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conference contribution
posted on 2025-01-15, 01:12authored byLin YangLin Yang, K-S Fam, JE Richard, W Liu
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.
History
Publication title
Marketing and Tourism Conference 2015: Travel, discovery, and marketing
Editors
K-S Fam and PQ Brito
Pagination
1-14
ISBN
978-0-473-32089-8
Department/School
TSBE
Publisher
Porto Business School
Place of publication
Portugal
Event title
Marketing and Tourism Conference 2015
Event Venue
Portugal
Date of Event (Start Date)
2015-06-29
Date of Event (End Date)
2015-07-01
Socio-economic Objectives
150303 Marketing, 280106 Expanding knowledge in commerce, management, tourism and services