Relevant bibliographies by topics / Word-of-mouth advertising

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Word-of-mouth advertising'

Author: Grafiati
Published: 4 June 2021
Last updated: 25 July 2025

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Journal articles on the topic "Word-of-mouth advertising"

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Rasouli, Mona, Shahrbanoo Gholipour Fereidooni, and Mehdi Rouholamini. "The Moderating Role of Gender in the Relationship Between Service Quality Dimensions, Word-of-Mouth Advertising, and Purchase Intention." International Journal of Innovation Management and Organizational Behavior 4, no. 4 (2024): 172–78. http://dx.doi.org/10.61838/kman.ijimob.4.4.20.

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Objective: The aim of this study is to assess the impact of electronic service quality dimensions on customer purchase intention, with the mediating role of electronic word-of-mouth advertising and the moderating role of gender. Methodology: This applied research is descriptive in nature, and the statistical population includes customers of Bank Melli branches in Tehran province who use the electronic services of the Bank Melli Bam system. Based on the cluster sampling method and according to the Morgan table, the sample size was estimated to be 384 individuals. Standard questionnaires were us
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Kuberasyani, Ida Ayu Ruby, and Ketut Rahyuda. "PERAN WORD OF MOUTH MEMEDIASI HUBUNGAN ANTARA IKLAN DAN HARGA TERHADAP MINAT BELI." E-Jurnal Manajemen Universitas Udayana 8, no. 7 (2019): 4589. http://dx.doi.org/10.24843/ejmunud.2019.v08.i07.p21.

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This study aims to find out how word of mouth mediates the relationship of advertising and prices with buying interest in Traveloka.com and knows how much influence Traveloka.com advertisements have on the interest in buying Traveloka.com. This research was conducted by distributing questionnaires to 100 respondents. The sample criteria in this study are domiciled in the city of Denpasar, respondents who have at least high school or equivalent education, respondents have never used traveloka.com. The types of data used in this study are qualitative data and quantitative data. The data analysis
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Fitri, Marliza, and Meyta Ayu Fitriana. "PENGARUH GAYA HIDUP,WORD OF MOUTH DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH DI STORE JS MART DI KETAHUN BENGKULU UTARA." Jurnal Entrepreneur dan Manajemen Sains (JEMS) 5, no. 1 (2024): 266–79. http://dx.doi.org/10.36085/jems.v5i1.5974.

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This study aims to determine the influence of lifestyle , word of mouth and advertising on the decision to purchase wardah products at the JS Mart store in Ketahun , North Bengkulu . The method used is quantitative method. Methods of data collection by questionnaire Sampling using the Simple Random Sampling method, with a total of 85 respondents. 
 This researcher uses multiple regression analysis. The results of research that has been done on the influence of lifestyle, word of mouth and advertising on purchasing decisions for wardah products at the JS Mart store in Ketahun, North Bengku
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Michael, Michael, and Yokie Radnan Kristiyono. "THE IMPACT OF BRAND IMAGE, ADVERTISING, QUALITY OF SERVICE ON REPURCHASE INTENTION, AND ELECTRONIC WORD OF MOUTH MEDIATED BY CUSTOMER EXPERIENCE AT SHOPEE ONLINE STORE." Media Riset Bisnis & Manajemen 22, no. 2 (2024): 107–22. http://dx.doi.org/10.25105/mrbm.v22i2.15484.

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There is the goal of this study, namely to determine the effect of Brand Image on Consumer Experience, Advertising on Consumer Experience, Service Quality on Consumer Experience, Consumer Experience on Repurchase Intention, Consumer Experience on Electronic Word of Mouth, as well as knowing the effect of Consumer Experience that mediates Brand Image on Repurchase Intention, Consumer Experience mediating Advertising on Repurchase Intention, Consumer Experience mediating Service Quality on Repurchase Intention, Consumer Experience mediating Brand Image on Electronic Word of Mouth, Consumer Exper
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Ku, Yi, Shan Li, and Yichen Zhao. "Is It Effective for Companies to Pretend to Care for the Environment? Research on the Impact of Corporate Environmental Claims on Word-of-mouth Recommendation." E3S Web of Conferences 409 (2023): 01013. http://dx.doi.org/10.1051/e3sconf/202340901013.

