Evaluating the power of online forums in consumer buyer behaviour

Abstract

PURPOSE: This research aims to examine the power and influence of online forums in shaping consumer buyer behaviour in Ireland. DESIGN/METHODOLOGY/APPROACH: The researcher adopted Creswell’s (2011) exploratory sequential design of; qualitative research, building to quantitative research. Data collection was divided into two phases, the first being a qualitative approach of semi-structured interviews followed by quantitative online questionnaire. Judgement sampling technique was applied to both phases. Semi-structured Interviews were undertaken with four industry experts ranging from online community managers to online forum founders. The second phase of the research consisted of digital questionnaires targeting the users of online forums. Data collection was performed using a web-based survey tool ‘Survey Monkey’. FINDINGS: The findings suggest that online forums influence the buyer behaviour of forum users but also of non-users, as the content within online forums appears within the results of search engines. It was also found that users of online forums are categorised as early adaptors. However, while the results suggest that online forums have influential value during the decision making process, advertisements within online forums have little to no impact in the influence of consumers purchases, therefore companies should look at using online forums for relationship marketing, market research and listening to consumers. RESEARCH LIMITATIONS/IMPLICATIONS: Defining the sample size within an online forum has presented a number of challenges. The researcher found, as previous research highlighted that sampling and distribution remain a challenge to any online survey. However, it still remains the only way to access groups and individuals who would be difficult, if not impossible, to reach through other channels (Andrews et al., 2003). ii

ORIGINALITY/VALUE: This research provides useful insights into the value of online forums to marketers and provides seminal academic research on the influence of online forums in Ireland. This research will be a useful tool for researchers conducting experimental research in the area. SUGGESTIONS FOR FURTHER RESEARCH: Further research on online forums in Ireland could focus on more specific industries or sectors. This could, in turn, present a larger amount of qualitative and quantitative responses. A case study approach could also be applied to highlight incidences of best practice. Furthermore, additional research into this area may perhaps adopt the same methodology along with incorporating an ethnographic approach to discover social patterns and meanings (Schensul et al., 1999) and is known for being the best technique for providing insight into consumer behaviours of online communities (Kozinets, 2002)