Perilaku Electronic Word of Mouth dalam Komunitas Belanja Daring: Studi Netnografi pada Pengguna Shopee dan TikTok Shop
DOI:
https://doi.org/10.61722/jiem.v4i8.12447Keywords:
Electronic Word Of Mouth, Online Community, Netnography, Shopee, Tiktok Shop, Social CommerceAbstract
This study seeks to understand how consumers produce, evaluate, circulate, and negotiate electronic word of mouth (eWOM) within online shopping communities on Shopee and TikTok Shop. It adopts a non-participant observational netnography and a cross-platform comparative design. The intended corpus covers product reviews, video comments, livestream conversations, user replies, and seller responses concerning local beauty products from January to June 2026. Data are purposively selected based on relevance, interactional richness, contextual traceability, and user engagement. Analysis proceeds through initial coding, category development, cross-case theme construction, and digital-cultural interpretation. The analytical framework identifies five themes to be verified against the final corpus: eWOM as experiential evidence, collective verification work, negotiation of authenticity, the transformation of recommendations into advocacy or warnings, and distinct platform logics. Shopee tends to condense eWOM into structured transactional evidence, whereas TikTok Shop turns it into performative, rapid, emotional, and algorithmically visible conversation. The study proposes a community-based eWOM process model linking experience, articulation, social validation, platform amplification, and market consequences. Managerially, sellers should manage eWOM as a dialogic process rather than merely maximizing positive review volume. Because the empirical corpus is not included in this draft, all data counts and findings must be validated before journal submission.
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