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COMPARING THE EFFECT OF ONLINE WORD-OF-MOUTH COMMUNICATION VERSUS PRINT ADVERTISEMENTS ON INTENTIONS USING EXPERIMENTAL DESIGN

Year 2007, Volume: 8 Issue: 1, 69 - 86, 01.03.2007

Gül Bayraktaroğlu Bilge Aykol

Abstract

Portals allowing consumers to share experiences on the Internet which are called blogs have become an information source that customers use more and more. This study aims to compare the effect of advertisements-an impersonal communication tool- with blogs- a personal communication tool- using an experimental design. The effect of blogs and advertisements on purchasing intentions of university students for mobile phones was investigated through experimental design which was conducted on four groups of university students, all of which included about 20 individuals. Findings indicate that exposure to different information sources like blogs and ads created a significant difference on intentions. The change caused by the exposure was greater for blogs than for ads. Unfavorable blogs created the largest change on intentions. These findings may warn marketers to consider online communication more and take precautions against negative online word-of-mouth communication.

Keywords

Blog Advertisement Mobile Phone

References

  • Beales, H., Jagis, M.B., Salop, C. and Staelin, R. (1981). Consumer Search and Public Policy. Journal of Consumer Research, 8 (June), 11-22.
  • Bickart, B. and Schindler, R.M. (2001). Internet Forums as Influential Sources of Consumer Information. Journal of Interactive Marketing, 15(3), 31-40.
  • Blackwell, R.D., Miniard, P.W. and Engel, James F. (2001). Consumer Behavior. Ohio: South-Western.
  • Bloch, P.H., Sherrell, D.L. and Ridgway, N.M. (1986). Consumer Search: An Extended Framework. Journal of Consumer Research, 13 (June), 119-126.
  • Blythe, J. (2003) Essentials of Marketing Communications. Malaysia Pearson: Education.
  • Coakes, S.J. and Steed, L.G. (2001). SPSS Analysis without Anguish, Singapore: John Wiley and Sons Ltd.
  • Dwyer, P. (2007). Measuring the Value of Electronic Word of Mouth and its Impact in Consumer Communities. Journal of Interactive Marketing, 21(2), 63-79.
  • Fill, C. (2002). Marketing Communications: Contexts, Strategies and Applications. Spain: Pearson Education.
  • Fong, J. and Burton, S. (2006). Online Word-of-Mouth: A Comparison of American and Chinese Discussion Boards. Asia Pacific Journal of Marketing and Logistics, 18(2), 146-156.
  • George, D. and Mallary, P. (2003). SPSS for Windows Step by Step. Boston: Pearson Education Inc.
  • Hennig-Thurau, T., Gwinner, K.P., Walsh, G. and Gremler, D.D. (2004). Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
  • Herr, P. M., Kardes, F. R. and Kim, J. (1991). Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility- Diagnosticity Perspective. Journal of Consumer Research, 17(4), 454–462.
  • Huang, J. and Chen, Y. (2006). Herding in Online Product Choice. Psychology and Marketing, 23(5), 413-428.
  • Kotler, P. and Armstrong, G. (2006). Principles of Marketing. New Jersey: Pearson Education.
  • Laere, K.V. and Heene, A. (2003). Social Networks as a Source of Competitive Advantage for the Firm. Journal of Workplace Learning, 15(6), 248-258.
  • Lee, E., Lee, J. and Schumann, D.W. (2002). The Influence of Communication Source and Mode on Consumer Adoption of Technological Innovations. The Journal of Consumer Affairs, 36(1), 1-27.
  • Midley, D.F. (1983). Patterns of Interpersonal Information Seeking for the Purchase of a Symbolic Product. Journal of Marketing Research, 20 (February), 74-83.
  • Mitra, K., Reiss, M.C. and Capella, L.M. (1999). An Examination of Perceived Risk, Information Search and Behavioral Intentions in Search, Experience and Credence Services. The Journal of Services Marketing, 13(3), 208-228.
  • Nakip, M. (2003), Pazarlama Araştırmaları, Ankara: Seçkin Yayıncılık.
  • Peterson, R.A. and Merino, M.C. (2003). Consumer Information Search Behavior and the Internet. Psychology and Marketing, 20(2), 99- 121.
  • Phelps, J. E., Lewis, R., Mobilio, L., Perry, D., and Raman, N. (2004). Viral Marketing or Electronic Word-Of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email. Journal of Advertising Research, 45(4), 333–348.
  • Schiffman, L. and Kanuk, L.L. (2007). Consumer Behavior. New Jersey: Pearson Prentice-Hall.
  • Scott, D. (2003). Marketing’s New Fascination: Figuring out Word-of- Mouth. Advertising Age, 74(45), 18.
  • Sıllence, E. and Baber, C. (2004). Integrated Digital Communities: Combining Web-based Interaction with Text Messaging to Develop a System for Encouraging Group Communication and Competition. Interacting with Computers, 16(1), 93-113.
  • Solomon, M.R. (2004) Consumer Behavior: Buying, Having, and Being. New Jersey: Pearson Prentice Hall.
  • Solomon, M.R. (2007) Consumer Behavior: Buying, Having, and Being. New Jersey: Pearson Prentice Hall.
  • Sun, T., Youn, S., Wu, G. and Kuntaraporn, M. (2006). Online Word-of- Mouth (or Mouse): An Exploration of Its Antecedents and Consequences. Journal of Computer-Mediated Communication, 11, 1104-1127.

