Peer to peer recommendations: a comparison of electronic discussion boards

Suzan Burton, John Fong

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review

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The important influence of peer recommendations on consumer purchases has been strongly established. However, the growth of electronic discussion boards has recently created an additional channel for product recommendations and endorsements between people who have never met, and anecdotal reports suggest that such recommendations can be influential in subsequent choice. This study examines and compares Peer-to-Peer recommendations on digital camera electronic discussion boards within US and China based websites. The analysis showed differences in the pattern of brand mentions across the two websites and a significant country of origin effect among users of a Chinese web site, in the form of a significantly higher frequency of negative references to brands originating from Japan. Information seeking behaviour was also found to vary between the two sites, with users of the China based website more likely to request information, thus possibly increasing the likelihood of, and influence of, Peer-to-Peer recommendations for users of this website.
Original languageEnglish
Title of host publicationRejuvenating marketing
Subtitle of host publicationproceedings of the 34th EMAC Conference
EditorsG. Troilo
Place of PublicationBrussels, Belgium
PublisherEuropean Institute for Advanced Studies in Management (EIASM)
Number of pages10
Publication statusPublished - 2005
EventEuropean Marketing Academy Conference (34th : 2005) - Milan, Italy
Duration: 24 May 200527 May 2005


ConferenceEuropean Marketing Academy Conference (34th : 2005)
CityMilan, Italy


  • word-of-mouth
  • peer-to-peer recommendations
  • internet marketing


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