Relevant bibliographies by topics / Word of mouth marketing

Contents

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

Academic literature on the topic 'Word of mouth marketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 16 June 2025

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Journal articles on the topic "Word of mouth marketing"

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Weiber, Rolf, and Tobias Wolf. "Word-of-Mouth Marketing." WiSt - Wirtschaftswissenschaftliches Studium 42, no. 4 (2013): 210–12. http://dx.doi.org/10.15358/0340-1650_2013_4_210.

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Groeger, Lars, and Francis Buttle. "Word-of-mouth marketing." European Journal of Marketing 48, no. 7/8 (2014): 1186–208. http://dx.doi.org/10.1108/ejm-02-2012-0086.

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Purpose – The paper aims to provide a theoretically informed critique of current measurement practices for word-of-mouth marketing (WOMM) campaigns. Design/methodology/approach – An exploratory field study is conducted on a real-life WOMM campaign. Data are collected from two generations of campaign participants using a custom-built Facebook app and subjected to social network analysis (SNA). We compare our theoretically informed measure of campaign reach with industry standard practice. Findings – Standard metrics for WOMM campaigns assume campaign reach equates to the number of campaign-rela
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Krishnan, Suraj, and L. C. "Word of Mouth Marketing Strategy." International Journal of Computer Applications 182, no. 2 (2018): 1–6. http://dx.doi.org/10.5120/ijca2018917447.

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Ahrens, Jan, James R. Coyle, and Michal Ann Strahilevitz. "Electronic word of mouth." European Journal of Marketing 47, no. 7 (2013): 1034–51. http://dx.doi.org/10.1108/03090561311324192.

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Burnham, Thomas A., and R. Bret Leary. "WORD OF MOUTH OPPORTUNITY: WHY RECOMMENDATION LIKELIHOOD OVERESTIMATES POSITIVE WORD OF MOUTH." Journal of Marketing Theory and Practice 26, no. 4 (2018): 368–89. http://dx.doi.org/10.1080/10696679.2018.1487770.

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PRAKASH, SHAKTI. "Viral Marketing: Word of Mouth To Word of Mouse Marketing Communication." Research Fronts 8 (June 7, 2018): 98. https://doi.org/10.5281/zenodo.14657854.

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<strong>Abstract</strong> Viral marketing is a technique of reaching customers through social media and other platforms on the internet. It is like traditional word-of-mouth communication but assisted by the internet. The use of internet makes it fast and if used properly may bring great profit with little or no expenses as most of the channels used in viral marketing are free and therefore good for those organizations which have very limited budgets for promotion. The reason for the great success of viral marketing is the change in customer buying behavior these days. Presently customers usua
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Mantauv, Citra Suci. "PENGARUH WORD OF MOUTH MARKETING DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN COFFE TAMIANG." Jurnal Apresiasi Ekonomi 8, no. 3 (2020): 383–91. http://dx.doi.org/10.31846/jae.v8i3.301.

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Tujuan dari penelitian ini adalah untuk mengetahui pengaruh word of mounth marketing dan kepercayaan terhadap keputusan pembelian Coffe Tamiang. Pengambilan sampel dalam penelitian ini berdasarkan teknik Purposive Sampling. Model analisis yang digunakan yaitu regresi linear berganda. Hasil penelitian menunjukkan bahwa word of mounth marketing berpengaruh signifikan terhadap keputusan pembelian Coffe Tamiang, kepercayaan berpengaruh signifikan terhadap keputusan Coffe Tamiang, word of mounth marketing dan kepercayaan berpengaruh signifikan terhadap keputusan pembelian Coffe Tamiang secara silmu
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Chen, Zoey, and May Yuan. "Psychology of word of mouth marketing." Current Opinion in Psychology 31 (February 2020): 7–10. http://dx.doi.org/10.1016/j.copsyc.2019.06.026.

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Khan, Zeenat. "Word of Mouth Communication in Marketing." NMIMS Management Review 10, no. 2 (1998): 35–41. https://doi.org/10.1177/0971102319980203.

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Zhang, Mengyao, Hongyan Zhang, Chunmei Ni, and Duo Zhang. "Research on tourism destination marketing strategy based on online word of mouth." BCP Business & Management 19 (May 31, 2022): 236–38. http://dx.doi.org/10.54691/bcpbm.v19i.809.

