Annals of Business Administrative Science
Online ISSN : 1347-4456
Print ISSN : 1347-4464
ISSN-L : 1347-4456
The scope of motivation studies for (e)word-of-mouth
Yufu Kuwashima
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Keywords: WOM, eWOM, motivation

2019 Volume 18 Issue 5 Pages 183-194


There are fundamental differences between research into WOM (word-of-mouth), in which communication occurs face-to-face, and one into eWOM (electric word-of-mouth), which occurs over the Internet between strangers. In specifically looking at motivational factors, this study reveals significant differences in that while traditional WOM studies mainly discuss recipient motives, eWOM studies (a) mainly discuss sender motives and (b) permit the inclusion of economic motives.

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© 2019 Yufu Kuwashima. This is an Open Access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted reuse, distribution, and reproduction in any medium, provided the original work is properly cited.

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