Different drivers of online and offline word of mouth

 · 1. Introduction. Word of Mouth (WOM) has long been heralded as a more important driver of business success than paid marketing (Misner, ), and the worldwide popularity of online social media (surpassing 2 billion users) made it easier to send and receive it (Dellarocas, C., , Statista,, ).As a result, many companies are moving their metrics from consumer impressions to Cited by:  · The study examines the psychological drivers of word-of -mouth for products, based on data from hundreds of BzzAgent social-marketing campaigns. how product discussions differ online vs.  · Berger, Jonah, and Iyengar, Raghuram (), “Drivers of Online and Offline Word of Mouth,” working paper, the Wharton School, University of Pennsylvania. Google Scholar Berger, Jonah, and Milkman, Katherine (), “What Makes Online Content Viral?”.

categories: online and offline WOM. Due to the new developments in technology, and the increase in the number and importance of online social networks, the internet has become a popular channel in facilitating and spreading WOM messages. Since it has become an important driver of consumer behavior, marketers. the avatars are involved in spreading the Word-of-Mouth (WOM) about both real and purely virtual brands. Word-of- Mouth is “informal, evaluative (positive or negative) talk between two or more people, online or offline, about an organization, brand, product, or service, which may or may not include a recommendation” [6]. These article is. Offline and online word of mouth are both strong purchase drivers, with offline accounting for two-thirds of sales and online accounting for one-third.

4 лют. р. underpins WOM (word of mouth) communication [7]. One of the most important eWOM drivers is the customer satisfaction or dissatisfaction. 24 лист. р. In our framework, WOM types differ with regard to (1) their digital nature, such that IOS and SM WOM are online but f2f WOM is offline;. This research also found that while social and functional drivers are the most important for promotion via WOM online, the emotional driver predominates offline.