Communication ETDs

Author

Bodi Li

Publication Date

12-1-2009

Abstract

Although marketing and advertising professionals tend to believe the effectiveness of electronic word-of-mouth (eWOM), few studies have confirmed the eWOM effects. Therefore, this study conducted a test of eWOM effects in a laboratory experiment. Subjects were randomly assigned into three groups: advertising only, advertising and positive eWOM, and advertising and negative eWOM. Results showed that eWOM possesses influences on consumers attitudes and purchase intentions, however the effects of positive eWOM are very limited. Results also showed that the effects of negative eWOM carry more weight than positive eWOM. This study also uncovered the complexity of eWOM effects. It is likely that the eWOM effects on changing attitude toward the brand are more direct and significant than the effects on attitude toward the ad and purchase intention. Besides, the effectiveness of eWOM may rest on the fulfillment of other antecedents. Implications for marketing practice were discussed.

Language

English

Keywords

Electronic Word-of-Mouth, eWOM, Word-of-Mouth, online customer review, WOM, Diffusion of Innovations

Document Type

Thesis

Degree Name

Communication

Level of Degree

Masters

Department Name

Department of Communication and Journalism

First Advisor

Werder, Olaf

First Committee Member (Chair)

Schaefer, Richard

Second Committee Member

McGivern, Elaine

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