Differences Word-of-Mouth and E-WOM

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Differences Word-of-Mouth and E-WOM
Marten van der Zee, Student (University), Netherlands

Word-of-mouth is an often used concept in advertising practices. One major development since the internet development is the (relative) new concept of Electronic Word-of-Mouth.
- The old, regular Word-of-Mouth (WOM) is defined as: 'informal person-to-person communication between a perceived non-advertising communicator and a consumer about ownership, or characteristics of a brand, a product, a service, an organization or a seller' (Ladhari, 2007).
- Electronic Word-of-Mouth (e-WOM) communication has been defined as: 'any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet' (Hennig-Thurau, Gwinner, Walsh, Gremler. 2004). This definition covers various advertising platforms including websites, instant messaging, blogs, text messaging, social networking sites, online reviews, emails.
For more information about new advertising methods on the internet I refer to my comment 'Different Types of Online Advertising'.
Sources: Ladhari, R. (2007) The Effect of Consumption Emotions on Satisfaction and Word-of-Mouth Communications. Psychology and Marketing, Vol. 24, Iss. 12, P. 1085.
Hennig-Thurau, FT, Gwinner, K.P, Walsh G. & Gremler, D.D. (2004) Electronic Word-of-Mouth via Consumer-opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? Journal of Interactive Marketing, Vol. 18, Iss 1, pp. 38-52.
Strutton, D. Taylor, D. G. Thompson, K., (2011) Investigating Generational Differences in e-WOM Behaviours for Advertising Purposes, does X = Y?. International Journal of Advertising. Vol 30. Iss 4. Pp. 559-586.



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