A comparison of traditional versus electronic word of mouth as marketing tools / Ramli Saad and Rosliza Md Zani

Saad, Ramli and Md Zani, Rosliza (2021) A comparison of traditional versus electronic word of mouth as marketing tools / Ramli Saad and Rosliza Md Zani. FBM INSIGHTS Universiti Teknologi MARA Cawangan Kedah, 3: 30. pp. 100-102. ISSN 2716-599X

Abstract

Traditionally, the word of mouth (WOM) is taking place through spoken communication shared in a face to face context involving two parties. It is characterized by its synchronicity and the relatively short delay in word and response exchange. Word of mouth can influence consumers to make a decision making, representing the interpersonal influence between sender and receiver, whether positively or negatively influencing the recipient's attitudes (Yang 2017). This can be contributed to the recei ver's perception of the sender's neutrality, increasing the perception of reliability of the message above any company communications.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Saad, Ramli
ramli107@uitm.edu.my
Md Zani, Rosliza
rosliza568@uitm.edu.my
Subjects: H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Marketing > Telemarketing. Internet marketing
Divisions: Universiti Teknologi MARA, Kedah > Sg Petani Campus
Journal or Publication Title: FBM INSIGHTS Universiti Teknologi MARA Cawangan Kedah
ISSN: 2716-599X
Volume: 3
Page Range: pp. 100-102
Keywords: Word of mouth; company communications; private parties
Date: 2021
URI: https://ir.uitm.edu.my/id/eprint/49984
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