‘Customer Satisfaction and Word of Mouth’, Journal of

Service Research, 1(1), pp. 5-17.

Bansal, H. and Voyer, P. (2000) ‘Word-of-Mouth Processes within a Services

Purchase Decision Context’, Journal of Service Research, 3(2), pp. 166-177.

Berger, J. and Schwartz, E. (2011) ‘What Drives Immediate and Ongoing Word-
Of-Mouth’, Journal of Marketing Research, 48(5), p. 869.

Bickart, B. and Schindler, R. (2001) ‘Internet forums as influential sources of

consumer information’ Journal of Interactive Marketing, 15(3), pp. 31-40.

Brown, J. and Reingen, P. (1987) ‘Social Ties and Word-of-Mouth Referral

Behavior’ Journal of Consumer Research , 14(3), pp. 350-362.

Brown, J., Broderick, A. and Lee, N. (2007) ‘Word of mouth communication

within online communities: Conceptualizing the online social network’, Journal
of Interactive Marketing, 21(3), pp. 2-20.

Bryman, A. and Bell, E. (2011) Business Research Methods. 3rd edn. New York:
Oxford University Press.

Carl, W. (2006) ‘What's All The Buzz About? Everyday Communication and the
Relational Basis of Word-of-Mouth and Buzz Marketing Practices’, Management
Communication Quarterly, 19(4), pp. 601-634.

Chaffey, D. and Ellis-Chadwick, F. (2012) Digital Marketing-Strategy,

Implementation and Practice. 5 edn. Harlow: Pearson Education Limited.

Chen, Y. and Jinhong, X. (2008) ‘Online Consumer Review: Word-of-Mouth as a

New Element of Marketing Communication Mix’, Management Science, 54(3),
pp. 477-491.

Cheung, C., Lee, M. and Rabjohn, N. (2008) ‘The impact of electronic word-of-
mouth: The adoption of online opinions in online customer communites’, Internet
Research, 18(3), pp. 229-247.

Cozens, C. (2002) ‘Marketers turn backs on traditional advertising’,The Gurdian,

18 December [Online]. Available at:
[Link]
[Accessed 5 November 2012]

Datta, P., Chowdhury, D. and Chakraborty, B. (2005) ‘Viral Marketing: New

form of Word-of-Mouth through Internet’, The Cambridge Business Review, 3(2),
p.69.

Student ID: 49
De Bruyn, A. and Lillien, G. (2008) ‘A multi-stage model of word-of-mouth
influence through viral marketing’, International Journal of Research in
Marketing, 25(3), pp. 151-163.

Dichter, E. (1966) ‘How Word-Of-Mouth Advertising Works’, Harvard Business

Review, 44(6), p. 147.

East, R., Hammond, K. and Lomax, W. (2008) ‘Measuring the impact of positive
and negative word of mouth on brand purchase probability’, International Journal
of Research in Marketing, 25(3), pp. 215-224.

East, R., Wright, M. & Vanhuele, M. (2008) ‘Word-Of-Mouth Influence’, In:

Consumer Behaviour-Applications in Marketing. Chennai: Sage Publications, pp.
241-270.

Eriksson, P. and Kovalainen, A. (2008) Qualitative Methods in Business

Research. London: SAGE.

Fenga, J. and Papatla, P. (2011) ‘Advertising: Stimulant or Suppressant of Online

Word of Mouth?’, Journal of Interactive Marketing, 25(2), pp. 75-84.

Fitzgerald Bone, P. (1995) ‘Word-of-mouth effects on short-term and long-term

product judgments’, Journal of Business Research, 32(3), pp. 213-223.

Gao, Y. (2005) ‘Consumer Trust in Online Commerce’, In: Koufaris,M., (edn.)

Web Systems Design and Online Consumer Behaviour. New Jersey: Idea Group
Publishing, pp. 252-261.

Gilly, M., Graham, J., Wolfinbarger, M. and Yale, L., (1998) ‘A Dyadic Study of
Interpersonal Information Search’, Journal of the Academy of Marketing Science,
26(2), pp. 83-100.

Goldenberg, J., Libai, B. and Muller, E., (2001) ‘Talk of the Network: A Complex
Systems Look at the Underlying Process of Word-of-Mouth’, Marketing Letters,
12(3), pp. 211-223.

Goulding, C. (2005) ‘Grounded theory, ethnography and phenomenology: A

comparative analysis of three qualitative strategies for marketing research’,
European Journal of Marketing, 39(3/4), pp. 294 – 308.

Haywood, M. K. (1989) ‘Managing Word Of Mouth Communications’, The

Journal of Services Marketing, 3(2), pp. 55-67.

Hennig-Thurau, T., Walsh, G., Gwinner, K. and Gremler, D. (2004) ‘Electronic

word-of-mouth via consumer-opinion platforms: What motivates consumers to
articulate themselves on the Internet?’, International Journal of Electronic
Commerce, 18(1), pp. 38-52.

Hsieh, J., Hsieh, Y. and Tang, Y. (2012) ‘Exploring the disseminating behaviors
of eWOM marketing: persuasion in online video’, Electronic Commerce

Student ID: 50
Research, 12(2), pp. 201-224.

Kolb, B. (2008) Marketing Research A Practical Approach. London: Sage

Publications.

Kozinets, R., de Valck, K., Wojnicki, A. and Wilner, S. (2010) ‘Communities,

Networked Narratives:Understanding Word-Of-Mouth Marketing in Online’,
Journal of Marketing, 74(2), pp. 71-89.

Madu, C. and Madu, A. (2002) ‘Dimensions of e-quality’, International Journal

of Quality & Reliability Management, 40(8), pp. 246-258.

Mintel. (2009) ‘Online Video Content-UK-2009’, Mintel Oxygen [Online]

Available at: [Link]
[Accessed 31 October 2012].

Mintel. (2012) ‘Social Media: Beauty and Personal Care’, Mintel Oxygen [Online]

Available at: [Link]

[Accessed 30 October 2012].

Mitchell, A. and Khazanchi, D. (2010) ‘The importance of Buzz’, Marketing

Research: A Mazagaine, 22(2), pp. 20-25.

Nyilasy, G. (2006) ‘Word of Mouth: What we really know-and What we don't’, in

Kirby, J. and Marsden, P. (eds.) Connected Marketing-The Viral Buzz and Word
of Mouth Revolution. Oxford: Elsevier, pp. 161-185.

Obermiller, C., Spangenberg, E. and MacLachlan, D. (2005) ‘Ad Skepticism: The

Consequences of Disbelief’, Journal of Advertising, 34(3), pp. 7-17.

ONS. (2011) Social Trends: e-Society (ST41)-Data Tables. Available at:

[Link]
pageSize=50&sortBy=none&sortDirection=none&newquery=sociaL+TRENDS
%3A+e-society
[Accessed 9 November 2012].