COMPARING THE EFFECT OF ONLINE WORD-OF-MOUTH COMMUNICATION VERSUS PRINT ADVERTISEMENTS ON INTENTIONS USING EXPERIMENTAL DESIGN

Year 2007, Volume: 8 Issue: 1, 69 - 86, 01.03.2007

Gül Bayraktaroğlu Bilge Aykol

Abstract

Portals allowing consumers to share experiences on the Internet which are called blogs have become an information source that customers use more and more. This study aims to compare the effect of advertisements-an impersonal communication tool- with blogs- a personal communication tool- using an experimental design. The effect of blogs and advertisements on purchasing intentions of university students for mobile phones was investigated through experimental design which was conducted on four groups of university students, all of which included about 20 individuals. Findings indicate that exposure to different information sources like blogs and ads created a significant difference on intentions. The change caused by the exposure was greater for blogs than for ads. Unfavorable blogs created the largest change on intentions. These findings may warn marketers to consider online communication more and take precautions against negative online word-of-mouth communication.

Keywords

Blog Advertisement Mobile Phone

References

  • Beales, H., Jagis, M.B., Salop, C. and Staelin, R. (1981). Consumer Search and Public Policy. Journal of Consumer Research, 8 (June), 11-22.
  • Bickart, B. and Schindler, R.M. (2001). Internet Forums as Influential Sources of Consumer Information. Journal of Interactive Marketing, 15(3), 31-40.
  • Blackwell, R.D., Miniard, P.W. and Engel, James F. (2001). Consumer Behavior. Ohio: South-Western.
  • Bloch, P.H., Sherrell, D.L. and Ridgway, N.M. (1986). Consumer Search: An Extended Framework. Journal of Consumer Research, 13 (June), 119-126.
  • Blythe, J. (2003) Essentials of Marketing Communications. Malaysia Pearson: Education.
  • Coakes, S.J. and Steed, L.G. (2001). SPSS Analysis without Anguish, Singapore: John Wiley and Sons Ltd.
  • Dwyer, P. (2007). Measuring the Value of Electronic Word of Mouth and its Impact in Consumer Communities. Journal of Interactive Marketing, 21(2), 63-79.
  • Fill, C. (2002). Marketing Communications: Contexts, Strategies and Applications. Spain: Pearson Education.
  • Fong, J. and Burton, S. (2006). Online Word-of-Mouth: A Comparison of American and Chinese Discussion Boards. Asia Pacific Journal of Marketing and Logistics, 18(2), 146-156.
  • George, D. and Mallary, P. (2003). SPSS for Windows Step by Step. Boston: Pearson Education Inc.
  • Hennig-Thurau, T., Gwinner, K.P., Walsh, G. and Gremler, D.D. (2004). Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
  • Herr, P. M., Kardes, F. R. and Kim, J. (1991). Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility- Diagnosticity Perspective. Journal of Consumer Research, 17(4), 454–462.
  • Huang, J. and Chen, Y. (2006). Herding in Online Product Choice. Psychology and Marketing, 23(5), 413-428.
  • Kotler, P. and Armstrong, G. (2006). Principles of Marketing. New Jersey: Pearson Education.
  • Laere, K.V. and Heene, A. (2003). Social Networks as a Source of Competitive Advantage for the Firm. Journal of Workplace Learning, 15(6), 248-258.
  • Lee, E., Lee, J. and Schumann, D.W. (2002). The Influence of Communication Source and Mode on Consumer Adoption of Technological Innovations. The Journal of Consumer Affairs, 36(1), 1-27.
  • Midley, D.F. (1983). Patterns of Interpersonal Information Seeking for the Purchase of a Symbolic Product. Journal of Marketing Research, 20 (February), 74-83.
  • Mitra, K., Reiss, M.C. and Capella, L.M. (1999). An Examination of Perceived Risk, Information Search and Behavioral Intentions in Search, Experience and Credence Services. The Journal of Services Marketing, 13(3), 208-228.
  • Nakip, M. (2003), Pazarlama Araştırmaları, Ankara: Seçkin Yayıncılık.
  • Peterson, R.A. and Merino, M.C. (2003). Consumer Information Search Behavior and the Internet. Psychology and Marketing, 20(2), 99- 121.
  • Phelps, J. E., Lewis, R., Mobilio, L., Perry, D., and Raman, N. (2004). Viral Marketing or Electronic Word-Of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email. Journal of Advertising Research, 45(4), 333–348.
  • Schiffman, L. and Kanuk, L.L. (2007). Consumer Behavior. New Jersey: Pearson Prentice-Hall.
  • Scott, D. (2003). Marketing’s New Fascination: Figuring out Word-of- Mouth. Advertising Age, 74(45), 18.
  • Sıllence, E. and Baber, C. (2004). Integrated Digital Communities: Combining Web-based Interaction with Text Messaging to Develop a System for Encouraging Group Communication and Competition. Interacting with Computers, 16(1), 93-113.
  • Solomon, M.R. (2004) Consumer Behavior: Buying, Having, and Being. New Jersey: Pearson Prentice Hall.
  • Solomon, M.R. (2007) Consumer Behavior: Buying, Having, and Being. New Jersey: Pearson Prentice Hall.
  • Sun, T., Youn, S., Wu, G. and Kuntaraporn, M. (2006). Online Word-of- Mouth (or Mouse): An Exploration of Its Antecedents and Consequences. Journal of Computer-Mediated Communication, 11, 1104-1127.
There are 27 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Gül Bayraktaroğlu This is me