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With the rapid development of mobile and Internet technology, people can more easily understand the local tourism information through mobile and Internet technology. Online word-of-mouth has become a very convenient and low-cost way of communication, which has attracted the attention of tourism enterprises and relevant scholars. Due to the strong particularity of tourism products, tourism destinations must strengthen the marketing management of online word-of-mouth and make full use of positive online word-of-mouth. By analyzing the impact of tourism destination word-of-mouth on tourists' cons
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Dissertations / Theses on the topic "Word of mouth marketing"

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Asp, Susanna, and Elin Johansson. "Blod, svett, tårar… och Word of Mouth? : Att arbeta aktivt med Word of Mouth." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20721.

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Det blir allt svårare för företag att särskilja sig på marknaden. Traditionell marknadsföring är inte längre lika effektiv som förr, och idag finns flera olika strategier för att sticka ut i bruset. Kring varumärken och produkter skapas ofta ett rykte, som ibland antingen kan vara positivt eller negativt. Ibland har detta rykte uppkommit utan påverkan ifrån företaget, men det finns även strategier för att skapa och påverka sitt eget rykte. Ett positivt rykte kan leda till ökad försäljning och vinst. Syftet med denna studie är att undersöka hur företag kan arbeta aktivt med denna typ av ryktess
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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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Ötting, Martin. "Ripple effect how empowered involvement drives word of mouth." Wiesbaden Gabler, 2009. http://d-nb.info/995886296/04.

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Mitrovic, Aleksandra, and Marko Kljunic. "Gerillamarknadsföring : En studie som granskar viral marketing och word of mouth." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-8330.

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<p>Poängen med vår studie är att undersöka hur företag praktiskt använder sig av gerillamarknadsföring. Vi har valt att avgränsa oss till att studera de två främsta metoderna inom gerillamarknadsföringen: viral marketing samt word of mouth. Viral marketing är inriktat på Internetmarknadsföring medan word of mouth är en metod som är baserad på verbal spridning, där konsumenterna sprider ordet vidare. Vi kommer att göra oss insatta i dessa metoder genom att studera två företag som arbetar med respektive metod. På så vis kommer vi att få en djupare inblick i deras världar samt hur de går tillväga
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Mayzlin, Dina. "Word of mouth and marketing : influencing and learning from consumer conversations." Thesis, Massachusetts Institute of Technology, 2002. http://hdl.handle.net/1721.1/40020.

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Thesis (Ph.D.)--Massachusetts Institute of Technology, Sloan School of Management, 2002.<br>Includes bibliographical references.<br>This thesis contains three separate essays that deal with word of mouth. In the first essay, "Promotional Chat on the Internet," we analyze the firms' incentives to anonymously supply positive reviews of products in chat rooms and other recommendation sites. This, in turn, lowers the credibility of word of mouth transmitted online. We develop a game theoretic model where an incumbent and an entrant that are differentiated in quality compete for the same online mar
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Englund, Niclas, and Oskar Hilario. "Kraften hos Word-of-Mouth : En studie om SATS användning av Word-of-Mouth marknadsföring. Kan det stärka ett varumärke?" Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-24507.

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The purpose of this research is to examine how a ogranization can create Word-of-Mouth and how they can use this type of marketing to make their brand stronger.<br>Med denna studie har vi till syfte att undersöka hur ett företag skapar, främjar och använder Word-of-Mouth i sin marknadsföring och om detta kan bidra till att stärka ett varumärke. Undersökningen kommer även att ha till syfte att besvara hur denna typ av marknadsföring uppfattas ur både ett företags- och medlemsperspektiv.
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Marjamäki, Tero, and Henrik Svensson. "Sociala medier- en länk mellan producent och konsument." Thesis, Halmstad University, School of Social and Health Sciences (HOS), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-1271.

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<p>Abstract Titel: Sociala medier - En länk mellan producent och konsument </p><p>Författare: Tero Marjamäki, Henrik Svensson Handledare: Lars Palm </p><p>Examinator: Lennart Andreasson </p><p>Utbildningssäte: Högskolan i Halmstad Sektion: Hälsa och Samhälle </p><p>Kurs: Medie och kommunikationsvetenskap,61-90p </p><p>Delkurs: C-uppsats, 15p </p><p>År: 2007 </p><p>Syfte: Studiens syfte är att undersöka, utforska och analysera sociala medier, dess innebörd och innehåll Metod: Som kunskapsteoretisk utgångspunkt används ett explorativt förhållningssätt, med abduktion som slutledningsprocess. Kval
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Štverák, Martin. "Virální marketing na internetu." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-15575.

