Description
Traditional Word of Mouth (WOM) has been an important tool for marketers, but as technology has progressed, Electronic Word of Mouth (eWOM) has ever-growing importance for public relations practitioners. This study aimed to find a link between eWOM and source credibility, organization-public relationships and organizational reputation. This study used a survey as means of data collection. The data was collected using a non-probability sampling procedure. A factor analysis was done in order to reduce the separate constructs of each variable. The Cronbach's alpha was used to determine whether the items in the scale are reliable. Two factors were found for eWOM, source credibility and organization-public relationships. Only one factor was found for organizational reputation. Linear regression analysis was used to find significance of the hypotheses. All hypotheses were found to be significant showing there is a link between eWOM and source credibility, organization-public relationships and organizational reputation.
