And my colleague James has published his wonderful posts of “You time”(here, here and here), we’d like to share you some concepts and glossaries that CIC we established or collected. Those have become part of CIC’s language in work. If you are interested and new in IWOM research, hope those basic glossaries can help you get a start.
WOM: Abbreviation of “word of mouth”. Passing of information by verbal means, especially recommendations, but also general information, in an informal, person-to-person manner, rather than by mass media, advertising, organized publication, or traditional marketing. Word of mouth is typically considered as spoken communication, although web dialogue, such as blogs, BBS and emails are often now included in the definition.
IWOM: Abbreviation of “Internet Word of Mouth”. It stands for text and multimedia content related to companies, products or services shared by netizens, including brands and consumers, via online community platforms such as BBS (online message boards), blogs and video sites.
Buzz: Online discussion via online channels is considered as buzz. The word originates from the “sound” of lots of people talking (also, the sound that a bee makes)
Efluencer: All the consumers who are discussing brands, produces or services by posting content via online platforms like BBS, Blog and Video Sharing sites.
Online Opinion Leader: The most active efluencers who create, influence and participate.
E-community: E-community contains three key elements: platform, topics and members. platforms indicate the communicating platforms such as BBS, comments, blog, Wikipedia, Instant Messaging and so on. Community topics are the messages which can meet the special needs of the community members or arose their common interests so as to join the community activities. Community members are those who gather and live in the community. All these elements form the real culture and environment of E-community.
L-K-P™: Stand for Listen-Know-Participate framework. It is the model that CIC offers to clients while doing IWOM research. “Listen” means listening to netizens’ feedback and advice . “Know” means understanding the communities and cultures. Participate means to participate in consumers’ online conversation.
p.s. See the post content in Chinese at here.
