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Research seminar by visiting marketing professor

14 August 2017

27 Sep

Dr Jeff Baker, Associate Professor of Marketing at the American University of Sharjah.

27 September 2017 01:00 p.m.
27 September 2017 02:00 p.m.
MSB.1.01, level one, Waikato Management School, Hillcrest Road, Hamilton
Gate 10 carpark, off Silverdale Road, Hamilton
Rebekah Crosswell

Dr Jeff Baker, Associate Professsor of Marketing at the American University of Sharjah, in the United Arab Emirates, will give a research seminar on Wednesday, 27 September, from 1pm - 2pm.

The topic of his talk will be 'Determinants of writing positive and negative electronic word-of-mouth'.

Electronic word of mouth (eWOM) through online reviews has become an important information resource when people make purchasing decisions.

Online reviews are also an important way in which people express online and offline opinions. Many studies have focused on how eWOM affects readers’ behaviour or how readers adopt eWOM content.

This study takes a different approach by investigating the differing motivations behind online reviewers’ posting of positive and negative eWOM.

For this purpose, we develop a two-stage expectation confirmation-based research model. We collected survey results from 438 TripAdvisor reviewers to compare the determinants of writing positive eWOM with those for negative eWOM.

This study is one of the first attempts to compare the behaviour of writing positive and negative eWOM by examining both the writer’s expectation confirmation with respect to the product/service and the writer’s expectation confirmation with respect to other writers’ previous eWOM.

Dr Baker's research focuses on IT strategy, with emphases on strategic alignment, strategies in electronic commerce, and the business value of IT

His research has appeared in the Journal of the AIS, the Journal of Strategic Information Systems, Decision Support Systems, Communications of the AIS, and other journals. Beyond research, Jeff finds teaching and mentoring students to be the most rewarding part of his work. 

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