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The effects of the use of eWOM on cr...

Rosevear, Kristin Marie.

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The effects of the use of eWOM on credibility, organization-public relationships and organizational reputation.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The effects of the use of eWOM on credibility, organization-public relationships and organizational reputation./
作者:	Rosevear, Kristin Marie.
面頁冊數:	72 p.
附註:	Source: Masters Abstracts International, Volume: 54-01.
Contained By:	Masters Abstracts International54-01(E).
標題:	Communication. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1569351
ISBN:	9781321347173

The effects of the use of eWOM on credibility, organization-public relationships and organizational reputation.
Rosevear, Kristin Marie.

The effects of the use of eWOM on credibility, organization-public relationships and organizational reputation. - 72 p.

Source: Masters Abstracts International, Volume: 54-01.

Thesis (M.A.)--San Diego State University, 2014.

Traditional Word of Mouth (WOM) has been an important tool for marketers, but as technology has progressed, Electronic Word of Mouth (eWOM) has ever-growing importance for public relations practitioners. This study aimed to find a link between eWOM and source credibility, organization-public relationships and organizational reputation. This study used a survey as means of data collection. The data was collected using a non-probability sampling procedure. A factor analysis was done in order to reduce the separate constructs of each variable. The Cronbach's alpha was used to determine whether the items in the scale are reliable. Two factors were found for eWOM, source credibility and organization-public relationships. Only one factor was found for organizational reputation. Linear regression analysis was used to find significance of the hypotheses. All hypotheses were found to be significant showing there is a link between eWOM and source credibility, organization-public relationships and organizational reputation.

ISBN: 9781321347173Subjects--Topical Terms:

524709
Communication.

The effects of the use of eWOM on credibility, organization-public relationships and organizational reputation.
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