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In the era of Internet business, online word-of-mouth recommendation has become a key factor affecting consumers’ decision-making. Enterprises increase consumers’ willingness to recommend their brands by word of mouth in various ways. This paper mainly studies the influence of corporate environmental claims on consumers’ intention of word-of-mouth recommendation, and explores the roles of different advertising appeals in such process. Independent sample T-test, regression analysis, and cross-test analysis were assumed to study the differences of consumers’ word-of-mouth recommendation intentio
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Jecky, Jecky, and Rezi Erdiansyah. "Pengaruh Iklan Media Sosial Dan Word Of Mouth Terhadap Keputusan Pembelian." Prologia 5, no. 2 (2021): 307. http://dx.doi.org/10.24912/pr.v5i2.10199.

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This study aims to determine the effect of advertising on social media and word of mouth on purchasing decisions using a quantitative descriptive approach. Researchers took samples using google form with a total of 145 respondents who were distributed via social media. Data analysis was conducted by researchers using the program of statistical product and service solutions (SPSS) version 15. Based on the results of the research that has been obtained and has been explained by the author regarding advertising on social media and word of mouth on purchasing decisions. It is known that the coeffi
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Precourt, Geoffrey. "How Word of Mouth Works in Advertising." Journal of Advertising Research 55, no. 1 (2015): 2–3. http://dx.doi.org/10.2501/jar-55-1-002-003.

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Holder, Derek, and Robin Fairlie. "Word-of-mouth advertising — A new twist." Journal of Direct, Data and Digital Marketing Practice 8, no. 2 (2006): 99–100. http://dx.doi.org/10.1057/palgrave.dddmp.4340560.

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Esti Masita, Tri, Pramono Hari Adi, Wiwiek Rabiatul Adawiyah, and Faizal Wihuda. "The role of consumer hope, positive emotional advertising, and multi-context numbers in developing purchase intention and word of mouth of eco-efficient product." Ekonomski pregled 73, no. 3 (2022): 390–414. http://dx.doi.org/10.32910/ep.73.3.3.

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The research investigates the impact of customer hope, positive emotional advertising, and multi-context number (MCN) brand strategy on purchase intention and word of mouth in the context of an eco-efficient product. This study uses a quantitative survey on an energy-saving lamp. The results indicated that consumer hope positively affects word-of-mouth; positive emotional advertising and multi-context numbers have a positive effect on purchase intentions. However, consumer hope has no impact on the intentions of purchase. This result is arising due to the consumer‘s skepticism. Positive emotio
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Khorsandi, Hosna, Behzad Kazemi, Simin Zeynali, Mahsa Mohsenibeigzadeh, Pedram Zarei, and Shahin Mirshekari. "The Impact of Social Media Marketing on Digital Service Adoption in Educational Institutions." Tehnički glasnik 19, no. 3 (2025): 396–403. https://doi.org/10.31803/tg-20240331030139.

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Recently, educational institutions have turned to investing in new technologies to provide digital services to customers as a means of cost control, attracting new customers, and meeting customer expectations. The adoption of these new technologies has become crucial for these institutions as part of their strategy. Therefore, this research focuses on investigating the influence of social media marketing (SMM) on the intention to use digital services in educational institutions. The study also considers brand equity, trust, and word-of-mouth promotion as potential factors mediating this relati
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Dissertations / Theses on the topic "Word-of-mouth advertising"

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Bhana, Lauren. "Factors influencing effective electronic word-of-mouth marketing." Thesis, Nelson Mandela Metropolitan University, 2017. http://hdl.handle.net/10948/14631.

