Believability Of Online And Offline Word Of Mouth Among Young People: A Study Of The Undergraduate Students Of The University Of Ghana

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 strengt…