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Investigation of online word-of-mouth dimensions


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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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
UTAS Author:Yang, L (Dr Lin Yang)
ID Code:124071
Year Published:2015
Deposited By:TSBE
Deposited On:2018-02-07
Last Modified:2018-03-22

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