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Investigation of online word-of-mouth dimensions
Citation
Yang, L and Fam, K-S and Richard, JE and Liu, W, Investigation of online word-of-mouth dimensions, Marketing and Tourism Conference 2015: Travel, discovery, and marketing, 29 June - 01 July 2015, Portugal, pp. 1-14. ISBN 978-0-473-32089-8 (2015) [Conference Extract]
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Abstract
Although there has been an increasing number of research around online word-of-mouth
(WOM), a variety of definitions have been adopted without indicating explicitly as to what
specific aspects the concept contains or adequately specifying the conceptual meaning of
online WOM. The aim of this research is to review the existing definition of online WOM
concept and its dimensions, and empirically test the dimensionality of OWOM in a different
context from which it was initially developed. Survey data were collected from 574
respondents through an online survey administered in China. The findings revealed
unidimensionality of online WOM, but containing three different aspects. The possible
factors contributing to this finding are discussed and future research directions are presented.
Item Details
| Item Type: | Conference Extract |
|---|---|
| Keywords: | online word of mouth dimensions, EWOM, China |
| Research Division: | Commerce, Management, Tourism and Services |
| Research Group: | Marketing |
| Research Field: | Marketing not elsewhere classified |
| Objective Division: | Economic Framework |
| Objective Group: | Management and Productivity |
| Objective Field: | Marketing |
| Author: | Yang, L (Dr Lin Yang) |
| ID Code: | 124071 |
| Year Published: | 2015 |
| Deposited By: | Tasmanian School of Business and Economics |
| Deposited On: | 2018-02-07 |
| Last Modified: | 2018-03-22 |
| Downloads: | 0 |
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