Word-of-mouth in online forums : a content analysis on discussion made on the Nanyang Business School (NBS) online forum

Abstract

The emergence of the World Wide Web has given rise to increased online conversations. Such online conversations offer marketers an attractive opportunity to gain access to potentially useful data generated through word-of-mouth (WOM). Forums, a type of web-based communication, allow consumers to share their opinions and views on different issues with other consumers. The focus of our study is to examine the word-of-mouth generated in the Nanyang Business School (NBS) forum for the purpose of understanding students’ interests and concerns.