Online Word of Mouth as A Channel of Communication in Eulogio “Amang” Rodriguez Institute of Science And Technology (Earist)

Jhon Ven Saint Pasahol

doi:10.18535/ijsrm/v12i06.em14

Abstract

Leveraging online word of mouth in schools can enhance communication, collaboration, and community building among students, faculty, parents, and other stakeholders, contributing to a more positive and engaging learning environment. Online word of mouth serves as a dynamic and influential communication channel in the digital landscape, offering reach, immediacy, interactivity, and persuasive power. By understanding its characteristics and leveraging its potential, individuals and organizations can effectively communicate, engage with their audience, and achieve their communication objectives in the digital era. In this study sentiment, volume, source credibility, content characteristics, engagement, platform and timing influenced the dynamics, impact, and outcomes of using online word of mouth of Eulogio “Amang’ Rodriguez Institute of Science and Technology (EARIST) students, faculty, parents, and other stakeholders as a channel in communication.

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[refR-3] "The Role of Online Reviews in E-Commerce: A Systematic Literature Review and Research Agenda" by Qi Huang, Yuxiao Liu, Li An, and Junjie Wu, published in Information Processing & Management in 2021.Google Scholar ↗

[refR-4] "The Use of Online Forums in Vocational Education and Training: A Review of the Literature" by Nienke Hoogveld and Wouter Schenke, published in Vocations and Learning in 2018Google Scholar ↗

[refR-5] "The Role of Social Media in Online Word-of-Mouth Communication" by Lianlian Song and Guangzhi Zheng, published in the Journal of Marketing Communications in 2018.Google Scholar ↗

[refR-6] Cada, L., Catindig, D. E., Cidro, P. D., Martin, M. A. G., & Sarosos, J. G. M. Effects of Electronic Word of Mouth among Filipino Young Consumers in Choosing Product Brands.Google Scholar ↗

[refR-7] Damayanti, Subriadi A., (2016). Relationship Electronic Word of Mouth with College Image.Google Scholar ↗

[refR-8] Doma S., (2015). Factors Affecting Electronic Word-of Mouth on Social Networking Websites in Egypt – An Application of the Technology Acceptance Model.Google Scholar ↗

[refR-9] Dospinescu N, Anastasiei B., (2015). Electronic Word of-Mouth of Online Retailers: Predictors of Volume and Valence.Google Scholar ↗

[refR-10] German, Lindawan, Madrid, & et.al (2022) Positive and Negative Word of Mouth: Its Effect Among Filipino Youth in Choosing Product Brands.Google Scholar ↗

[refR-11] Gildin S, (2003). Understanding the Power of Word-of Mouth.Google Scholar ↗

[refR-12] Hidayanto A, Ovirza M, Anggia P, Budi N, & Phusavat K, (2019). The Roles of Electronic Word of Mouth and Information Searching in the Promotion of a New EGoogle Scholar ↗

[refR-13] Commerce Strategy: A Case of Online Group Buying in Indonesia.Google Scholar ↗

[refR-14] Kamaruddin N, Simanjuntak M, & Yuliati L, (2021). FACTORS INFLUENCING THE ELECTRONIC WORD OF MOUTH BEHAVIOUR AT THE FACULTY OF NURSING GARUT CLASS.Google Scholar ↗

[refR-15] Khan, S., Anwar, A., & Qabool, S. (2023). Evaluating the Impact of eWOM Adoption on Consumer Purchasing Intentions. International Journal of Social Science & Entrepreneurship, 3(1), 62-84.Google Scholar ↗

[refR-16] Manala-O & Aure (2019) Food Waste Behavior of Young Fast food Consumers in the Philippines. Asia-Pacific Social Science Review 19(3) 2019, pp. 72–87.Google Scholar ↗

[refR-17] Kuo, H. C., & Nakhata, C. (2019). The impact of electronic word-of-mouth on customer satisfaction. Journal of Marketing Theory and Practice, 27(3), 331-348.Google Scholar ↗

[refR-18] Villanueva (2022) International Journal of Linguistics and Translation Studies.(n.d.-a).Google Scholar ↗

[refR-19] B. Theses And DissertationsGoogle Scholar ↗

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[refR-21] Schimmelpfennig, C., & Hunt, J. B. (2020). Fifty years of celebrity endorser research: Support for a comprehensive celebrity endorsement strategy framework. Psychology & Marketing, 37(3), 488– 505.Google Scholar ↗

[refR-22] Sessa W, (2017). The Influence of Electronic Word-of Mouth on College Search and Choice. Nova Southeastern University.Google Scholar ↗

[refR-23] C. Online SourcesGoogle Scholar ↗

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