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The Effects of Electronic Word-of-Mouth: An Exploratory Study.

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Please use this identifier to cite or link to this item: http://hdl.handle.net/1928/10319

The Effects of Electronic Word-of-Mouth: An Exploratory Study.

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Title: The Effects of Electronic Word-of-Mouth: An Exploratory Study.
Author: Li, Bodi
Advisor(s): Werder, Olaf
Committee Member(s): Schaefer, Richard
McGivern, Elaine
Department: University of New Mexico. Dept. of Communication and Journalism
Subject(s): Electronic Word-of-Mouth
eWOM
Word-of-Mouth
online customer review
WOM
Diffusion of Innovations
LC Subject(s): Communication in marketing
Word-of-mouth advertising
Advertising--Social aspects
Degree Level: Masters
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.
Graduation Date: December 2009
URI: http://hdl.handle.net/1928/10319

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