| dc.description.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) | en |