Bilge Aykol This is me

Publication Date March 1, 2007
Published in Issue Year 2007 Volume: 8 Issue: 1

Cite

APA Bayraktaroğlu, G., & Aykol, B. (2007). COMPARING THE EFFECT OF ONLINE WORD-OF-MOUTH COMMUNICATION VERSUS PRINT ADVERTISEMENTS ON INTENTIONS USING EXPERIMENTAL DESIGN. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, 8(1), 69-86.
AMA Bayraktaroğlu G, Aykol B. COMPARING THE EFFECT OF ONLINE WORD-OF-MOUTH COMMUNICATION VERSUS PRINT ADVERTISEMENTS ON INTENTIONS USING EXPERIMENTAL DESIGN. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. March 2007;8(1):69-86.
Chicago Bayraktaroğlu, Gül, and Bilge Aykol. “COMPARING THE EFFECT OF ONLINE WORD-OF-MOUTH COMMUNICATION VERSUS PRINT ADVERTISEMENTS ON INTENTIONS USING EXPERIMENTAL DESIGN”. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 8, no. 1 (March 2007): 69-86.
EndNote Bayraktaroğlu G, Aykol B (March 1, 2007) COMPARING THE EFFECT OF ONLINE WORD-OF-MOUTH COMMUNICATION VERSUS PRINT ADVERTISEMENTS ON INTENTIONS USING EXPERIMENTAL DESIGN. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 8 1 69–86.
IEEE G. Bayraktaroğlu and B. Aykol, “COMPARING THE EFFECT OF ONLINE WORD-OF-MOUTH COMMUNICATION VERSUS PRINT ADVERTISEMENTS ON INTENTIONS USING EXPERIMENTAL DESIGN”, Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, vol. 8, no. 1, pp. 69–86, 2007.
ISNAD Bayraktaroğlu, Gül - Aykol, Bilge. “COMPARING THE EFFECT OF ONLINE WORD-OF-MOUTH COMMUNICATION VERSUS PRINT ADVERTISEMENTS ON INTENTIONS USING EXPERIMENTAL DESIGN”. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 8/1 (March 2007), 69-86.
JAMA Bayraktaroğlu G, Aykol B. COMPARING THE EFFECT OF ONLINE WORD-OF-MOUTH COMMUNICATION VERSUS PRINT ADVERTISEMENTS ON INTENTIONS USING EXPERIMENTAL DESIGN. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. 2007;8:69–86.
MLA Bayraktaroğlu, Gül and Bilge Aykol. “COMPARING THE EFFECT OF ONLINE WORD-OF-MOUTH COMMUNICATION VERSUS PRINT ADVERTISEMENTS ON INTENTIONS USING EXPERIMENTAL DESIGN”. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, vol. 8, no. 1, 2007, pp. 69-86.
Vancouver Bayraktaroğlu G, Aykol B. COMPARING THE EFFECT OF ONLINE WORD-OF-MOUTH COMMUNICATION VERSUS PRINT ADVERTISEMENTS ON INTENTIONS USING EXPERIMENTAL DESIGN. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. 2007;8(1):69-86.

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