A comparative study of face-to-face word-of-mouth and social electronic word-of-mouth

Abstract

Face-to-face word-of-mouth (F2F WOM) can be more persuasive than electronic WOM (eWOM) communications in general. This paper identifies social eWOM as a distinctive form of eWOM that occurs within restricted, known networks on social media. In this sense, social eWOM is different from anonymous eWOM. The paper compares how WOM receivers perceive WOM givers in F2F situations and on social media platforms. It also compares the effectiveness of social eWOM and F2F WOM communication on consumer learning and attitudes. The findings reveal that F2F WOM communications have more persuasive power than social eWOM with respect to knowledge gain, information-sharing behaviours, brand attitudes and future purchase intention. As for the relationships between WOM givers and receivers, F2F WOM sources tend to be perceived as having stronger ties than social eWOM sources, while also being more homophilous and trustworthy. The results of the study suggest that social eWOM is also effective for various marketing outcomes, although it falls short of F2F WOM.