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Contrast Analysis of Word-of-Mouth, Internet WordofMouth and WordofMouse |
DONG Da-Hai, LIU Yan |
Dalian University of Technology, Dalian, Liaoning, China |
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Abstract By looking into the characteristics of internet communication, we analyze some representative definitions of traditional wordofmouth and internet word-of-mouth and compared the differences between them. We found that not all internet communications are new types of word-of-mouth; some could be called internet word-of-mouth with some similar characteristics with traditional wordofmouth, while others should be known as word-of-mouse, which has much more new characteristics compared with the traditional one. Furthermore, we indicate that internet word-of-mouth and word-of-mouse are two endpoints of the continuum of diverse communications on the internet and there would be many other formats of internet communications in between.
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Received: 13 November 2009
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