Ozuem, W., Howell, K. and Lancaster, G. (2008) ‘Communicating in the new

interactive marketspace’, European Journal of Marketing, 42(9), pp. 1059-1083.

Peter, P. and Olson, J. (2010) Consumer Behaviour and Marketing Strategy. 9th
edn. New York: McGrawHill, pp. 159-187.

Richins, M. (1983) ‘Negative Word-of-Mouth by Dissastified Consumers: A Pilot

Study’, Journal of Marketing, 47(1), pp. 68-78.

Rosen, E. (2000) The Anatomy Of Buzz-Creating Word of Mouth Marketing.

London: HarperCollinsBusiness.

Saunders, M., Thornhill, A. and Lewis, P. (2009) Research Methods for Business

Student ID: 51
Students .5th ed. Harlow: FT Prentice Hall.

Schindler, R. & Bickart, B. (2005) ‘Published Word of Mouth: Referable,

Consumer-Generated Information on the Internet’, in Haugtvedt, C., Machleit, K.
and Yalch, R. (eds.) Online Consumer Psychology: Understanding and
Influencing Consumer Behaviour in the Virtual World. New Jersey: Lawrence
Erlbaum Associates, pp. 35-62.

Scott, D. (2010) The New Rules of Marketing and PR: How to use social media,
blogs,news releases,online video, and Viral marketing to reach buyers directly.
2nd edn. Hoboken, New Jersey: John Wiley & Sons.

Seybert, H. (2011) Internet use in households and by individuals in 2011.

Available at: [Link]
066/EN/[Link]
[Accessed 5 November 2012].

Steffes, E. & Burgee, L. (2009) ‘Social ties and online word of mouth’, Internet
Research, 19(1), pp. 42-59.

Sussman, S. & Siegal, W. (2003) ‘Informational Influence in Organisations: An

Intergrated Approach to Knowledge Adoption’, Information Systems Research,
14(1), pp. 47-65.

Sweeney, J., Soutar, G. and Mazzarol, T. (2012) ‘Word of mouth: measuring the
power of individual messages’, European Journal of Marketing, 46(1), pp. 237-
257.

Trusov, M., Bucklin, E. and Pauwels, K. (2009) ‘Effects of Word-of-Mouth

Versus Traditional Marketing: Findings from an Internet Social Networking Site’,
Journal of Marketing, 73(5), pp. 90-102.

Van Den Bulte, C. & Lilien, G. (2001) ‘Medical Innovation Revisited: Social
Contagion versus Marketing Effort’, The American Journal of Sociology, 106(5),
pp. 1409-1435.

Wilson, J. (2010) Essentials of Business Research: A guide to doing your

research project. London: Sage Publications.

Wixom, B. and Todd, P. (2005) ‘A Theoretical Integration of User Satisfaction

and Technology Acceptance’, Information Systems Research, 16(1), pp. 85-102.

YouTube (2013) ‘Beauty Products’, [Online] Available at:

[Link] [Accessed: 7
January 2013]

Zikmund, W., Babin, B., Carr, C. and Griffin, M.. (2013) Business Research
Methods. 9th edn. Canada: South Western Cengage Leaning.

Student ID: 52
 APPENDICES

APPENDIX 1: FOCUS GROUP PLAN AND AGENDA

1. CHECK RESOURCES NEEDED FOR FOCUS GROUP:

 Location checks: Library meeting room, ensure room is quiet, sufficient

space for participants
 Equipment checks: Audio-recorder for voice recording, pen and paper for
note making, participant information sheets, consent forms

2. FOCUS GROUP INTRODUCTION AND SETTING THE SCENE:

 Interviewer/researcher will introduce herself to participants and

participants will be thanked for giving up their time to attend the focus
group
 Outline the research and hand participants the participant information
sheet “I will be conducting a focus group interview today as part of my
final year research project. The purpose of this research is to gain an
understanding of how online Word-Of-Mouth shared on social networks
and video sharing sites influences consumers’ decisions when considering
beauty and personal care products. Please have a read through the
participant information sheet[hand out information sheet] and in a moment
I will explain the key terms I will be using during this focus group”
 Explain the key terms: electronic/online word of mouth, social networking
sites and video sharing sites, showing social networking home pages and
video sharing website homepages on the interactive board if needed
 Check if respondents understand and ask if there are any questions
 Explain that audio recordings will be made of the focus group
conversation and reassure participants that their personal details and
information will not be shared and will remain strictly confidential
 Check with participants if they still wish to participate now that they have
been informed about the research and gain consent [hand out consent
sheet]
 Introduce code of conduct
 Start the focus group by going around the room and giving participants the
chance to introduce themselves or say a little bit about themselves
 Begin the focus group by showing participants some home pages of social
networking websites and video sharing websites to familiarise them with
the topic

3. SOCIAL NETWORKING WEBSITES AND VIDEO SHARING

WEBSITES USAGE AND EWOM INFLUENCE

3.1 Social Media Websites Usage

Student ID: 53
 3.1A) What are your opinions of social networking websites and video sharing
websites in general? [Address the entire group]
3.1B) Which ones do you like and why?
3.1C) Do you like or dislike them? [Probe reasons for such opinions]

3.2 eWOM Influence

3.2A) Have you used these websites for eWOM i.e. used to communicate or
look for information about product or brands? [Probe reasons for this and if
they haven’t been used enquire into what reasons prevented them from using
these websites]

4. PURCHASE INTENTIONS AND PURCHASE DECISIONS

4.1 Purchase Decisions

4.1A) Have you used these websites to view, find or discuss

information/opinions in eWOM when making purchase decisions? [Probe the
reasons for using these sites for this]
4.1B) Have you used these websites to gain information on beauty and
personal care products? When making purchase decisions? [And if yes, probe
whether information was intentionally sought, shared by someone or come
across accidentally]

4.2 Purchase Intention

4.2A) Is the information or opinion shared by other consumers on these

websites of influence on your intention to purchase? [Probe into why or why
not]

5. FACTORS OF INFLUENCE ON CREDIBILITY OF eWOM FROM

SOCIAL NETWORKING WEBSITES AND VIDEO SHARING
WEBSITES

When presented with information/word of mouth on social networking

websites and video sharing websites about products like beauty products and
brands what are your motives for taking note of the information? What
convinces you that this information or opinion is worth reading? [Open ended
question addressing the whole group, probe further on opinions given]

5.1 Information relevance

5.1A) Is the relevance of the information presented on these websites about

beauty products or brands, influential on whether or not you consider it in
your decision making? [Probe on opinions further, prompt on information
relevance with cue words e.g. Usefulness or as a solution to a personal beauty
dilemma]

Student ID: 54
 5.1b) What aspects make word of mouth online on social networking websites
and video sharing websites relevant to you?

