Abstract:
Nowadays, the power has shifted to consumers, people trust people and not marketers and
adverts, therefore word of mouth (WOM) has more power than never before. There is an
emerging attention on the effectiveness of Electronic Word-of-Mouth communication.
Electronic Word-of-Mouth just happened from last few years, so does the community forum
appears such as MIUI Forum Indonesia as a place where XiaoMi lovers gathered. This paper
will answer the research question on: “How Electronic Word-of-Mouth applied by the
community forum of the XiaoMi Technology?” The data will be collected from the participants
who have experienced directly to the phenomenon of Electronic Word-of-Mouth. The
researcher wants to see How Electronic Word-of-Mouth applied by the community forum of
XiaoMi Technology. The researcher using a qualitative method and will held an in-depth
interview with the informant and I am using the nine main elements as my result.
