Using networked narratives to understand internet book reviews in online communities

Abstract

Purpose – The aim of this paper was to investigate word-of-mouth communication behavior and other interactions between bloggers writing book testimonials and their community of readers in order to develop a method and strategy for enhancing word-of-mouth communication about books. Design/methodology/approach – This study conducted a netnographic investigation to explore word-of-mouth communication and interactions about new books between bloggers and their community of readers. Netnography is a qualitative approach for exploring the information exchange among online community members. Findings – It was found that personality traits, testimonials, and the responses of community readers to bloggers affected word-of-mouth related to books. Exposure to testimonials with commercial characteristics will not necessarily hinder the word-of-mouth about books. Practical implications – These results may provide a reference for publishers or related businesses that sell books or products via blogs during the planning of their marketing strategies. Originality/value – Businesses value the effects of online communities on marketing communication. This study provides insights into the communication between bloggers and their community of readers by demonstrating how word-of-mouth affects the promotion of books. This could facilitate the selection of relevant recommendations by management.