5.2 Information Accuracy

5.2A) What are your perceptions of finding accurate brand or product

information from others on these websites? [Probe further into why this is the
case]
5.2B) Does the perceived accuracy of the eWOM on beauty and personal care
products encourage you to uptake eWOM on these websites?
5.3C) What aspects of online word of mouth do you find make it accurate?
[Probe further on why]

5.3 Timeliness and Comprehensiveness of Information

5.3A) Does the timing and recentness of eWOM exposure increase your
eWOM consideration? [Look at the reasons why]
5.3B) Does the perceived completeness of the eWOM information on social
networking websites and video sharing websites influence whether or not you
consider the information?
5.3C) Does the completeness of the message influence how credible the
eWOM is in your decision making? [Prompt on incomplete information,
details missing if needed]

5.4 Source Trustworthiness

5.4A) Does the perceived trustworthiness of the provider of the eWOM

information or opinion affect whether you will choose to consider what has
been written?
5.5B) Are social networking websites and video sharing websites a
trustworthy source of eWOM? [Probe into reasons and opinions given, why or
why not?]

5.5 Source Expertise

5.5A) Does the perceived or known expertise of the individual providing the
eWOM message influence your consideration of eWOM for beauty and
personal care products? [if yes, probe further into what makes the eWOM
message provider’s opinion expert/not expert]

5.6 Social Relationships

5.6A) If eWOM has been shared by someone who you are socially close to for
example a family member or friend would this influence your intentions to
uptake and consider the information? [if yes, probe further on who they are
and why that is the case]
5.6B) If you have or were to receive eWOM from a close friend would this or
has this increased your likelihood to consider this in your purchase decisions?

Student ID: 55
5.7 Of all the factors we have discussed are there any which are significantly more
important than the each other with encouraging you to consider eWOM in
your decisions?

6. CIRCUMSTANCES IN WHICH eWOM ON SOCIAL NETWORKING

WEBSITES AND VIDEO SHARING WEBSITES BECOMES
CREDIBLE

6.1A) In what situations or circumstances do you all find eWOM to be useful

[prompt where needed for example when faced with a difficult decision on
which beauty or personal care brand to choose]

7. eWOM AND BRAND DECISIONS

7.1A) Would eWOM found on social networking sites and video sharing
websites influence your decision to switch brands?
7.1B) Would you consider switching from a beauty product you regularly buy
to one you have never tried based on eWOM on social networking or video
sharing websites?

8. END FOCUS GROUP- THANK PARTICIPANTS

Student ID: 56
APPENDIX 2: CATEGORIES USED FOR QUALITATIVE DATA
ANALYSIS AND THEMES IDENTIFIED

1. Factor of importance in consideration of eWOM on social networking

websites and video sharing websites
1.1 Information relevance
1.2 Information accuracy
1.3 Timeliness of information
1.4 comprehensiveness of information
1.5 Source trustworthiness
1.6 Source expertise
1.7 Tie strength with eWOM generator
1.8 Source homophily
1.9 Source personality
1.10 Visual evidence
1.11 Source Impartiality
1.12 Message consistency from several sources

2. Circumstance where eWOM on social networking websites and video

sharing websites is considered in decisions
2.1 Lack of knowledge of product or brand
2.2 When decision process is likely to be lengthy
2.3 Risky product category
2.4 Dissatisfaction with existing product/brand
2.5 To trend setting and new/innovative products
2.6 Need for product

3. Social relationship strength influence on eWOM

3.1 family influence
3.2 friend influence
3.3 Idol influence

Student ID: 57
 3.4 unknown individual influence

4. eWOM shared on social networking websites and video sharing websites

influence on purchase intention

5. eWOM shared on social networking websites and video sharing websites

influence on purchase decision
5.1 eWOM influence to brand switch

Student ID: 58
APPENDIX 5: FOCUS GROUPS 1 AND 2 TRANSCRIPT

Focus group 1:

Focus Group Date: Monday 28th January 2013

Duration: 1 hour 15 Minutes

Participant Profiles:

Participant Initials: Gender Age:

(referred to in the
transcript)
1 RB MALE 26
2 SP FEMALE 22
3 MP MALE 23
4 LC FEMALE 30
5 SH FEMALE 28
6 TM FEMALE 32

Moderator (Bold/Normal Typeface)

Participants – (Normal Typeface-Referred to by initials)

INTRODUCTION

Moderator:

Hello everyone, I would like to begin the focus group by saying thank you to all
of you for giving up your time to be here today, your participation is greatly
appreciated.

I am just going to start by informing you all about what my research is about and
then if you are all clear on the information I have provided then I will proceed
with the focus group and ask you all some questions. I have some information
sheets for you [distributed participant information sheets]. Please have a read
through and if you have any questions please feel free to ask, I will be happy to
answer them.

The purpose of this focus group is to to gain an understanding of how online

Word-Of-Mouth shared on social networks and video sharing websites influences
consumers’ decisions when considering beauty and personal care products.

Student ID: 59
I also have here a sheet with a list of explanations of the key terms I will be using
during the focus group [handed out key terms sheet]. Please have a read through
and let me know if you are unsure about anything.

I would like to inform you all that this focus group is completely voluntary and
you have the right to withdraw at any time. I would also like to stress that any
information you provide during this focus group will be strictly confidential and
will not be shared with anyone.
If you all understand the information I have given, I will hand out some consent
forms for you to sign. I would also like to inform you all that I will be audio
recording of the focus group session. If you do not wish to be recorded please say
so now.

[No objections]

Moderator: Ok, are there any questions or is anyone unsure about anything?

SP: No.

LC: No.

MP: Nah, everything is alright.

[No questions from participants]

Moderator: Ok, please could complete the consent page and I will begin the focus
group.

[Gained consent from all six participants]

Moderator: Alright, before we go on to the questions and discussion, please can I

ask that we all respect one another’s opinions, thank you.

FOCUS GROUP QUESTIONS:

Moderator: ok, I will start showing you all some social networking websites and
video sharing websites.

[Participants were shown website pages]

Moderator: Ok, what are your opinions of these websites in general and how
often do you use these websites?

MP: I use them all the time, they are like my life [laughs].

Moderator: and what is your opinion of these websites? Do you like using
them or not and why?

MP: Yeah I like using them because they are fun and interesting and some on
the videos you find on YouTube are a right laugh.

Student ID: 60
Moderator: and what about social networking websites what are your opinions of
them?

MP: Yeah they are great too because they allow you to stay in touch with
people you don’t normally see like every day.

Moderator: ok thank you, are there any other opinion on these websites?

SP: Yeah just to say pretty much the same thing, I am always on the internet
and I completely agree with MP I think they are really fun and interesting.
I spend a lot of time on them especially YouTube, I love YouTube.

Moderator: and what is it about YouTube that you like?

SP: I just love that you can just watch whatever you want and find whatever
you are looking for on YouTube, practically anything and you can view it
whenever you need to and it is quick and easy to access.

