University of Twente Student Theses


Electronic word-of-mouth

Ruiterkamp, L. (2013) Electronic word-of-mouth.

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Abstract:Electronic word-of-mouth (eWOM), as a source of user-generated content, has proven to be of great influence on consumers’ online decision making processes. In this research, online reviews – as a source of eWOM – were used to study the effects source credibility of a reviewer and popularity of a review on individuals’ brand attitude, purchase intention, and perceived quality. Making use of the media richness theory, the moderating roles of the three online media used in this study (blogwebsite, microblogwebsite, and recommendation website) were predicted. Respondents were asked to complete an online questionnaire, in which one of the stimulus conditions was shown. Previously validated scales were used to measure all independent as well as dependent variables. Results show that source credibility and popularity all significantly influence individuals’ brand attitude, purchase intention, and perceived quality. When the three online media were taken into account, results were not all significant. However, there is an interesting role for the immediacy of feedback on the effect of popularity on the dependent variables.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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