Communication Research

Measuring the Effectiveness of Word of Mouth Communication Within Zeta Tau Alpha’s Chapter GroupMe

 

Introduction

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Word-of-mouth communication is the most crucial technique in advertising and marketing. Within the past decade, electronic word-of-mouth communication (eWOM) has also become key in the process of product promotion. One of the reasons that word-of-mouth communication (WOM) is a highly effective method is because of the ability of the source of eWOM messages to demonstrate prior knowledge or past experience which plays a significant role in influencing source credibility while adoption of eWOM message (Rani, A., & Shivaprasad, H. N., 2018). WOM is successful because it provides personal evidence that a good, product, or service is effective or ineffective.

The purpose of this case study is to understand why the effectiveness of word-of-mouth communication is so grand. Public relations professionals must be aware and up to date on the most productive ways to reach target audiences. For companies or organizations reaching young adult females, this could possibly be one of the best ways to increase sales and measure favorable attitudes. 

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Within the millennial generation, WOM has proven to be consistent and highly effective. Specifically, millennials were more likely to make WOM recommendations to their peers than any other age demographic (Bendall et al., 2018). Therefore, this leads us to believe that the upcoming generations—Generation Z—will follow in the footsteps of the Millennial generation. For this study, the effectiveness of WOM as a whole will be analyzed but specifically focused on the sample group, Zeta Tau Alpha at the University of North Alabama. This is because the Zeta Tau Alpha sorority is currently split between the Millennial and Generation Z generations, with Seniors and Juniors typically being born as Millennials vs the Sophomores and Freshmen being born as Generation Zs.

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The study will be supported by collecting reviews from products, goods, and services mentioned in the Zeta Tau Alpha’s chapter Group Me throughout the next few months. Follow-ups will be made as members purchase and utilize goods, products, or services.

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Women and millennials have been proven to utilize WOM more than other demographics  (Bendall et al., 2018); therefore, choosing to sample Zeta Tau Alpha will further support previous research on this topic and help us to conduct further research on WOM within Generation X.