LC: I disagree a little bit. I think it all depends, because sometimes like the
other two I love them and then at times I absolutely hate them and can’t
stand them because there is a fair bit of rubbish on them.

SH: I like them because everyone uses them, all my friends and family are on
Facebook and with video sharing websites I think obviously YouTube is
really good because its everything you want all in one place and its even
like a substitute for me for watching TV programs, I just go on YouTube
instead and watch other things that are interesting.

RB: Yeah I think they are great too because they are, like the others have said,
a great way to stay in touch and they are just good fun.

TM: I do like them because social networking sites and video sharing websites
are a way to be in the know about things.

Moderator: Have you used these websites for eWOM i.e. used to
communicate or read information about product or brands with/from
others?

LC: Yes, I have found information on all kinds of things especially like when I
am looking to learn about a new product (CODE 1.1) - I just do a quick
YouTube search and there are loads of reviews on YouTube where you
can actually see the product and people using them. (CODE 2.1)

Moderator: would you say that that is something that attracts you to use these
sites, the ability to view products being used?

LC: Yes, shows me exactly how the product looks and lets me see people using
them. (CODE 1.10)

Student ID: 61
Moderator: would this encourage you to take note of their opinions knowing that
you can see them using the product?

LC: No definitely not, once I saw a girl on YouTube and she talked about a
facial treatment she was using and she claimed that it was really good and
it is a definite must to go out and buy but yet when she was using the
product she didn’t look like she believed in what she was saying
herself….so for me seeing it being used is not enough I think it also
depends on how believable the person is. (CODE 1.5)

Moderator: ok would anyone else like to share their opinion?

RB: Yeah my mates are always going on about the latest games and stuff on
Facebook and which ones are good to go out and buy. (CODE 5)

SP: Yeah, I always go on YouTube to watch product reviews about products

that I have heard about through friends and then I just check them out on
there. (CODE3.2)

MP: Yeah same here, I use YouTube for product reviews and stuff but with
social networking websites it’s usually my mates (CODE3.2) who refer
something I don’t normally look for opinions on there like I do with
YouTube but if someone has talked about it on there then yeah, I would
look at what they have said.

SH: I don’t know whether you mean things like liking brand pages but I do that
on social networking websites. For example I have liked loads of brand
pages even though I don’t write about products and brands myself, I do
express my opinion online.

TM: yes, I use them all the time. I use them for viewing product reviews from
other ‘YouTubers’ and for discussing products that are on trend .I think
these websites usually encourage people to share opinions and talk about
products anyway because of the social aspect behind them and because
they are interesting. They reach a large number of people too, so I think
that is a main reason why people just keep sharing comments on them

Moderator: ok, have any of you used these websites to view, find or discuss
information or opinions when making purchase decisions?

RB: Yep, that is the main reason why I read information and opinions about
products to be honest, is when I am looking to buy (CODES 4;5)
something but don’t get me wrong when someone posts something about a
product I still might read it and that, but it’s not always about something I
buy.

LC: I agree with RB and I do go on YouTube, twitter and Facebook to see

what other people have said about a product and only then do I think, ok I
am going to buy it (CODE 5). With social networking websites too, I ask
my friends (CODE3.2) all the time about making a purchase decision for

Student ID: 62
 like clothes and things that are ‘in’ so they usually recommend something
for me to buy on my Facebook wall and tweet a picture for me to look at.
Quite often even if I don’t ask, they post something up on their Facebook
wall about a product or brand that they think is good or bad.

MP: I always check what other people have said on YouTube before I buy
something important or expensive (CODE 2.3) because I want to know
that I am not going be wasting my time or money.

Moderator: so would you say that saving time on making a purchase decision is
one of the aspects which encourage you to consider eWOM on these sites?

MP: Yep because it’s just quick to just go online and find out what you want
without any hassle. (CODE 2.2)

Moderator: ok, thank you and what about everyone else? Do you any of you use
eWOM on these sites when making a purchase decision?

SP: I do yes, when I am looking for things that are on trend, (CODE 2.5) like
with Facebook and twitter it seems like the first place to go to find out
whether something is going to be worth buying like with the iPhone I
remember that when it first came out everyone was raving about it on
Facebook for weeks and then I actually bought it! [Laughs]

Moderator: ok, linking in with the previous point is the information or

opinions shared by other people on these websites of influence on your
intention to purchase? Would you go out and think about purchasing a
product based on what they have said?

SH: Yes, I would consider a purchase (CODE 4) if it was from someone that I
knew or someone who sounded like they knew what they were talking
about. (CODE 1.6)

LC: Yes I agree, depends on who it is coming from because if it is from

someone who I don’t know but I think they have genuinely used the
product and they are giving good advice then I would consider buying it.
(CODE1.6)

TM: I have the same opinion as the other two, but if the person was being paid
to advocate the brand or product and it was fairly obvious, then I would
obviously not trust what they have said and that would put me off. It
would make me question whether it is actually helpful at all. (CODE 1.11)

MP: Yeah, I second what TM said if the person has been paid that would put
me off (CODE 1.11) but if even if they have been paid but what they have
said is helpful then I might think about buying. (CODE1.1)

Moderator: ok, have you used these websites to gain information on beauty
and personal care products or has anyone shared information or opinions
with you on these websites about beauty and personal care products?

Student ID: 63
SP: Yeah my friends do on Facebook and they even for example post up
pictures with them wearing the eye shadow and if I think it looks good I
will go out and buy it. (CODE 1.10)

LC: Yes, I have seen comments about beauty products on brand pages that I
follow like L’Oreal and they send me regular updates of what other people
have said about their products which I think is pretty clever because I do
end up reading them as they end up in my updates feed.

TM: I do too but I tend to follow people on YouTube, ‘YouTubers’(CODE 3.4)

that have their own beauty channels like ‘Bubzbeauty’ and ‘Beautycrush’
who show me how to use the product and give me tips as well as
recommending and reviewing the product.

MP: I don’t know about RB but as much as it might be seen as something that
only girls do I admit I do go on YouTube to check beforehand what guys
have said about like shaving products before I make any rash decisions.
(CODE 5)

RB: [short pause] yeah I do go on social media occasionally actually to find out
about personal care products but and I don’t see many male opinion givers
on male grooming products although there are like social networking
pages e.g. lynx that I look at to see what others have said on their pages.
(CODE 5)

Moderator: When presented with eWOM on social networking websites and

video sharing websites about products like beauty products and brands, what
are your motives for taking note of the information? What convinces you that
this information or opinion is worth reading?

RB: I think I would only really read it and pay attention to it if it was coming
from someone that I knew like my brother or a mate. (CODES 3.1; 3.2)

LC: For me it doesn’t have to be someone I know but someone who I think has
used the product or someone who looks like they know what they are
talking about. (CODE 1.6)

SP: [short pause] When someone posts something about a beauty product, the
person themselves would have to show some evidence that they know
what they are talking about - (CODE 1.6), so if I was reading something
about a beauty product or watching a review I would take note of what the
person looked like (CODE 1.9) and if I think oh wow they are pretty then I
would be convinced they know what they are talking about. It shows me
that they clearly look like that because they have knowledge of beauty
products.