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Thesis provides an overview of viral marketing. It describes the process by which you can be inspired to implement viral campaign. The thesis includes analysis of specific viral Web project. The aim of this thesis is to create a breakdown of the various components of viral marketing, to establish conditions that should be satisfied for the viral marketing to success, suggesting how to use viral marketing on social network Facebook and evaluate the various components of this service for the promotion possibilities, to analyze own viral projects and map out the key factors for their success. The
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Morais, Nilnta Elpida, and Joyce Mhando. "Application of ICT in the Swedish Hopsitality & Tourism Industry : a study of viral marketing and word- of -mouth marketing concepts in relation to CRM." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-12263.

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Aim: The Internet has provided a medium for word of mouth and its electronic extension, also known as viral marketing. In the hospitality and tourism industry, use of the internet has caused drastic changes. Consumers are now more used to gathering information about their destinations through online word of mouth The aim of this thesis is to achieve an understanding of the concept of viral marketing and its suitability, as well as its primary link the concept of word of mouth and its relevance to customer relations, in the hospitality and tourism industry of Sweden. Method: A qualitative resea
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Ricci, Filippo. "Word of mouth marketing in the digital age: a case study analysis of viral marketing campaigns." reponame:Repositório Institucional do FGV, 2013. http://hdl.handle.net/10438/11317.

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Submitted by Filippo Ricci (filoricci@hotmail.it) on 2013-12-04T18:18:20Z No. of bitstreams: 1 FilippoRicci-Tese FINAL.pdf: 3291691 bytes, checksum: fcbe485c408e56346c91db5e79abaf25 (MD5)<br>Rejected by Luana Rodrigues (luana.rodrigues@fgv.br), reason: Prezado Aluno, Por gentileza, substitua o arquivo da "ficha catalográfica" enviado pela Biblioteca Digital, na página 4. No arquivo anexo, este encontra-se na 1ª página. Atenciosamente, Luana on 2013-12-04T19:29:04Z (GMT)<br>Submitted by Filippo Ricci (filoricci@hotmail.it) on 2013-12-04T19:34:45Z No. of bitstreams: 1 FilippoRicci-
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Books on the topic "Word of mouth marketing"

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Cakim, Idil Miriam, ed. Implementing Word of Mouth Marketing. John Wiley & Sons, Inc., 2012. http://dx.doi.org/10.1002/9781119203407.

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

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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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Oetting, Martin. Ripple Effect: How Empowered Involvement Drives Word of Mouth. Gabler Verlag / Springer Fachmedien Wiesbaden GmbH, Wiesbaden, 2009.

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Justin, Kirby, and Marsden Paul, eds. Connected marketing: The viral, buzz and word of mouth revolution. Butterworth-Heinemann, 2006.

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Barber, Peggy. Building a buzz: Libraries and word-of-mouth marketing. American Library Association, 2010.

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Ismagilova, Elvira, Yogesh K. Dwivedi, Emma Slade, and Michael D. Williams. Electronic Word of Mouth (eWOM) in the Marketing Context. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-52459-7.

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K, Wallace Linda, ed. Building a buzz: Libraries and word-of-mouth marketing. American Library Association, 2010.

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John, Butman, ed. Grapevine: The new art of word-of-mouth marketing. Portfolio, 2005.

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Phillips, Robbin. The passion conversation: Understanding, sparking, and sustaining word of mouth marketing. Wiley, 2013.

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Book chapters on the topic "Word of mouth marketing"

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Torres, Edwin N., and Tingting Zhang. "Electronic word of mouth." In Customer Service Marketing. Routledge, 2022. http://dx.doi.org/10.4324/9780429263965-7.

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Scheinbaum, Angeline Close, Anjala Krishen, and Nancy Lough. "Event Word of Mouth: An 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_134.

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Gursoy, Dogan, Francis Buttle, and David Bowie. "Measuring and managing customer satisfaction and word-of-mouth (WOM)." In Hospitality Marketing, 4th ed. Routledge, 2022. http://dx.doi.org/10.4324/9781003186342-17.

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Hutter, Katharina, and Stefan Hoffmann. "Buzz-Marketing als Guerilla-Variante des Word-of-Mouth." In Professionelles Guerilla-Marketing. Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-06779-3_7.