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Marketing serves to satisfy customer needs and wants while building strong customer relationships in an effort to gain value from customers in return. On understanding that customer satisfaction is needed for a business to survive and grow, the important role marketing plays within a business is emphasised as it contributes to overall business performance. Building relationships also emphasises the importance of communication within marketing. Traditional person-to-person word-of-mouth communication has always played a role in marketing a product or service. The evolution of technology over re
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Gustafsson, Maria, and Johanna Grönvall. "”Advertising Nouveau” : en studie om okonventionell marknadsföring." Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18112.

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Företag inom modebranschen står i dag inför en ökande konkurrenssituation. På grund av globaliseringen och interaktionen mellan kunder över internet, är konsumenterna idag mer medvetna än tidigare. Den största faktorn bakom den nya medvetenheten är den generation av unga människor som växt upp i en digitaliserad värld, benämnd som Generation Y. Företag får kämpa för att få konsumenternas uppmärksamhet och situationen beskrivs som ett marknadsföringskrig. Många marknadsförare misslyckas med att nå fram till konsumenterna med traditionella marknadsföringsverktyg som; reklam, PR, direktmarknadsfö
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Andersson, Andrew, and Kristoffer Nilsson. "Lagom kontroversiellt eller kränkande? : En kvantitativ studie om kontroversiell reklam och konsumenter." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-74338.

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Detta arbete inspirerades av att ha observerat reklamkampanjer som fått väldigt stor spridning till följd av att de uppmärksammats pga. att konsumenter har ogillat eller gillat budskapet i kampanjen vilket gett upphov till diskussioner muntligen eller online. Denna undersökning syftar till att undersöka hur faktorer som kön och ålder kan påverka konsumenters intryck av kontroversiell reklam och hur kontroversiell reklam kan påverka konsumenternas attityd till varumärken som använt sig av kontroversiell reklam. Studien undersöker även sannolikheten att konsumenter sprider positiv eller negativ
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Heselius, Tobias, and Harrison Felix Gross. "Kommentera och sprid. : En kvalitativ studie i reklamproducenters syn på viral reklam i Sverige." Thesis, Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-20480.

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The purpose of this study has been to examine a few Swedish advertisment producers opinions on the subject of viral advertising and especially the ethical aspects of hidden viral advertising. The specified purpose of this paper is to: To clarify the underlying reasons for the use of viral advertising. To clarify the advertising producers ethical views on hidden viral advertising. The essay is based on a qualitive research metod of an abductive nature where the empirical data is derived from interviews with three advertisment producers. Through a stratified selection method we contacted agenc
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Van, Loggerenberg Marthinus. "Word-of-mouth marketing to emerging black middle class women in South Africa." Thesis, Stellenbosch : University of Stellenbosch, 2009. http://hdl.handle.net/10019.1/982.

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Thesis (MBA (Business Management))--University of Stellenbosch, 2009.<br>ENGLISH ABSTRACT: Word-of-mouth is fluid and happening everywhere. Networks are invisible and sensitive to organisational behaviour. The post-modern consumer is sceptical of advertising messages. Friends' advice is trusted more. People love to be entertained and for a story to travel it needs to be sticky i.e. have simplicity, credibility and value. The product or message must be relevant and appropriate to their lives. Influencers exist in every product category and marketers could utilise them authentically to infiltrat
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He, Stephen Xihao. "Consumer judgment and forecasting using online word-of-mouth." Diss., Georgia Institute of Technology, 2012. http://hdl.handle.net/1853/44866.

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Empowered by information technology, modern consumers increasingly rely upon online word-of-mouth (WOM--e.g., product reviews) to guide their purchase decisions. This dissertation investigates how WOM information is processed by consumers and its downstream consequences. First, the value of specific types of word-of-mouth information (e.g., numeric ratings, text commentary, or both) was explored for making forecast. After proposing an anchoring-and-adjustment framework for the utilization of WOM to inform consumer forecasts, I support this framework with a series of experiments. Results demons
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Qu, Lianzhuang, and 曲连壮. "Design of electronic word-of-mouth systems pays : effects of layout of online product review webpages on consumer purchase behavior." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2015. http://hdl.handle.net/10722/208578.