SH: I agree with SP, that it depends on what the person looks like and also if
the person is someone I aspire to or respect or someone who is like me

Student ID: 64
 (CODES 1.8; 3.3), that would influence whether I take note of what is
being said and possibly act on it.(CODE 4)

TM: I have the same opinions as SP and SH, the actual personality of the
person is important to me. (CODE 1.9)

Moderator: what are your thoughts about the relevance of the eWOM
presented on these websites? Do these websites provide you with information
that is relevant for example to your own decisions for beauty and personal
care products or to you personally? Do you think the relevance of the
information and opinions shared encourages you to read information on
these sites?

LC: Yes definitely for me if the information isn’t important to me I probably

won’t pay much attention to it at all and I think that these websites are a
good source of relevant information (CODE 1.1) and opinions because
they are designed to fit around us. I mean you see practically everyone
using social networking websites and YouTube and Google video.

Moderator: When you say they are designed to fit around you could you explain
what you mean by this a bit further please?

LC: Yeah sure, social networks are already relevant to us because our friends
and family (CODES 3.1; 3.2) are on them so any information they give
would naturally be relevant and YouTube has videos from a wide range of
people so I am sure we can find something that is important or relevant to
us on there.(CODE 1.1)

RB: Relevant information is important, it is not worth reading if it doesn’t help

you when making a decision and if it isn’t relevant it probably won’t get
read. (CODE 1.1)

MP: I think the relevance is something which yes, would encourage me to read
it for example if I have had a problem finding the right kind of grooming
product then I would be more likely to read what someone else has said
about it. (CODES 1.2; 1.4)

Moderator: Does the perceived accuracy of the eWOM you find on beauty
and personal care products influence your decision to consider it in your
decision making? What are your perceptions of finding accurate brand and
product information from others on these websites?

TM: Yes, the information has to be in line with what I think is right if I think it
is not quite right then I won’t do much about it and in general if the
information is from a video sharing website the accuracy depends on who
the person is that is sharing the information and how much you can trust
them with giving you correct information. (CODES 1.2; 1.4)

MP: When I am reading opinions I look for if the person has mentioned
specific details about the beauty product, so yes accuracy is very important

Student ID: 65
 otherwise it would be hard to believe the information is reliable. (CODE
1.2)

Moderator: so would you say specific details make it accurate?

MP: Yes, facts and figures are always persuade me more.

SP: In relation to finding accurate information on these websites, it depends,

sometimes you can find accurate information (CODE 1.2) and sometimes
it is just people complaining about products or raving about them for no
real reason without evidence. It is dependent on who the person is and also
their motives, like on Facebook I find it hard to trust what people say on
the company pages because they always say good things there is never any
bad stuff. (CODE 1.11) That to me says that information or opinion isn’t
accurate because I am sure there must be at least one person who doesn’t
like the company’s product.

RB: Personally I normally have a look in more than one place or view more
than one video, just to check that they are all roughly saying the same
thing. (CODE 1.12)

Moderator: So would you say consistency is something which makes the

information accurate?

RB: Yes, when people say pretty much the same things. (CODE 1.12)

LC: that’s what I do normally too. I check out a few sources first before I
decide to go out and buy. (CODE 1.12)

SH: yes, I do the same.

Moderator: Does the recentness and completeness of the information or

opinion found on social networking websites and video sharing websites
influence whether or not you consider it?

MP: For me it has to be recent because opinions might have changed like one
day one hair gel might be the best and all great and the next day it is bad in
comparison with something else. There is no point buying something that
people don’t think is great anymore. (CODES 1.3; 2.5)

LC: What do you mean by completeness?

Moderator: By this I mean your perception of how detailed the information is and
if there are any missing details that you think should have been covered.

TM: Oh, yes if there is something missing which I think they should have
covered or talked about for example with beauty products sometimes they
avoid mentioning the side effects then I get suspicious and wouldn’t buy it
but if they openly say that yes it can cause irritation then that is that topic
covered. (CODE 1.4)

Student ID: 66
SP: I agree with TM the completeness of the information is very important to
me if there is something that should have been talked about that hasn’t
then I just look to another source. (CODES 1.4; 1.12)

Moderator: Does the perceived trustworthiness of the provider of the eWOM

information or opinion affect whether or not you will choose to consider what
has been written?

SH: Yes absolutely if the person isn’t someone I trust then I probably wouldn’t
believe what they are saying. (CODE 1.5)
LC: trust is important to me because sometimes companies pay people to
advertise and so what they say is biased. (CODE 1.11)

Moderator: which groups of people or individuals would you trust on these

websites?

SH: I would say my friends and family and with video sharing websites,
(CODES 3.1; 3.2) I would trust people who sound and look like they know
what they are talking about. (CODE 1.4)

RB: I disagree, on YouTube you don’t really know many of the people who
share reviews or opinions about products so how can you possibly trust
them completely and with friends you can’t always trust them to give you
the right advice because they don’t always know you well enough and they
might recommend a product to you and say it is really good but then they
won’t let on that they have found something better so trust isn’t important
to me what is more important is what has been said, the actual detail of the
information.(CODES 3.4;1.2;1.4)

Moderator: Ok what about the sites themselves as a trustworthy source of

information?

RB: The websites are trustworthy to some extent but it all depends on the
actual content on them.

MP: Yes, I agree with that.

Moderator: ok, if the information was from someone you trust would that
influence whether or not you took on board the comments they have made in a
purchase decision?

MP: yes definitely. (CODE 5)

Moderator: Does the perceived expertise of the individual providing the

eWOM influence your consideration of eWOM for beauty and personal care
products?

SH: Yes, I would value an expert opinion over someone who isn’t an expert
(CODE 1.6) because with beauty products you might be trying them out

Student ID: 67
 on your skin and you want to know that what you are using is safe and will
work and an expert can tell you that.

TM: Yes, I value expert opinions as well. They are more trustworthy too.-
(CODES 1.6; 1.5) I would be more confident in a purchase decision
knowing that it has been backed by an expert opinion.

LC: no, I don’t know about that, I prefer to have someone who isn’t an expert
and is just a normal eWOM giver talking about their product experience.-
(CODE 3.4) It’s more likely to get straight to the point and in many ways
is more credible than an expert opinion because all of us are novices when
using certain products so I would want to hear a novice user’s opinion
(CODE 2.1).

SP: I agree with LC.

RB: Yes me too, I agree with LC.

MP: I agree with SH and TM, expert opinions are more valuable especially
when it actually comes to making a purchase decision for a beauty or
personal care product. (CODE 1.6)

Moderator: what aspects of eWOM make it an expert opinion?

