Document Type : Original Article


Masters of Business Administration (Marketing Trends) University Isfahan, Isfahan, Iran


Improve more the business environment, creating a competitive environment; organizations are looking for new ways to increasing your profits. Thus knowing Methods like mouth (WOM) and electronic word-of-mouth (e-WOM) communication in which having a low price for the Organizations that it helps to improve performance is good. Thus, the purpose of the present research is to survey the impact of four factors between WOM and e-WOM. The information gathering tools were old studied Questionnaires. The statistical population consisted of 580 units in Isfahan city; from the 580, 210 were chosen by using stratified randomized sampling. 250 questionnaires were distributed to targeted population. Out of 250 questionnaires we received 202 completed questionnaires.  This represents a response rate is quite suitable for this type of study. The research model was evaluations by using SPSS and AMOS techniques. Also the results presented that all of the factors associated with WOM and e-WOM except one factor are supported.


Assael, H. (2004). Consumer behavior: A strategic approach. Boston: Houghton Mifflin Company.
Arndt J. (1967), Role of product-related conversations in the diffusion of a new product. J Mark Rs; 4:291 – 5.
Balasubramanian Sridhar, Mahajan V. (2001), the economic leverage of the virtual community. Int J Electron Commer; 5(3):103 – 38.
Bickart Barbara, Schindler Robert M, (2001), Internet forums as influential sources of consumer information. J Interact Market; 15(3):31 –40.
Black, D.S.S., Mitra, K., & Webster, C. (1998). Word-of-Mouth communications: A motivational analysis. Advances in Consumer Research, 25, 527–531.
Bone, P.F. (1992). Determinants of Word-of-Mouth communication during product consumption. Advances in Consumer Research, 19, 579–583.
Bone Paula F,( 1995), Word-of-mouth effects on short-term and long-term product judgments. J Bus Res; 32:213–23.
Burzynski, M.H., & Bayer, D.J. (1977). The effect of positive and negative prior information on motion picture appreciation. The Journal of Social Psychology, 101(1), 215–218.
Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345—354.
Duhan, D.F., Johnson, S.D., Wilcox, J.B. and Harrell, G.D. (1997), “Influences on consumer use of word-of-mouth recommendation sources”, Journal of Academy of Marketing Science, Vol. 25 No. 4, pp. 283-95.
Engel James E, Blackwell Roger D, Kegerreis Robert J. (1969), How information is used to adopt an innovation. J Advert Res; 9:3– 8.
East, R; Hammond, K; Lomax, W ;(2008); Measuring the impact of positive and negative word of mouth on brand purchase probability; Intern. J. of Research in Marketing 25, 215–224.
Gruen, T.W., Osmonbekov, T. and Czaplewski, A.J. (2006), “E-WOM: the impact of customer-to-customer know-how exchange on customer value and loyalty”, Journal of Business Research, Vol. 59 No. 4, pp. 449-56.
Godes, D. and Mayzlin, D. (2004), “Using online conversations to study word-of-mouth communication”, Marketing Science, Vol. 23 No. 4, pp. 545-60.
Goyette, I; Ricard, L; Bergeron, J; Marticotte, M ;(2010); e-WOM Scale: Word-of-Mouth Measurement Scale for e-Services Context; Canadian Journal of Administrative Sciences, 27: 5–23.
Gruen, Osmonbekov, Czaplewski;(2006); eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty, Journal of Business Research 59, 449 – 456.
Hennig-Thurau, T. and Walsh, G. (2003), “Electronic word-of-month: motives for and consequence of reading customer articulation on the internet”, International Journal of Electric Commerce, Vol. 8 No. 2, pp. 51-74.
Hennig-Thurau Thorsten, Gwinner Kevin P, Walsh Gianfranco, Gremler Dwayne D, (2004), Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the Internet? Interact Market; 18(1):38 – 52.
Hill, R. A., & Dunbar, R. I. M. (2003). Social network size in humans. Human Nature, 14(1), 53—72.
Kaplan, A; Haenlein, M, (2011). Two hearts in three-quarter time: How to waltz the. Business Horizons; 54, 253—263.
Katz Elihu, Lazarfeld Paul, (1955), Personal influence. Glencoe, IL’ Free Press.
Keaveney, S. M. (1995). Customer switching behavior in service industries: An exploratory study. Journal of Marketing, 59(2), 71−82.
Kotler, P. and Keller, K.L. (2008), Marketing Management, 13th ed., Prentice-Hall, Upper Saddle River, NJ.
MacInnis Deborah J, Jaworski Bernard J.( 1989); Information processing from advertisements: toward an integrative framework. J Mark; 53:1– 23.
Marsden, P. V. (1987). Core discussion networks of Americans. American Sociological Review, 52(1), 122—131.
Reingen, P. H., & Kernan, J. B. (1986). Analysis of referral networks in marketing: Methods and illustration. Journal of Marketing Research, 23(4), 370—378.
Richins, M.L. (1983). Negative Word-of-Mouth by dissatisfy end consumers: A pilot study. Journal of Marketing, 47, 68–78.
Silverman, G. (1997), “Harvesting the Power of Word of mouth,” Potentials in Marketing, 30(9), 14-16.
Sachse, S; Mangold, S ;( 2011); Brand equity dilution through negative online word-of-mouth communication, Journal of Retailing and Consumer Services ,18 , 38–45.
Singh, J. (1990). Voice, exit, and negative Word-of-Mouth behaviors: An investigation across three service categories. Journal of the Academy of Marketing Science, 18(1), 1–15.
Swan, J.E., & Oliver, R.L. (1989). Post purchase communications by consumers. Journal of Retailing, 65(4), 516–533.
Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of mouth versus traditional marketing: Findings from an Internet social networking site. Journal of Marketing, 73(5), 90—102.
Park, D.-H., Lee, J. and Han, I. (2007), “The effects of on-line consumer reviews on consumer purchasing intention: the moderating role of involvement”, International Journal of Electronic Commerce, Vol. 11 No. 4, pp. 125-48.
Voss, K.E., Spangenberg, E.R. and Grohmann, B. (2003), “Measuring the hedonic and utilitarian dimensions of consumer attitude”, Journal of Marketing Research, Vol. 40 No. 3, pp. 310-20.
Whyte, W.H. Jr. (1954). The web of Word of Mouth. Fortune, 50(5), 140–143.
Wangenheim, F.V. and Bayon, T. (2004), “The effect of word of mouth on services switching: measurement and moderating variables”, European Journal of Marketing, Vol. 38 Nos 9/10, pp. 1173-85.
Wu,P ; Wang.Y ;(2011); The influences of electronic word-of-mouth message appeal and message source credibility on brand attitude; Asia Pacific Journal of Marketing and Logistics Vol. 23 No. 4, pp. 448-472.