Contrasting various forms of negative electronic WOM with negative interpersonal WOM on trust, attitude and purchase intention in Morocco
Dissertant
Thesis advisor
University
Al Akhawayn University
Faculty
The School of Business Administration
University Country
Morocco
Degree
Master
Degree Date
2014
English Abstract
Today, many customers consult online reviews and social media channels before making purchase decisions.
As such, the influence of electronic communication compared to interpersonal communication has become an important area of study.
The purpose of this research was to explore whether various forms of negative electronic word-of mouth (e-WOM) have more influence than negative interpersonal word of mouth (WOM) on trust, attitude, and purchase intention.
Data was gathered from 336 Moroccan workers who responded to an online survey.
Results indicate that interpersonal WOM is more influential and powerful than any of the e-WOM channels regarding intention, trust and attitude.
From a practical perspective, these results suggest that marketers should pay closer attention to customers‟ satisfaction and to their direct interaction with customers rather than directing extensive budgets towards online marketing campaigns at the expense of interpersonal WOM.
Main Subjects
Business Administration
Marketing
Topics
No. of Pages
59
Table of Contents
Table of contents.
Abstract.
Chapter One : Introduction.
Chapter Two : Research question.
Chapter Three : Literature review.
Chapter Four : Research methodology.
Chapter Five : Data and analysis.
Chapter Six : Discussion.
Chapter Seven : Conclusion.
References.
American Psychological Association (APA)
Fathi, Boutaina Berrada. (2014). Contrasting various forms of negative electronic WOM with negative interpersonal WOM on trust, attitude and purchase intention in Morocco. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-625784
Modern Language Association (MLA)
Fathi, Boutaina Berrada. Contrasting various forms of negative electronic WOM with negative interpersonal WOM on trust, attitude and purchase intention in Morocco. (Master's theses Theses and Dissertations Master). Al Akhawayn University. (2014).
https://search.emarefa.net/detail/BIM-625784
American Medical Association (AMA)
Fathi, Boutaina Berrada. (2014). Contrasting various forms of negative electronic WOM with negative interpersonal WOM on trust, attitude and purchase intention in Morocco. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-625784
Language
English
Data Type
Arab Theses
Record ID
BIM-625784