SH: Has to be a regular user of beauty and personal care products and someone
who mentions that they have studied in that area or do it as a profession
e.g. A make-up artist (CODE 1.6)

TM: someone who you can see who is aesthetically good looking, it shows they
must know a lot about using beauty products because of their appearance
(CODES 1.6; 1.8)

MP: The presence of facts, figures and specific details is one way of showing
that the opinion is expert and worth considering. (CODE 1.2)

Moderator: If eWOM has been shared by someone who you are socially close
to for example a family member or friend would this influence your
intentions to uptake and consider the information?

RB: Not really, it all depends on the value of the opinion given and the actual
information being provided.

LC: I would say that my friends and family do influence me more (CODES
3.1; 3.2) because I trust them more to give me correct and good advice
with me in mind. (CODE 1.8)

MP: I think if a family member recommends or talks about a product then I

would definitely listen to them over a stranger who I don’t know.
(CODE3.1)

Student ID: 68
TM: For me, as long as I feel socially connected to someone for example if they
are of a similar age or they have been through the same stages in life i.e.
they are similar to me or they are an individual I want to be like then I
would be likely to listen and act on the advice or information. (CODE 1.8)

SH: Yes I agree with that, so long as you feel socially connected to someone
even if it isn’t someone you know then I would value their opinion.
(CODE 1.8)

SP: I think family and friends opinions are important to me and that is why
they would influence me more than a stranger (CODE 3.1) but on
YouTube funnily enough I am prepared to be influenced by someone who
I don’t know (CODE 3.4) because I can see them (CODE 1.10) and make
my own judgment.

Moderator: Previously a few of you mentioned that family and friends play a
role on influencing you so if you have or were to receive eWOM from a close
friend would this or has this increased your likelihood to consider this in
your purchase decisions?

LC: Yes, my friends recommend things to me all the time (CODE 3.2) and
most of the time I buy the things they have expressed their opinions about.
(CODES 4; 5)

MP: Yes, my brother is someone who I can trust to give me the right opinion
and if he says something is good or bad I believe him. (CODES 3.1; 1.5)

SH: I would value a friend’s opinion (CODE3.2) because they are just like you
(CODE 1.8) so they are the best person to go to consider when making a
purchase decision for a make-up product say whereas I probably wouldn’t
consider my mum’s opinion as much for this category of product.

Moderator: Of all the factors we have discussed are there any which are
significantly more important than the each other with encouraging you to
consider eWOM in your decisions?

LC: Yes I would say that trust and social connection are important more so
than the other factors. (CODES 1.5; 3)

SH: I agree with those two factors as well.

RB: For me, expert opinion (CODE 1.6) and accuracy (CODE 1.2) are far
more important when considering eWOM in a decision.

Moderator: In what situations or circumstances do you all find eWOM to be

useful? For example when faced with a difficult decision on which beauty or
personal care brand to choose

SP: When I am facing a particularly difficult decision on what beauty product

to buy eWOM definitely helps me to make up my mind. (CODE 2.2)

Student ID: 69
MP: Also, when you haven’t much time and you want to make a quick decision
you can either post up something on twitter asking for people’s opinions or
you can view videos on it. (CODE 2.2)

SH: I find it useful when I see videos (CODE 1.10) or recommendations about
a product or brand that I don’t have much knowledge about. (CODE 2.1)

RB: It would be important to me when I am making a risky decision (CODE

2.3) about a product for example something that you would apply to your
face or a high tech product.

LC: Also when store advisors are useless with giving you the right information
it is better to consider an opinion or information online.

Moderator: Would eWOM found on social networking sites and video

sharing websites influence your decision to switch brands?

TM: It depends on who it is coming from I guess, if it is someone I can relate to

then yes definitely would at least consider switching brands (CODE 5.1)

RB: I don’t think I would switch based on one person’s view I would look at
many sources or seek others opinions first before I switch brands. (CODE
1.12)

SP: I would if I saw for example a video for a beauty product and it caused
someone to come out in a rash I would switch straight away (CODES 2.3;
5.1)

Moderator: Tying in with the previous question, would you consider

switching from a beauty product you regularly buy to one you have never
tried based on eWOM on social networking or video sharing websites?

RB: Yeah if it has been described as better than the product I use regularly and
the information or opinion claims that the product solves issues (CODE
2.4) or problems that I am having with my existing product then yes

TM: I agree with RB’s comment.

LC: For me it depends on the person again, if it is someone that I trust then I
would if not then I wouldn’t (CODE 1.5)

SP: I would if a comparison was made to the product I regularly buy and it
was certain details were highlighted showing the regularly used product to
be worse. (CODE 1.1)

MP: yes and also if loads of people are raving about it then why not I would
definitely try it and if it didn’t live up to my expectations then I would just
switch back. (CODE 2.5)

Student ID: 70
Moderator: ok, thank you, I have now covered all that I had hoped to for the focus
group today and will end the focus group here. I would like to thank you all again
for giving up your time to help me with my research and for sharing your opinions
with me. Thank you.

Focus group 2:

Focus Group Date: Wednesday 30th January 2013

Duration: 42 Minutes

Participant Profiles:

Participant Initials: Gender Age:

: (referred to in the
transcript)
1 MV MALE 27
2 FA MALE 25
3 GB FEMALE 22
4 HH FEMALE 29
5 PN FEMALE 31
6 NK FEMALE 19

Moderator (Bold Typeface)

Participants (Italic typeface)

INTRODUCTION

Same introduction as focus group 1 see focus group 1 introduction

[No objections]

[No questions]

[Gained consent from all six participants]

Alright, before we go on to the questions and discussion, please can I ask that we
all respect one another’s opinions, thank you.

FOCUS GROUP QUESTIONS:

Moderator: Ok, I will start showing you all some social networking websites and
video sharing websites.

[Participants were shown website pages]

Moderator: Ok, so what are your opinions of these websites in general and
how often do you use these websites? Do you like using them or not and why?

Student ID: 71
NK: Yeah, I like social networking websites like Flickr and twitter and for
videos YouTube and metacafe are good fun. I use them on a daily basis so
yes definitely use them often. I like using them because they are
interesting and there is a lot to do on the websites you can chat to friends,
post videos or just browse information.

FA: Yeah, I think they are cool and I use them on a regular basis. I like them
because they are a good way to communicate with other people or a good
way for people to share things with you.

GB: Yes I do like using both types of site because they are a great way of
interacting with other people who are like you and I use them all the time.

HH: I don’t use them daily but I do use them on a weekly basis. I would say I
use video sharing websites more than social networking sites actually
because I see many of my friends regularly so I only really use video
sharing websites.

PN: I spend a lot of time on them and I like that there is always something new
and different to discover on them, it never gets boring.

MV: Yes it’s hard not to like them really, my most favorite network has to be
Facebook could spend hours on there, reasons being all my friends are on
it and video sharing websites are interesting and good fun.

