Share these talks and lectures with your colleaguesInvite colleagues
A comparative study of face-to-face word-of-mouth and social electronic word-of-mouth
Face-to-face word-of-mouth (F2F WOM) can be more persuasive than electronic WOM (eWOM) communications in general. This paper identifies social eWOM as a distinctive form of eWOM that occurs within restricted, known networks on social media. In this sense, social eWOM is different from anonymous eWOM. The paper compares how WOM receivers perceive WOM givers in F2F situations and on social media platforms. It also compares the effectiveness of social eWOM and F2F WOM communication on consumer learning and attitudes. The findings reveal that F2F WOM communications have more persuasive power than social eWOM with respect to knowledge gain, information-sharing behaviours, brand attitudes and future purchase intention. As for the relationships between WOM givers and receivers, F2F WOM sources tend to be perceived as having stronger ties than social eWOM sources, while also being more homophilous and trustworthy. The results of the study suggest that social eWOM is also effective for various marketing outcomes, although it falls short of F2F WOM.
The full article is available to institutions that have subscribed to the journal
Junga Kim is an Assistant Professor in the School of Communication at the University of North Florida. Her primary research focuses on information seeking behaviour, interpersonal communication on the internet and the effects of interactive advertising. Her work has been published in academic journals such as Journal of Marketing Communication, Journal of Advertising Research, Journal of Health Communication, Risk Management, Online Information Review, International Journal of Internet Marketing and Advertising, Asian Journal of Communication and Drug Information Journal.
Chunsik Lee is an Assistant Professor in the School of Communication at the University of North Florida. His research interests focus on new media advertising effects, consumer online trust and social media. His research has been published in a number of academic journals, including Journal of Marketing Communications, Online Information Review, Asian Journal of Communication and the International Journal of Internet Marketing and Advertising.