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The Impact of e-WOM: Determinants of Influence

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Advances in Advertising Research (Vol. 2)

Abstract

Marketing literature have shown personal influences have a great importance on consumer behavior. Opinions by other consumers have been found to exert a significant impact on consumers’ buying decisions (Arndt, 1967; Chatterjee, 2001; Katz and Lazarfeld, 1955), as well as on post-purchase product perceptions (Bone, 1995). This communication process is called word of mouth (WOM) and it is considered more effective than traditional marketing tools such as personal selling and advertising (Engel et al., 1969; Goldsmith and Horowitz, 2006; Katz and Lazarfeld, 1955).

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  1. University of Murcia, Spain

    Manuela López & María Sicilia

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  1. Manuela López
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  2. María Sicilia
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Shintaro Okazaki

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López, M., Sicilia, M. (2011). The Impact of e-WOM: Determinants of Influence. In: Okazaki, S. (eds) Advances in Advertising Research (Vol. 2). Gabler. https://doi.org/10.1007/978-3-8349-6854-8_14

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