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Ismagilova, Elvira, Yogesh K. Dwivedi, Emma Slade, and Michael D. Williams. "Traditional Word-of-Mouth (WOM)." In Electronic Word of Mouth (eWOM) in the Marketing Context. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-52459-7_2.

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Ismagilova, Elvira, Yogesh K. Dwivedi, Emma Slade, and Michael D. Williams. "Electronic Word-of-Mouth (eWOM)." In Electronic Word of Mouth (eWOM) in the Marketing Context. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-52459-7_3.

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Minazzi, Roberta. "The Digitization of Word-of-Mouth." In Social Media Marketing in Tourism and Hospitality. Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-05182-6_2.

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Lang, Bodo. "Reconciling the Customer Satisfaction - Word of Mouth Relationship." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10951-0_62.

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Upadhyay, Soumya, and Thomas L. Powers. "Do Attributes of Patient Satisfaction Affect Word-of-Mouth Communication?" In Creating Marketing Magic and Innovative Future Marketing Trends. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-45596-9_158.

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Fox, Gavin L., Yulan Bai, and Kyung Ah Byun. "A Rhetorical Perspectve on Quelling Negative Word-of-Mouth." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10951-0_28.

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Conference papers on the topic "Word of mouth marketing"

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Amelia, Ratih, Fresha Kharisma, Nadia Nur Thahirrah, Dhiyan Septa Wihara, Raya Sulistyowati, and Ika Diyah Candra. "Social Media Marketing and Electronic Word of Mouth on Customer Preference and Choice in Over-the-Top Media Service Platform." In 2024 12th International Conference on Cyber and IT Service Management (CITSM). IEEE, 2024. https://doi.org/10.1109/citsm64103.2024.10775929.

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Domas, Brandt. "They Want You - 4 Steps to Marketing & Communication Success." In Paint and Coatings Expo (PACE) 2007. SSPC, 2007. https://doi.org/10.5006/s2007-00026.

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Description of Presentation: Learn how to maximize getting the word out about you and your company. Branding without proper communication systems in place is ineffective and most often useless. Attendees learn about discovering, building, implementing, and evolving business systems to create demand for their service or product.
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Will, Matthias O., Tam Huynh, Veit Vogel, and Martin Stub. "Word of mouth mobile marketing for real world recommendations." In 2010 14th International Conference on Intelligence in Next Generation Networks (ICIN): "Weaving Applications Into the Network Fabric". IEEE, 2010. http://dx.doi.org/10.1109/icin.2010.5640925.

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Hendrayati, H., and P. Pamungkas. "Viral Marketing and E-Word of Mouth Communication in Social Media Marketing." In 3rd Global Conference On Business, Management, and Entrepreneurship (GCBME 2018). Atlantis Press, 2020. http://dx.doi.org/10.2991/aebmr.k.200131.010.

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Qu, Yan. "Research on Word-of-Mouth Marketing Strategy of Internet Firm." In 2020 9th International Conference on Applied Science, Engineering and Technology (ICASET 2020). Atlantis Press, 2020. http://dx.doi.org/10.2991/aer.k.201203.023.

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Paradillah, Stia Dinda Ayu, Niken Larasati, and Idha Sihwaningrum. "The SICPN model for the word-of-mouth marketing strategy." In THE 8TH PROGRESSIVE AND FUN EDUCATION INTERNATIONAL CONFERENCE 2023. AIP Publishing, 2025. https://doi.org/10.1063/5.0262543.

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"Pengaruh Viral Marketing Dan E-Word Of Mouth Terhadap Keputusan Pembelian Di Cafe Kios Mera Kajoetangan Kota Malang." In Maritime Business Management Conference. Politeknik Perkapalan Negeri Surabaya, 2024. https://doi.org/10.33863/mbmc.v3i1.3241.

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Persaingan bisnis di era digital saat ini mengharuskan setiap pelaku usaha melakukan inovasi dengan memanfaatkan teknologi untuk memperluas pemasaran dan meningkatkan penjualan. Berdasarkan pengamatan, Cafe Kios Mera yang berada di dalam sebuah gang kecil dikawasan Kampung Heritage Kajoetangan Kota Malang pengunjungnya cukup ramai. Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh viral marketing dan e-word of mouth terhadap keputusan pembelian di Cafe Kios Mera Kajoetangan Kota Malang. Penelitian ini menggunakan pendekatan kuantitatif dengan tipe penelitian explanatory resear
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Munzel, Andreas, Werner Kunz, and Benedict Jahn. "HOW TO REACT TO NEGATIVE ELECTRONIC WORD OF MOUTH." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.03.02.02.

