Investigating generational differences in e-WOM behaviours: for advertising purposes, does X = Y?
David Strutton
University of North Texas
David G. Taylor
Sacred Heart University
Kenneth Thompson
University of North Texas
Introduction
Word-of-mouth (WOM) has long been recognised for its contributions to advertising successes. More recently, the diffusion of e-connectivity has radically transformed the reach, scope and velocity of WOM processes – and created myriad settings where WOM might yield even greater value. Like their microscopic namesakes, ‘viral’ WOM messages can quickly and exponentially replicate themselves. Personal or advertising messages originating as one-to-one communiqués can – and occasionally do –...