Internet word-of-mouth (WOM) has a powerful impact on the consumer information search process. However, richness in information causes information overload. Consumers are not able to efficiently find the information they need among numerous and often redundant WOM postings and forums. As consumers become knowledgeable about WOM outlets, they may lower their search cost as they learn what kind of information to expect on various WOM forums. This con ceptual paper develops research propositions to explain: 1) types of information consumers expect to see on different types of WOM forums, and 2) how expectations relate to satisfaction with WOM information and forums.
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