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To make informed buying decisions, online consumers increasingly turn to online product review systems, or electronic word-of-mouth systems (EWOMSs). Previous studies suggest that EWOMS designs can determine consumer behavior. Even some tiny changes, such as background color or picture, can greatly affect consumers’ buying behavior. Hence, it is critical to investigate how designs of EWOMS influence online consumers’ buying behavior. This research develops a theoretical model of the effects of EWOMS designs on consumer purchase behavior. We conducted a study using experiments to test and va
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Ngamsiriudom, Waros. "Phantom Menace: the Effect of Narcissism on Word-of-mouth Communications." Thesis, University of North Texas, 2014. https://digital.library.unt.edu/ark:/67531/metadc699949/.

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Previous empirical research and anecdotal accounts suggest that “subclinical narcissism” or “average Joe’s narcissism” is one of the most prevalent social phenomena in many parts of the world. Research also suggests that there will be an unprecedented escalation “in average Joe narcissists” among future generations of consumers. The objective of this study is two-fold. The first objective of this study is to explore the moderating effect of the individual’s level of narcissistic personality on their word-of-mouth (WOM) communications. The second objective of this study is to explore the bounda
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Hoarau, Anne-Gabrielle, Lara Gendre, and Victor Ricard. "Effective or offensive advertising? : An exploratory study on negative Word-of-Mouth and consumers’ perception." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39918.

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Background:               Thanks to digitalization, the current generation Y is constantly exposed to advertising and information, blurring boundaries that can lead to a “buzz”, process more and more common online due to the possibility to publicly respond.   Purpose:          The aim is to understand the processes leading to a possible influence of consumer perception via negative online word-of-mouth and advertisements deemed controversial.   Method:          As an exploratory study, this paper conducted qualitative interviews with a group of students in which they will react to two cases of
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Monahan, Lisa. "Hate is a Strong Word: The Influence of Hate-Acknowledging Advertising on Brand Outcomes." Scholar Commons, 2017. http://scholarcommons.usf.edu/etd/6908.

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Given a lack of tactics for addressing brand hate, most managers tend to ignore brand haters, and instead dedicate their resources towards consumers who like or love their brand. Similarly, relative to the volume of research on positive brand emotions, the academic literature exploring negative brand emotions is limited. Moreover, research indicates that compared to positive brand information, negative brand information is more diagnostic, and ultimately more damaging. In contrast to such findings and practices, this dissertation proposes a strategy whereby using advertising to openly acknow
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Books on the topic "Word-of-mouth advertising"

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Cakim, Idil M. Implementing Word of Mouth Marketing. John Wiley & Sons, Ltd., 2009.

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Harris, Godfrey. Don't take our word for it!: Everything you need to know about making word of mouth advertising work for you. Americas Group, 1998.

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Harris, Godfrey. Don't take our word for it: Everything you need to know about making word of mouth advertising work for you. Management Books 2000, 2000.

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Cakim, Idil Miriam. Implementing word of mouth marketing: Online strategies to identify influencers, craft stories, and draw customers. Wiley, 2010.

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Rosen, Emanuel. The anatomy of buzz revisited: Real-life lessons in word-of-mouth marketing. 2nd ed. Currency Doubleday, 2008.

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Misner, Ivan R. The world's best-known marketing secret: Building your business with word-of-mouth marketing. Bard & Stephen, 1994.

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Cakim, Idil M. Implementing word of mouth marketing: Online strategies to identify influencers, craft stories, and draw customers. Wiley, 2010.

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1962-, Harris Gregrey J., ed. Talk is cheap: Promoting your business through word of mouth advertising. Americas Group, 1991.

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Gregrey, Harris, ed. Talk is cheap: Promoting your business through word of mouth advertising. Kogan Page, 1992.

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Othman, Akmal Aini. An investigation of word of mouth influences on attitude and intention: The case of cola drinks. University College Dublin, 1995.

