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Wom Or Ewom, Is There A Difference?: An Extension Of The Social Communication Theory To Consumer Purchase Related Attitudes, Mcdowell Porter

LSU Doctoral Dissertations

While traditional word of mouth (WOM) and electronic word of mouth (eWOM) have both been shown to highly impact consumer behavior, there is a deficit in our knowledge of how they compare to one another. My dissertation research addresses the lack of empirical studies that compare WOM promotion in the form of face-to-face interaction to eWOM promotion in the form of computer-mediated communication, especially using Web 2.0 technologies. This research tests the assumption that WOM is superior to eWOM and, if so, how to extend eWOM to improve its performance against WOM. Essay One introduces a proposed conceptual framework to …