Customer creation in new markets - A multiple case study of using eWOM to create new customers

Abstract

In this paper we have looked to give clarity into how early adopters creates customers through the use of eWOM in new markets. To answer this question a qualitative multiple case study was made, collecting data through eight interviews divided across two contrasting cases. Our findings showed that depending on the level of public visibility and the customer’s commitment level to a product or service the reliance on eWOM would differ. People looking into purchasing products or services with low public visibility and high commitment level were found to use more eWOM sources before making their decision to purchase the product/service as a way to reduce their felt risk of doing said purchase. In contrast people interested in products or services with high public visibility and low commitment level would barely use any eWOM sources. From the findings of this study a model for eWOM reliance for products and services in new markets could be drafted. To create a complete model future research is suggested to cover more products of varying levels of public visibility and customer commitment.