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Book chapters on the topic "Word-of-mouth advertising"

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Chu, Shu-Chuan. "The Role of Culture in Electronic Word-of-Mouth Communication." In Digital Advertising. Routledge, 2017. http://dx.doi.org/10.4324/9781315623252-24.

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Mazerant, Komala, and Lotte M. Willemsen. "Now and Wow! How Temporal Characteristics Affect the Word of Mouth of Topical Advertising." In Advances in Advertising Research IX. Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-22681-7_20.

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Culiberg, Barbara, Mateja Kos Koklič, Mila Zečević, Petar Gidaković, and Vesna Zabkar. "Debunking Greenwashing: Investigating the Individual Drivers of Perceived Greenwashing and Negative Word-Of-Mouth." In Advances in Advertising Research XIV. Springer Fachmedien Wiesbaden, 2024. http://dx.doi.org/10.1007/978-3-658-44713-7_4.

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Köhler, Isabelle, and Franz-Rudolf Esch. "Increasing Brand Experiences and Word of Mouth in Experiential Retailing - A Cross-Cultural Perspective." In Advances in Advertising Research IX. Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-22681-7_19.

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Wottrich, Verena M., and Hilde A. M. Voorveld. "Creative vs. Traditional Media Choice: Effects on Word-of-Mouth and Purchase Intention." In Advances in Advertising Research (Vol. VI). Springer Fachmedien Wiesbaden, 2015. http://dx.doi.org/10.1007/978-3-658-10558-7_25.

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Teeny, Jacob D. "Understanding Effective Consumer Advertising and Word of Mouth via Personalized Persuasion." In The Handbook of Personalized Persuasion. Routledge, 2025. https://doi.org/10.4324/9781003380511-15.

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Taketani, Keigo, and Kei Mineo. "Can Market Mavens Be Negative Word of Mouth Senders? the Moderating Role of Assumed-Competence and Gender." In Advances in Advertising Research (Vol. XI). Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-32201-4_16.

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Kim, Su Jung, Rebecca Jen-Hui Wang, and Edward C. Malthouse. "The Good and the Bad of Negative Word-of-Mouth: Empirical Investigation into the Effect of Online Messages." In Advances in Advertising Research (Vol. V). Springer Fachmedien Wiesbaden, 2014. http://dx.doi.org/10.1007/978-3-658-08132-4_6.

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Monahan, Lisa, Jennifer A. Espinosa, and David J. Ortinau. "Hate Does Not Have to Hurt: The Influence of Hate-Acknowledging Advertising on Positive Word of Mouth (An Extended Abstract)." In Creating Marketing Magic and Innovative Future Marketing Trends. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-45596-9_88.

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Romano, Maurizio, Francesco Mola, and Claudio Conversano. "Decomposing tourists’ sentiment from raw NL text to assess customer satisfaction." In Proceedings e report. Firenze University Press, 2021. http://dx.doi.org/10.36253/978-88-5518-304-8.29.

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The importance of the Word of Mouth is growing day by day in many topics. This phenomenon is evident in everyday life, e.g., the rise of influencers and social media managers. If more people positively debate specific products, then even more people are encouraged to buy them and vice versa. This effect is directly affected by the relationship between the potential customer and the reviewer. Moreover, considering the negative reporting bias is evident in how the Word of Mouth analysis is of absolute interest in many fields. We propose an algorithm to extract the sentiment from a natural langua
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Conference papers on the topic "Word-of-mouth advertising"

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Larhsoukanh, Saisomphorn, and Chengzhang Wang. "Annual Traveller Demand from Advertising and Word of Mouth." In International Conference on Business and Management Research (ICBMR-17). Atlantis Press, 2017. http://dx.doi.org/10.2991/icbmr-17.2017.56.

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Cenying, Yang, and Zhang Cheng. "Modeling Correlated Effect and Random Effect of Advertising and Word-of-Mouth on Product Diffusion." In 2015 48th Hawaii International Conference on System Sciences (HICSS). IEEE, 2015. http://dx.doi.org/10.1109/hicss.2015.407.

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