Word-of-mouth in online forums : a content analysis on discussion made on the Nanyang Business School (NBS) online forum

• Main Authors: Lim, Pamela Ee Pei, Tok, Pei Jun, Ee, Christopher Guan Sheng
• Other Authors: Chung, Cindy Mann Yien
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/10171
• Institution: Nanyang Technological University

The emergence of the World Wide Web has given rise to increased online conversations. Such online conversations offer marketers an attractive opportunity to gain access to potentially useful data generated through word-of-mouth (WOM). Forums, a type of web-based communication, allow consumers to sh...