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Liu, Quanhong, and Yuxuan Zhang. "New Media Marketing Strategy Based on Word-of-Mouth of Wanghong." In 2017 International Conference on Management, Education and Social Science (ICMESS 2017). Atlantis Press, 2017. http://dx.doi.org/10.2991/icmess-17.2017.115.

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Yang, Xue-cheng, Xiao-hang Zhang, and Feng Zuo. "Word of Mouth: The Effects of Marketing Efforts and Customer Satisfaction." In 2009 International Joint Conference on Artificial Intelligence (JCAI). IEEE, 2009. http://dx.doi.org/10.1109/jcai.2009.45.

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Reports on the topic "Word of mouth marketing"

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Lee, Seung-Hee, Jane E. Workman, and Kyangho Jung. Brand Charisma: Word-Of-Mouth and Gender. Iowa State University, Digital Repository, 2015. http://dx.doi.org/10.31274/itaa_proceedings-180814-49.

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Chevalier, Judith, and Dina Mayzlin. The Effect of Word of Mouth on Sales: Online Book Reviews. National Bureau of Economic Research, 2003. http://dx.doi.org/10.3386/w10148.

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Song, Sanga, and Hyunjoo Im. Consumers' Negative Electronic Word of Mouth: Non-complainers, Bad-mouthers, Dissatisfied complainers, and Satisfied complainers. Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-390.

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Hong, Harrison, Jeffrey Kubik, and Jeremy Stein. The Neighbor's Portfolio: Word-of-Mouth Effects in the Holdings and Trade of Money Managers. National Bureau of Economic Research, 2003. http://dx.doi.org/10.3386/w9711.

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Sneed, Christoper, Theresa Hyunjin Kwon, and Ann Fairhurst. Do They Matter? The Impact of Atmospherics on Farmers' Market Consumers' Purchase Intention and Word-of-Mouth. Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-389.

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Kim, Jiyoung, and Sejin Ha. The Effect of Retailer Perceived Isomorphism and Performative Action on Legitimacy, Word-Of-Mouth and Purchase Intention. Iowa State University, Digital Repository, 2013. http://dx.doi.org/10.31274/itaa_proceedings-180814-505.

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Ha, Young, and Hyunjoo Im. What Motivates a Consumer to Generate Word of Mouth through Social Networking Sites?: Hedonic vs. Utilitarian Shopping Experience. Iowa State University, Digital Repository, 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1498.

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Seifert, Christin, and Wi-Suk Kwon. Let Me Tell You a Story!: Effects of Electronic Word-of-Mouth on Brand Value Co-Creation and Brand Trust in Social Media. Iowa State University, Digital Repository, 2015. http://dx.doi.org/10.31274/itaa_proceedings-180814-195.

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Khalil, James, Yahye Abdi, Andrew Glazzard, Abdullahi Ahmed Nor, and Martine Zeuthen. Reaching behind Frontlines: Promoting Exit from al-Shabaab through Communications Campaigns. RESOLVE Network, 2023. http://dx.doi.org/10.37805/lpbi2023.2.

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This research was conducted in the context of a Somali state offensive in the Federal Member States of Hirshabelle and Galmudug that generated more territorial gains from al-Shabaab than any other military campaign since the mid-2010s. Such conditions provide fertile ground for disengagement from the insurgents, with many ex-members enrolled into the National Program for the Treatment and Handling of Disengaged Combatants. A core element of this program is its communications pillar, which seeks to promote disengagement through a variety of channels, including radio, television, social media, p
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10

Colpas, Jennifer, and Luis Castellanos. Mapping Rural Communities in Conflict Areas, Colombia. Institute of Development Studies, 2024. https://doi.org/10.19088/slh.2024.005.

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Abstract:
This case study documents an intervention by Tierra Grata to identify, map and improve access to safe sanitation in remote undocumented rural communities, where armed groups formed through internal conflict have been present for over 50 years. Through leveraging a mix of community networks, word-of-mouth, social networks such as Facebook and WhatsApp, and working with stakeholders already active in target areas, Tierra Grata began to identify previously unmapped, unknown communities. The case study also documents efforts to build trust with these communities who had been victims of armed confl
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