BELIEVABILITY OF ONLINE AND OFFLINE WORD OF MOUTH AMONG YOUNG PEOPLE: A STUDY OF THE UNDERGRADUATE STUDENTS OF THE UNIVERSITY OF GHANA

  • Type: Project
  • Department: Mass Communication
  • Project ID: MAS1219
  • Access Fee: ₦5,000 ($14)
  • Pages: 61 Pages
  • Format: Microsoft Word
  • Views: 295
  • Report This work

For more Info, call us on
+234 8130 686 500
or
+234 8093 423 853

The study investigated the difference in believability of online and offline word of mouth (WOM) among young people. Due to the current extensive use of the Internet, the study sought to find out the extent of its credibility and to compare it with offline credibility. Literature reviewed in this area showed a lack of consensus and also a paucity of literature on the subject in Africa and Ghana. Consequently, the study sought to uncover insights that could be useful for communication practitioners in a developing economy such as Ghana. Among others, it sought to investigate whether the strength of one’s social ties in a chosen channel of WOM had a relationship with the believability of that WOM. Employing convenience sampling, the study sought to draw relationships between variables such as “trustworthiness of a preferred WOM”, “strength of ties and its influence over a preferred WOM,” and “degree to which a preferred WOM can influence purchase. Using a quantitative approach, the study sampled 100 University of Ghana students. Data was obtained from a 5-item Likert-scale. The Statistical Package for Social Sciences (SPSS) was used to analyze and draw conclusions. The study concluded that young people find offline word-of-mouth (WOM) more believable than online word-of-mouth (WOM). A greater number of respondents attached more credibility to offline WOM, indicating a higher likelihood of being influenced. Strength of ties was regarded as essential in influencing both offline and online WOM believability. It is recommended that future studies under the same subject be undertaken to obtain more accurate conclusions since this study was completed under the constraint of a rigid deadline.

BELIEVABILITY OF ONLINE AND OFFLINE WORD OF MOUTH AMONG YOUNG PEOPLE: A STUDY OF THE UNDERGRADUATE STUDENTS OF THE UNIVERSITY OF GHANA
For more Info, call us on
+234 8130 686 500
or
+234 8093 423 853

Share This
  • Type: Project
  • Department: Mass Communication
  • Project ID: MAS1219
  • Access Fee: ₦5,000 ($14)
  • Pages: 61 Pages
  • Format: Microsoft Word
  • Views: 295
Payment Instruction
Bank payment for Nigerians, Make a payment of ₦ 5,000 to

Bank GTBANK
gtbank
Account Name Obiaks Business Venture
Account Number 0211074565

Bitcoin: Make a payment of 0.0005 to

Bitcoin(Btc)

btc wallet
Copy to clipboard Copy text

500
Leave a comment...

    Details

    Type Project
    Department Mass Communication
    Project ID MAS1219
    Fee ₦5,000 ($14)
    No of Pages 61 Pages
    Format Microsoft Word

    Related Works

    The study investigated the difference in believability of online and offline word of  mouth (WOM) among young people. Due to the current extensive use of the Internet,  the study sought to find out the extent of its credibility and to compare it with offline  credibility. Literature reviewed in this area showed a lack of consensus and also a ... Continue Reading
    ABSTRACT The purpose of this study was to establish the relationship between word of mouth perceived service quality, trust and customer loyalty in freight forwarding industry. The study was guided by the following research objectives, to examine the relationship between word of mouth and customer loyalty, to examine the relationship between word... Continue Reading
    ABSTRACT Substance abuse is a social problem that has spread and increased rapidly in our educational institutions even in secondary schools but especially among the under graduate students in Nigeria, this social mal adaptation is considered an issue of serious concern as it adversely affects the lives and performance of students involved as well... Continue Reading
    ABSTRACT A comparative study on the bacterial flora on the palms of students in Gombe State University was conducted in August 2014.120 male and female undergraduates students from the Faculties of Science, Education and Faculty of Arts and Social Sciences were sampled. Culture and biochemical tests were conducted. 66% of students were found to... Continue Reading
    Abstract The study tittled Psychoactive Substance Use Among Young People was designed to determine prevalence and patterns of Psychoactive Substance use among young people in Nigeria. The study adopted an exploratory research design obtaining Data from secondary sources which includes published articles and journalsfirst use (p < 0.05). the... Continue Reading
    ABSTRACT Abortion is a wide issue and the major concern in most of the discussion on abortion draws heavily from the fact that abortion constitutes severe danger to a woman’s health but at the same time when performed by medical specialist (i.e. abortion specialist) is safe for the woman. Abortion is accepted and also rejected by different... Continue Reading
    ABSTRACT Abortion is a wide issue and the major concern in most of the discussion on abortion draws heavily from the fact that abortion constitutes severe danger to a woman’s health but at the same time when performed by medical specialist (i.e. abortion specialist) is safe for the woman. Abortion is accepted and also rejected by different... Continue Reading
    UNIVERSITY OF BENIN ABSTRACT A realistic national transformation is possible only through education obtained in a conducive environment. This is because education has remained a veritable instrument for promotion and sustenance of national transformation. It... Continue Reading
    ABSTRACT With civilization and urbanization on the increase in Nigeria today and also freedom from parents enjoyed by youths and students in various institutions of higher learning in Nigeria, different kinds of sexual orientation has developed which homosexual is one of them. Homosexuality being the romantic or sexual intercourse or behaviour... Continue Reading
    ABSTRACT With civilization and urbanization on the increase in Nigeria today and also freedom from parents enjoyed by youths and students in various institutions of higher learning in Nigeria, different kinds of sexual orientation has developed which homosexual is one of them. Homosexuality being the romantic or sexual intercourse or behaviour... Continue Reading
    Call Us
    whatsappWhatsApp Us