Traditional or electronic: why all word of mouth is not created equal

Dahl, Stephan, and Eagle, Lynne (2012) Traditional or electronic: why all word of mouth is not created equal. In: 41th Annual Conference of European Marketing Academy, pp. 2-7. From: Marketing to Citizens: EMAC 2012, Lisbon, Portugal, 22-25 May 2012.

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Abstract

Based on a three-country survey, this paper compares and identifies which motivators to engage in online and off-line word of mouth play a significant role in motivating people to engage in referral behaviour. While both types of WOM have a common foundation in that satisfaction with the product is important; online WOM is more likely to occur if the product has a novelty value or the message is entertaining. The paper contests the often obliquely made conjecture that online and off-line WOM are identical.

Item ID: 22337
Item Type: Conference Item (Other)
Keywords: WOM, eWOM, tWOM, online, off-line
Date Deposited: 15 Apr 2013 02:50
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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