Vol 6 No 2 Spring 2006

Note From Guest Editor
Steve Edwards
Measuring Motivations for Online Opinion Seeking
Ronald E. Goldsmith and David Horowitz
Building Trust with Consensus Information: The Effects of Valence and Sequence Direction
Ray L. Benedicktus and Melinda L. Andrews
From Subservient Chickens to Brawny Men: A Comparison of Viral Advertising to Television Advertising
Lance Porter and Guy J. Golan
Relationships between Blogs as eWOM and Interactivity, Perceived Interactivity, and Parasocial Interaction
Kjerstin S. Thorson and Shelly Rodgers
Online Discussion Groups as Socal Networks: An Empirical Investigation of Word-Of-Mouth on the Internet
Alexandre Steyer, Renaud Garcia-Bardidia, and Pascale Quester
Elecronic Word-of-Mouth: A Comparison of Stated and Revealed Behavior on Electronic Discussion Boards
John Fong and Suzan Burton
Electronic Word-of-Mouth in Online Environments: Exploring Referral Networks Structure and Adoption Behavior
Antti Vilpponen, Susanna Winter, and Sanna Sundqvist