articleCanadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l AdministrationMar 1, 2010Closed access

e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context

IGIsabelle GoyetteLRLine RicardJBJasmin BergeronFMFrançois Marticotte

Czech Agrifood Research Center · Institute of Crop Science · +1 more institution

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Abstract

Abstract In this article, using data from a survey of 218 consumers across two samples, we propose a measurement scale for word of mouth (e‐WOM scale) in the context of electronic service. A battery of statistical tests reveals that the WOM construct encompasses four dimensions: WOM intensity, positive valence WOM, negative valence WOM, and WOM content. Our proposed e‐WOM scale can be used as a strategic tool for business managers aiming to improve their word‐of‐mouth marketing strategies. Copyright © 2010 ASAC. Published by John Wiley & Sons, Ltd.

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683
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Authors

4

Topics & keywords

Topics
Keywords
  • Word of mouth
  • Valence (chemistry)
  • Scale (ratio)
  • Context (archaeology)
  • Advertising
  • Psychology
  • Computer science
  • Marketing
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