Moderator: Have you used these websites for eWOM i.e. used to
communicate or look for information about product or brands from others?

HH: Yes, I have. I always talk to my friends on twitter and ask them for
opinions. (CODE 3.2)

Moderator: why do you like using social networking websites to do this?

HH: I think it’s because I can reach people easily and get a range of opinions.

Moderator: ok, thank you any other comments?

PN: Yes, I watch a fair few reviews on YouTube

Moderator: And why do you use YouTube in particular for considering eWOM?

PN: I would say because the ‘YouTubers’ show you the product and you can
see them testing or trying the product, visual aspects (CODE 1.10).

Moderator: ok, any other opinions?

MV: yes, I do both, I share comments with my mates on Facebook saying

‘check this out’ and recommend stuff and I read others opinions too.
(CODE 3.2)

Student ID: 72
GB: yes, like MV I share comments with friends but use Flickr and we all share
photos of products and things we like with one another. (CODE 1.1)

Moderator: and why these particular sites?

GB: They are easy to use.

MV: Yeah and quick to share on.

FA: I use YouTube like PN for reviews because you get a second opinion and
there is always a video that is relevant to what you are looking for.

Moderator: alright, have you used these websites to view, find or discuss
information/opinions when making purchase decisions?

GB: Yes, when I am looking to purchase a product that I have heard of but
don’t know much about I turn to video sharing websites to help me
because there is always lots of information available. (CODES 4; 5)

FA: Yes I read comments that people leave on the bottom of a product video
too and then depending on what has been said I make a decision on
whether to but the product or not. (CODES 4; 5)

MV: Yes I do consider these sites in making a purchase decision but I don’t
always end up buying the product. (CODE 4)

Moderator: and what prevents you from acting on the information to make a
purchase?

MV: [short pause ] When the eWOM is negative it puts me off buying the
product, even if it is just one negative point about the product or service
and it sounds like a reasonable argument then I wouldn’t buy it.

Moderator: ok, any other opinions?

NK: I am mostly a viewer of comments and reviews on products and am

always interested to see what others have to say about a product and that
influences my decision to buy or not to buy it. (CODE 4)

HH: Yes me too, I don’t normally share my experiences with products but I
will happily read and acknowledge when someone has said in a purchase
decision. (CODE 5)

Moderator: Have you used these websites to gain information from other
users or have you come across information on beauty and personal care
products? When making purchase decisions?

Student ID: 73
PN: yes, I do a quick search when I am looking for beauty product to see what
everyone else has said about the product, mostly go to YouTube. If it
seems like a good product I will consider buying it. (CODE 4)

Moderator: And why YouTube?

PN: The information seems more real, more convincing because you see it as if
you yourself were using it.

HH: yes, I do. On social networking websites my friends will let me know if
they have had a bad experience (CODE 3.2) with a beauty product they
have used and also I get regular updates from brands that I have liked on
Facebook. If it has come from my friends then I will probably buy it once
and try it out.

MV: I don’t usually for beauty and personal care products but occasionally the
odd few things I would read or I have been recommended to look at e.g. a
shaving gel.

FA: Yeah, for guys I don’t think it is the case for beauty products but we do for
gadgets but like MV said although it would be a consideration in a
purchase decision. (CODE 5)

NK: Yes when I am looking for a beauty product I watch channels on YouTube
for opinions and if I think the channel is good, I may make a purchase.
(CODE 4)

GB: Yes I use both types of sites frequently for looking for beauty products and
also find that even if I don’t look for opinions there is generally a lot of
information from other people on beauty products and brands.

Moderator: Is the information or opinion shared by other consumers on

these websites of influence on your intention to purchase?

GB: Yes, it is hard not to be influenced by other people’s opinions on these

sites. You might have a set product in your mind that you like but as soon
as someone advocates it, it’s only a matter of time before you think I
actually want to buy it. (CODE 4)

NK: Yes, I agree it is difficult not to take notice and when there is a product
that you haven’t tried before or a new product that has got people taking
you are only going to want to try it out for yourself. (CODES 4; 2.5)

FA: It would heavily influence my intention to purchase if it was on a social

network where I feel that because all of my mates are talking about it I
should give it a try. (CODES 4; 3.2)

Moderator: ok, any other opinions?....[no further opinions] ok we’ll move on.
When presented with eWOM on social networking websites and video
sharing websites about products like beauty products and brands, what are

Student ID: 74
your motives for taking note of the information? What convinces you that
this information or opinion is worth reading?

NK: If it is clear that it is not just another poor company attempt to get money
and it has actually come from a genuine person. (CODE 1.11)

MV: Yeah and if it is from someone you can trust to give you the right
information. (CODE 1.5)

HH: Who the eWOM has come from, if that person can be trusted to give you a
reliable opinion. (CODE 1.5)

Moderator: What if it was someone you didn’t know, what would indicate that
they are worth trusting?

HH: If they say some of the negative things about a product rather than trying
to fool you by saying that the product is 100% amazing because you are
clearly not going to believe that for a second.

FA: Yes definitely, the opinion is more valuable if it appears honest (CODE
1.5)

Moderator: ok what how about you both, PN and GB? What are your opinions?

PN: I agree with FA, honesty is important to me.

GB: Yes and also I have to like the person’s personality or I have to like the
person themselves. (CODE 1.9)

Moderator: what are your thoughts about the relevance of the eWOM
presented on these websites? Do these websites provide you with information
that is relevant for example to your own decisions for beauty and personal
care products or to you personally? Do you think the relevance of the
information and opinions shared encourages you to read information on
these sites?

NK: They are fairly relevant websites, because that fact that I use them is
already saying that they must be important to me and yes there is always
information that I can find that relates to a decision I am making for a
beauty product. (CODES 1.1; 5)

PN: There is just so much information available on YouTube and on company

Facebook pages. It is more than likely that I will find information or
opinions either from people I know or people that I don’t know that share
something that will be important when I am making a decision for a
beauty product. (CODE 5)

MV: Yes I agree, and the information relevance does encourage me because
you might have a specific problem that you have been having with a

Student ID: 75
 product and so when you see someone recommend or say ‘hey try this it is
better’ you are going to because it is relevant to your situation (CODE 1.1)

Moderator: What aspects make eWOM on social networking websites and video
sharing websites relevant to you?

FA: If I am in need of a product or have been looking for the right product and
haven’t found one yet. (CODE 2.6)

Moderator: Does the perceived accuracy of the eWOM you find on beauty
and personal care products influence your decision to consider it in your
decision making? What are your perceptions of finding accurate brand and
product information from others on these websites?

HH: Yes, for sure if I don’t think it is accurate (CODE 1.2) and has a lot of
detail then I wouldn’t take notice of it or do anything about it. Generally
these sites are ok with giving accurate information and they are more
impartial than listening to anything that has been written on the actual
company page.

