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Has the COVID-19 pandemic changed the influence of word-of-mouth on purchasing decisions?
- Byun, Kate Jeonghee;
- Park, Jimi;
- Yoo, Shijin;
- Cho, Minhee
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The COVID-19 outbreak has led to drastic changes in influential media for purchasing decisions. Which media have been used more frequently after COVID-19? Do these changes differ between product types? To provide insights into these questions, we analyzed 12,000 respondents between 2018 and 2021. The results show that the influence of word-of-mouth on purchase decisions decreased after COVID-19, while the influence of social media advertising increased. We also find that the influence is moderated by product type; for example, video advertising, a subset of social media advertising shows a higher influence for search goods than for experience goods. © 2023 Elsevier Ltd
키워드
COVID-19 pandemic; Media usage; Social media advertising; Video advertising; Word-of-mouth; SOCIAL MEDIA; CUSTOMER ENGAGEMENT; ONLINE; IMPACT; INFORMATION; EXPERIENCE; PLATFORM; PRODUCT; BRANDS; SALES
- 제목
- Has the COVID-19 pandemic changed the influence of word-of-mouth on purchasing decisions?
- 저자
- Byun, Kate Jeonghee; Park, Jimi; Yoo, Shijin; Cho, Minhee
- 발행일
- 2023-09-01
- 유형
- Article
- 권
- 74