The Influence of Computer-Mediated Word-of-Mouth Communication on Student Perceptions of Instructors and Attitudes Toward Learning Course Content

The purpose of this study was to experimentally test the influence of computer-mediated word-of-mouth communication (WOM) on student perceptions of instructors (attractiveness and credibility) and on student attitudes toward learning course content (affective learning and state motivation). It was hypothesized that students who receive positive computer-mediated WOM about an instructor would perceive the instructor as more credible and attractive than students who receive no information or negative information. It was further hypothesized that students who receive positive computer-mediated WOM about an instructor would report greater levels of affective learning and state motivation to learn than students who receive no information or negative information. All hypotheses were supported. Results are discussed in light of the heuristic - systematic processing model, and the implications for instructional communication are addressed.