eThesis - Kauppakorkeakoulun sähköiset gradut

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PURPOSE OF THE STUDY The purpose of the study is to identify and describe consumer motivations especially for providing electronic word-of-mouth (eWOM) in virtual pet communities. Virtual communities and especially eWOM communication are becoming more popular and affecting consumer buying-decisions by providing extensive information to consumers. Thus, it is important to understand consumer motivations behind this behaviour. Theoretical framework has been conducted after approaching theories from three perspectives: virtual communities, eWOM and consumer motivations for eWOM.

DATA Qualitative research method, netnography, was chosen in order to provide deeper understanding of the underlying consumer motivations behind providing eWOM communication virtual pet communities. Data was collected from Kissamaailma.net virtual pet community‘s discussion boards in the Internet. Data set consisted of virtual pet community members‘ eWOM messages about cats and especially about feeding cats and cat food brands. Total number of analyzed messages was 1 134 and these messages were analyzed through content analysis and divided to motivation categories presented in the theoretical framework emerged from the literature review.

RESULTS Findings of the study suggest that there are seven distinctive motivations that motivate consumers to provide eWOM in virtual pet communities: concern for other consumers and their pets, helping the company, social benefits, extraversion/self-enhancement, venting negative feelings, exertion of power over companies and advice seeking. Evident from the study is that concern for other consumers and especially their pets, advice seeking and social benefits are what motivate consumers most. Additionally, virtual pet communities and eWOM in them were found to be excellent information source to companies as well as consumers.