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What Makes Offline Word-Of-Mouth More Influential Than Online Word-Of-Mouth?

Author

Listed:
  • Ahmet Bayraktar
  • Emine Erdogan

Abstract

In this paper, we examine online and offline WOM communication channels in terms of their effectiveness. We explore the factors that make offline WOM more influential than online WOM. Furthermore, we explore how personal characteristics, culture and product categories and features influence consumer preference of one channel to the other. In addition, we examine the channel characteristics that influence consumer preference of one to the other. This study suggests that the strength of ties and the quality of communication are the antecedents to the effectiveness of WOM communication channel. Moreover, it suggests that the value of information mediates the relationship between the strength of ties and the effectiveness of WOM. The study also argues that consumers trust offline WOM more when they seek information about services. On the other hand, they pay more attention to expertise when they seek information about products with high complexity. The study indicates that mindful consumers tend to engage in online WOM more than less mindful or mindless consumers. Besides, consumers in individualist culture use online communication channel more than those in collectivist culture do in order to obtain information about products.

Suggested Citation

  • Ahmet Bayraktar & Emine Erdogan, 2015. "What Makes Offline Word-Of-Mouth More Influential Than Online Word-Of-Mouth?," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 9(2), pages 95-107.
    • Handle: RePEc:ibf:gjbres:v:9:y:2015:i:2:p:95-107
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    References listed on IDEAS

    as
    1. Chrysanthos Dellarocas, 2003. "The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms," Management Science, INFORMS, vol. 49(10), pages 1407-1424, October.
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    3. Kristine de Valck & Roberts V. Kozinets & Andrea C. Wojnicki & Sarah J.S. Wilner, 2010. "Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities," Post-Print hal-00458424, HAL.
    4. Sivadas, Eugene & Bruvold, Norman T. & Nelson, Michelle R., 2008. "A reduced version of the horizontal and vertical individualism and collectivism scale: A four-country assessment," Journal of Business Research, Elsevier, vol. 61(3), pages 201-210, March.
    5. David Godes & Dina Mayzlin, 2004. "Using Online Conversations to Study Word-of-Mouth Communication," Marketing Science, INFORMS, vol. 23(4), pages 545-560, June.
    6. Dellarocas, Chrysanthos, 2003. "The Digitization of Word-of-mouth: Promise and Challenges of Online Feedback Mechanisms," Working papers 4296-03, Massachusetts Institute of Technology (MIT), Sloan School of Management.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    WOM Communication; Online WOM; Offline WOM; Online Reviews;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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