Differences and special features of online compared to offline recommendations

Citation

Erdogan, Mehmet Hasan. (2018). Differences and special features of online compared to offline recommendations. (Independent study, Master of Business Administration). Bangkok: Siam University.

Abstract

The following work gives an overview of the differences and peculiarities of the online and offline recommendations and answers the question which form is more effective. Due to today’s sensory overload, classic advertising media are no longer effective. Instead, recommendations are increas-ingly influencing consumer behaviour. Therefore, the central aspects of both types of recommenda-tion were worked out by means of an intensive literature search in combination with the considera-tion of several studies. In addition, the motives for selecting the respective form as well as their credibility were examined. While there are large differences in the general characteristics and credi-bility, a large overlap was found in the motives. Online recommendations are more consistent, searchable and, above all, can be disseminated more quickly than offline recommendations. In con-trast, offline recommendations are more direct and personal and therefore more credible than online recommendations.

The credibility of a recommendation is the central trigger for a purchase decsion. In general, recommendations are made mainly for reasons of satisfaction/discontent, self-portrayal and need for communication, as well as altruism. In some cases, especially with online recommendations, a provider-initiated stimulation also plays a major role.

Keywords:  Recommendations, Online-Marketing, Word-of-Mouth.

Differences and special features of online compared to offline recommendations

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand