Electronic Word Of Mouth Ewom In The Marketing Context
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Electronic Word Of Mouth Ewom In The Marketing Context
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Author : Elvira Ismagilova
language : en
Publisher: Springer
Release Date : 2017-02-15
Electronic Word Of Mouth Ewom In The Marketing Context written by Elvira Ismagilova and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-02-15 with Computers categories.
This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overview of traditional word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional and online WOM. The book examines why people engage in eWOM communications, but also how consumers evaluate its persuasiveness. It also looks at the effects of eWOM. The book identifies current gaps in the eWOM research, but also highlights future directions for this growing field. eWOM is an important marketing technique in brand communications, and it plays an important role in modern e-commerce. Marketers become extremely interested in enhancing the power of eWOM developing loyalty programs and building brands. Studying the effect of eWOM can be beneficial for companies. This book should be a good resource for scholars and practitioners that need to understand the pervasive effects of eWOM.
Electronic Word Of Mouth As A Promotional Technique
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Author : Shu-Chuan Chu
language : en
Publisher: Routledge
Release Date : 2020-04-17
Electronic Word Of Mouth As A Promotional Technique written by Shu-Chuan Chu and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-04-17 with Social Science categories.
Recent years have seen digital advertising grow to the point where it will soon overtake television as the no. 1 advertising medium. In the online environment, consumers interact and share their thoughts on brands and their experiences using them. These electronic word-of-mouth (eWOM) communications have become a very important to the success of products. In today’s cluttered environment, it is especially important to study how the practice of eWOM advertising operates, and how marketers can influence eWOM in social media and other online sites. This volume starts with a chapter on the current state of knowledge on eWOM and then turns its attention to current research articles on a variety of eWOM formats. These include the posting of selfies on social media, the influence of review types on consumer perception and purchase intention, the effects of preannouncement messages, and how user-generated content can be used to induce effectiveness of eWOM on social media. The relationship of eWOM to brand building is emphasized in several of the chapters. This book was originally published as a special issue of the International Journal of Advertising.
Measuring Electronic Word Of Mouth Effectiveness
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Author : Wolfgang Weitzl
language : en
Publisher: Springer
Release Date : 2016-10-04
Measuring Electronic Word Of Mouth Effectiveness written by Wolfgang Weitzl and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-10-04 with Business & Economics categories.
Wolfgang Weitzl introduces a novel perspective for measuring consumer trust in eWOM by applying a rigid scale development process. In doing so, the research aims to set new methodical standards for developing reliable, valid and practicable research instruments. Most importantly, however, the research offers valuable insights into the nature and role of consumer-initiated vs. marketer-initiated online communication in an intercultural context by conducting a series of qualitative and quantitative surveys using samples from three countries.
Encyclopedia Of E Commerce E Government And Mobile Commerce
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Author : Khosrow-Pour, D.B.A., Mehdi
language : en
Publisher: IGI Global
Release Date : 2006-03-31
Encyclopedia Of E Commerce E Government And Mobile Commerce written by Khosrow-Pour, D.B.A., Mehdi and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-03-31 with Business & Economics categories.
[Administration (référence électronique)].
Share
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Author : NATALIE T. WOOD
language : en
Publisher:
Release Date : 2022-10
Share written by NATALIE T. WOOD and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-10 with categories.
Each day, millions of consumers venture online to search and exchange product information,seek out, and share opinions.Electronic word-of-mouth (eWOM) communication has been shown to influence consumeractions across a variety of industries. A significant portion of eWOM occurs on social mediaplatforms. Social word of mouth (sWOM)-a subset of eWOM-has incredible reach with thepotential to influence over 4.6 billion active social media consumers.The purpose of this book is to examine the influence of sWOM and provide guidance onhow to operationalize its growing power. Our goal in writing this book is to bring togetherindustry best practices and academic research to help you construct social media content that? speaks with your brand voice,? stimulates engagement,? inspires consumers to #share,? and complies with industry and federal guidelines.
Social Media In The Marketing Context
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Author : Cherniece J. Plume
language : en
Publisher: Chandos Publishing
Release Date : 2016-09-30
Social Media In The Marketing Context written by Cherniece J. Plume and has been published by Chandos Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-09-30 with Computers categories.
Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that is highly focused on the nature and boundaries of social media. The changing behaviour of consumers, variety of platforms and changing culture indicates that much of the research around this topic is still highly fragmented. Social Media in the Marketing Context: A State of the Art Analysis and Future Directions provides a comprehensive overview of the current literature surrounding social media and the marketing discipline, highlighting future development opportunities in both knowledge and practice. includes extensive literature search on social media in the context of the marketing discipline provides key areas for future research and recommendations for practitioners shows the importance for marketers of understanding individual behaviour on social media
Digital And Social Media Marketing
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Author : Nripendra P. Rana
language : en
Publisher: Springer Nature
Release Date : 2019-11-11
Digital And Social Media Marketing written by Nripendra P. Rana and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-11 with Business & Economics categories.
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Cross Cultural Differences In Electronic Word Of Mouth Influence On Purchase Intention
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Author : Nicklas Westphal
language : en
Publisher: GRIN Verlag
Release Date : 2017-03-29
Cross Cultural Differences In Electronic Word Of Mouth Influence On Purchase Intention written by Nicklas Westphal and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-03-29 with Business & Economics categories.
Master's Thesis from the year 2016 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 74%, University of Warwick, language: English, abstract: International marketers are trying to encourage positive electronic word-of-mouth (eWoM) about their products and services. The question of whether consumers in different cultures respond differently to eWoM is critical if marketers are to leverage the potentially global power of eWoM. The central objective of this study is to critically evaluate whether espoused national cultural values at the individual level influence the effect of eWoM on consumers’ purchase intention. Prior cross-cultural eWoM research mostly studied culture at the country level. This paper draws on perspectives in cultural psychology and cross-cultural research that argue that individuals espouse national cultural values to different degrees. Therefore, predicting the influence of culture on individuals’ behaviour necessitates to assess cultural values by personality tests at the individual level of analysis. Yet, no research can sufficiently answer the question of how individual level culture may influence the effect of eWoM on purchase intention. The present research addresses this gap by measuring espoused national cultural values of power distance, uncertainty avoidance, individualism/collectivism, and masculinity/ femininity at the individual level of analysis and investigating their influence on the effect of eWoM on purchase intention. An experiment, using a repeated measures design, was conducted with 100 subjects from 18 countries. The results reveal that, as expected, consumers’ purchase intentions are significantly higher after reading eWoM than after reading factual information on a company website. Further, the results show that, contrary to expectations, this effect is not significantly influenced by the national cultural values an individual espouses. This implies that traditional market segmentations based on culture are of limited relevance in the online market place. Theoretical and managerial implications are discussed.
The Implementation Of Smart Technologies For Business Success And Sustainability
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Author : Allam Hamdan
language : en
Publisher: Springer Nature
Release Date : 2022-09-24
The Implementation Of Smart Technologies For Business Success And Sustainability written by Allam Hamdan and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-09-24 with Technology & Engineering categories.
Industry 4.0 technologies identified as the main contributor to the digitalization era. New technology delivers optimal outputs by utilization of effective resource. Therefore, smart technologies that has inventive and creative objects became critical to enterprise; recent studies shows that its led enterprises business such as SMEs to considerable investments, which many organizations over the world attempt to use innovative technologies such as IoT and AI, these technologies have potential on sustainable business models. In addition to that, innovation usage in business models led to significant benefits towards sustainability concept in SMEs marketplace. Furthermore, Sustainability objectives refers to corporate sustainability term, which integrate enterprise operations with social, educational, environmental and economic benefits, as process of decision-making can impact during sustainability implications. This book focus on the implementation of smart technologies for growing business, the book includes research articles and expository papers on the applications of technology on Decision Making, Healthcare, Smart Universities, Advertising, E-marketing, Public Sector and Digital Government, FinTech, RegTech. Some researchers also discussed the role of smart technologies in the current COVID-19 pandemic, whether in the health sector, education, and others. On all of these, the researchers discussed the impact of smart technologies on decision-making in those vital sectors of the economy.
Word Of Mouth And Its Impact On Marketing
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Author : Fatima Naz
language : en
Publisher: GRIN Verlag
Release Date : 2013-11-11
Word Of Mouth And Its Impact On Marketing written by Fatima Naz and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-11-11 with Business & Economics categories.
Essay from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 17, , course: business, language: English, abstract: In view of growing of the internet users for e-commerce and taking into account the emergent impact of word of mouth phenomenon this research have different aims. The aims of this study was built following dissimilar discussion with teachers and colleagues enlightening that word of mouth information for online purchasing do not have the same effect for everybody. Then they were born following dissimilar researchers together with what was already done in previous researches and what was completed. As a result different aims were drawn; the initial aim of this research is to study the attention of the customers in word of mouth to power their online purchasing activities. The next aim is to analyze the people influenced by interest of word of mouth. The following aim is to examine the marketing behavior bearing in mind the internet progress and word of mouth, their consideration for word of mouth marketing. In the form of research questions the aims of study are: How community utilizes and multiplies word of mouth information about online purchasing experience? How communities perceive word of mouth marketing? How marketers take word of mouth phenomenon and how they handle it?