Chapter 2: Word-of-Mouth
- 2 Word-of-Mouth
- 2.1 Theoretical Background
- 2.2 Pre-Purchase Information
- 2.3 Communication Channels
- 2.4 eWord-of-Mouth
- 2.5 Motives
2.3 Communication Channels
Communication channels can vary on a multitude of elements and each play a part in their use and importance within a particular population. Decades long communication channels were divided into either mass media sources or interpersonal sources.
Within each of these channels disseminating the information, there are different levels of perceived value and source credibility that could play a role in how influential a particular part of information is viewed. Hovland, Janis, and Kelley (1953) identified expertise and trustworthiness as two dimensions of source credibility.
Expertise refers to which a sender is perceived to be capable of making correct assertions, and trustworthiness refers to the degree to which a receiver perceived the assertions made by a sender to be ones that the sender considers valid (Pornpitakpan, 2004, p.244).
For example, new information may be perceived differently depending on whether it is aired on the public channel (e.g., NOS) versus a commercial channel (e.g., SBS6); if it is on Radio538 or a local popular radio station; if it is published in a daily newspaper (i.e., the “Telegraaf”); and if we hear it from our best friend or an acquaintance. Pornpitakpan (2004) states, “sources having more credibility dimensions are more influential than are those having less of these dimensions on readerships scores” (p.245).
Non-personal communication channels can be seen as information which is passed on without any personal contact between the sender and the receiver. The use of e-mails, participation in virtual communities, chat rooms and forums is the present day version of non-personal communication.
Communication in the Internet can be on a One-to-One or Many to Many basis. Previously marketing was a One-to-Many situation. A business spread information through the mass media such as television and newspapers to all customers. It was not a two way situation.