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

TLDR

The authors develop and validate an e‑WOM measurement scale using survey data from 218 consumers to assess word‑of‑mouth dynamics in electronic services. The scale comprises four dimensions—intensity, positive valence, negative valence, and content—and can serve as a strategic tool for managers to enhance word‑of‑mouth marketing. © 2010 ASAC; Published by John Wiley & Sons, Ltd.

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.