How do you connect? Comparing word-of-mouth and electronic word-of-mouth communication channel choice amongst generational cohorts
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The current research investigated differences between consumers of various generations in their use of online and offline communication channels to share information about positive and negative apparel-related product experiences. Two apparel-related product scenarios were created that would be likely to cause consumers to engage in positive and negative WOM and eWOM. An online survey was disseminated that included the two scenarios and items measuring intention to communicate via five WOM and e-WOM channels (talking, emailing, texting, posting online reviews, and blogging). The sample included 23 Millennials, 432 generation X, 348 baby boomers, and 102 silent generation consumers. Results indicated significant differences between generational cohorts in intentions to communicate via the five channels.