Moderator: you mentioned detail, does a comment or opinion which has a lot of
detail signify accuracy?

HH: Yes, the more detailed the more trustworthy.

GB: Relating to the question before, accuracy is important for beauty product
information and opinions because these days there are so many different
types of products on the market and it becomes difficult to make a
decision for yourself so if you have someone who gives you accurate
information about the product it saves you the hassle of going into store
and being faced with the dilemma of choosing from the millions of
products available and ensures that it is reliable (CODE 2.2).

MV: Yes if it is accurate, you don’t have to waste time and making a decision to
buy is easier. (CODE 2.2)

PN: These sites aren’t always an accurate source of information and opinions
although accurate information from others does influence me.

Moderator: Does the recentness and completeness of the information or

opinion found on social networking websites and video sharing websites
influence whether or not you consider it in decision making?

FA: If it isn’t recent then there really isn’t much point considering in your
decision making because it might not even be available anymore and all
the information you would expect to know about that personal care
product should be covered because then you might as well have made an
uninformed decision. (CODE 1.3)

Student ID: 76
HH: I always look at the date of the review too, that is important to me if I am
to use it in my decision making and having a comprehensive review is a
must. (CODES 1.3; 5; 1.4)

PN: I agree with both FA and HH.

NK: Yes me too.

Moderator: what aspects make it complete?

NK: If they have covered everything I think they should have (CODE 1.4).

Moderator: Does the perceived trustworthiness of the provider of the eWOM

information or opinion affect whether or not you will choose to consider what
has been written on these sites? Do you think that these sites are a
trustworthy source of product information?

GB: Yes, because if you don’t trust them as a person how can you possibly
trust the opinion they have given when making a purchase decision.
(CODE 1.5)

PN: I agree.

MV: Yes but even someone you do trust might give you incorrect or
information that isn’t very useful. (CODE 1.1)

HH: Yes I agree with MV.

NK: Yes I do too.

FA: But it is a bit odd if you take note of something from someone you don’t
trust fully.

Moderator: what are your opinions of these sites in terms of trustworthiness?

NK: I don’t think it is so much about the sites themselves but more the person
because there are some people who share frank information and some that
don’t (CODE 1.5).

HH: Yes that is true.

GB: You can trust them but like the others have said it depends more on who it
is coming from.

Moderator: Does the perceived expertise of the individual providing the

eWOM influence your consideration of eWOM for beauty and personal care
products?

Student ID: 77
HH: Yes they have to be an expert in some way. They have to show that they
are experienced with using beauty products. (CODE 1.6)

GB: Not for me, they don’t have to be an expert to know what they are talking
about and I would consider an opinion from a non-expert over an expert
opinion on the basis of whose version I think is more comprehensive.
(CODES 3.4; 1.4)

NK: yes I would be influenced by an expert because they are specialized and
know what they are talking about. You don’t want to listen to just any
opinion when it comes to using products that can affect you physically.
(CODES 3.4; 2.3)

Moderator: what makes it an expert opinion?

HH: If it is from a video sharing website they have to look like an expert so you
an opinion sharer to look well good.

MV: If they actually state and evidence what makes them an expert it is more
credible.

Moderator: If eWOM has been shared by someone who you are socially close
to for example a family member or friend would this influence your
intentions to uptake and consider the information?

FA: Yes, if it is a friend or family member I would respect their opinion more
in my choice for a product or brand. (CODES 3.1; 3.2)

HH: Not for me because someone socially close to me might not have the right
knowledge on choosing a beauty product. (CODE 1.6)

MV: And people on YouTube are not likely to be friends and family but I still
value their opinions and comments. (CODE 3.4)

GB: I would be more likely to take note of what a friend has said because their
opinion of me matters. (CODE 3.2)

NK: I would value a family member opinion over everyone else because they
are they care more about you. (CODE 3.1)

PN: I also value family member opinions. (CODE 3.1)

Moderator: ok, for those of you who said friends are influential in your
consideration of eWOM, if you to receive eWOM from a close friend would
this or has this increased your likelihood to consider it in your purchase
decisions?

FA: Yes a close friend is someone opinion you want to know. (CODE 3.2)

Student ID: 78
GB: For me it doesn’t have to be a close friend to be influential but a friend in
general. (CODE 3.4)

Moderator: ok, of all the factors we have discussed are there any which are
significantly more important than the each other with encouraging you to
consider eWOM in your decisions?

PN: For me trustworthiness of the person is the most important. (CODE 1.5)

GB: I would say social relationships, as they influence me more than

information coming from strangers. (CODES 3.1; 3.2)

MV: I think accuracy and an expert view are the most important factors.
(CODES 1.6; 1.2)

Moderator: In what situations or circumstances do you all find eWOM to be

useful? For example when faced with a difficult decision on which beauty or
personal care brand to choose

HH: When I don’t know much about the product. (CODE 2.1)

PN: Yes, when I don’t really know about many beauty products or brands that
is when eWOM is handy. (CODE 2.1)

NK: When I am faced with a really difficult decision when I am buying.

(CODE 2.2)

GB: I would say when I am faced with a beauty problem for example I have a
really spotty face [Laughs]. (CODE 2.6)

MV: When I don’t know much myself, it helps to have someone else share
something online about it. (CODE 2.1)

FA: When I am making a decision for an expensive high-end product then I

would find eWOM useful, where the decision is risky. (CODE 2.3)

Moderator: Would eWOM found on social networking sites and video

sharing websites influence your decision to switch brands?

MV: Yeah if there was a lot of commotion about it being better than the brand I
use.

HH: Yes it would, if people said negative things about the brand I currently use
and I have found the things they have mentioned to be a problem then I
would switch.

GB: I would only switch if numerous people were saying the same things.
(CODE 5.1)

PN: I agree it has to be more than one individual.

Student ID: 79
Moderator: Tying in with the previous question, would you consider
switching from a beauty product you regularly buy to one you have never
tried based on eWOM on social networking or video sharing websites?

NK: Yes but only if it the opinion is trustworthy i.e. from someone I trust.
(CODE 1.5)

MV: Yes although I would look at what exactly has been said and look at if it is
a detailed enough opinion for me to consider switching. (CODE 1.4; 1.5)

HH: I agree detail is important.

PN: I would only switch if I was dissatisfied with my regular product or brand
or if lots of people said negative things about it like e.g. In the long term it
is really damaging to the skin. (CODE 2.2; 5.1)

FA: I agree with PN on that one.

Moderator: ok, any other opinions?

GB: I would switch if the brand being discussed solves a problem I have faced
with my existing brand (CODES 2.4; 2.6)

Moderator: ok, thank you, I have now covered all that I had hoped to for the
focus group today and will end the focus group here. I would like to thank
you all again for giving up your time to help me with my research and for
sharing your opinions with me. Thank you.

Student ID: 80