Mobile Word of Mouth (MWOM) in Messaging Applications: An Integrative Framework of the Impact of MWOM Communication
Document Type
Article
Publication Date
2017
Keywords
mobile word of mouth (MWOM), electronic word of mouth (eWOM), messaging applications, mobile purchase intention, mobile purchase, whatsapp, viber, line
Abstract
Electronic word of mouth simply refers to brand-related conversations between consumers, and it has been considered as one of the most helpful information sources. The advent of mobile messaging applications (e.g. WhatsApp, Viber, Line) has freely and easily allowed customers to do brand-related conversations usingtheir smartphones, which is called mobile word of mouth (MWOM). The aim of this research is to develop an integrative framework of the impact of MWOM communication among consumers. To do this, we applied five well-establiesdrobust marketing and information systems theories: Theory of Reasoned Action, Theory of Planned Behaviour, Technology Acceptance Model, Information Adoption Model, and Information Acceptance Model. The framework developed in this study provides an important foundation for future MWOM research work.
Digital Object Identifier (DOI)
https://www.ijabms.com/documents/Vol2/No1/7.pdf
Citation / Publisher Attribution
International Journal of Applied Business and Management Studies, v. 2, issue 1, p. 55-67
Scholar Commons Citation
Erkan, İsmail; Elwalda, Abdulaziz; Rahman, Mushfiqur; Sap, Serap; and Dogan, Seden, "Mobile Word of Mouth (MWOM) in Messaging Applications: An Integrative Framework of the Impact of MWOM Communication" (2017). School of Hospitality and Tourism Management Faculty Publications. 8.
https://digitalcommons.usf.edu/hft_facpub/8
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