Letteratura scientifica selezionata sul tema "Word-of-mouth advertising"
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Articoli di riviste sul tema "Word-of-mouth advertising"
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Fitri, Marliza, e 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, n. 1 (19 gennaio 2024): 266–79. http://dx.doi.org/10.36085/jems.v5i1.5974.
Testo completoAbstract (sommario):
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 Bengkulu. The correlation coefficient test can be assessed as R = 0.890 and (X2) and advertising (X3) contributes an influence of 0.792 or 79.2% to the purchase decision (Y) on wardah products at JS Mart Ketahun North Bengkulu. While the remaining 0.208 or 20.8% is influenced by other variables not included in this study.
Keywords: Purchase Decision, Lifestyle, Word Of Mouth End Advertisting
2
Kuberasyani, Ida Ayu Ruby, e Ketut Rahyuda. "PERAN WORD OF MOUTH MEMEDIASI HUBUNGAN ANTARA IKLAN DAN HARGA TERHADAP MINAT BELI". E-Jurnal Manajemen Universitas Udayana 8, n. 7 (10 marzo 2019): 4589. http://dx.doi.org/10.24843/ejmunud.2019.v08.i07.p21.
Testo completoAbstract (sommario):
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 technique used is descriptive statistical analysis, classic assumption test, inferential statistics, sobel test, and VAF test. Based on the results of the analysis, it was found that advertising had a positive effect on word of mouth, advertising had a positive effect on buying interest, prices had a positive effect on word of mouth, prices had a positive effect on buying interest, word of mouth had a positive effect on buying interest and word of mouth was able to mediate the relationship between advertising and prices for buying interest.
Keywords: word of mouth, advertising, price, buying interest
3
Ku, Yi, Shan Li e 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.
Testo completoAbstract (sommario):
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 intention in response to different environmental claims and the mediating effect of green trust in influencing the consumers. The results showed that: consumers are more willing to recommend a brand by word-of-mouth when facing substantive environmental claims than associative environmental claims, and in this process, green trust serves as a mediator between corporate environmental claims and consumers’word-of-mouth recommendation intention; environmental advertising by green value appeal can encourage more word-of-mouth recommendation intention than environmental advertising by fear appeal.
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Jecky, Jecky, e Rezi Erdiansyah. "Pengaruh Iklan Media Sosial Dan Word Of Mouth Terhadap Keputusan Pembelian". Prologia 5, n. 2 (29 settembre 2021): 307. http://dx.doi.org/10.24912/pr.v5i2.10199.
Testo completoAbstract (sommario):
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 coefficient of determination in the R Square table is 0.475, indicating that 47.5% of purchasing decisions are influenced by advertising on social media and the word of mouth. It is known that the correlation coefficient value of 0.60-0.799 means that advertising on social media and Word of Mouth has a strong relationship to purchasing decisions. then from the results obtained, the authors can provide several conclusions. The conclusion is that advertising on social media and word of mouth has a positive and significant effect on purchasing decisions.Penelitian ini bertujuan untuk mengetahui pengaruh Iklan Media Sosial dan word of mouth terhadap Keputusan Pembelian dengan menggunakan pendekatan deskriptif kuantitatif. Peneliti mengambil sampel dengan menggunakan google form dengan total 145 responden yang di sebarkan melalui media sosial. Analisis data yang dilakukan peneliti menggunakan program statistical product and service solutions (SPSS) versi 15. Berdasarkan hasil penelitian yang telah diperoleh dan telah dijelaskan oleh penulis mengenai Iklan Media Sosial dan word of mouth terhadap keputusan pembelian. Diketahui bahwa nilai koefisien determinasi pada tabel R Square sebesar 0.475 menunjukkan bahwa 47,5% keputusan pembelian dipengaruhi oleh Iklan Media Sosial dan Word of Mouth. Diketahui bahwa nilai koefiesien korelasi 0,60-0,799 artinya Iklan Media Sosial dan Word of Mouth mempunyai hubungan yang kuat terhadap keputusan pembelian. maka dari hasil yang didapat tersebut penulis dapat memberikan beberapa kesimpulan. Kesimpulannya adalah Iklan Media Sosial dan Word of mouth memiliki pengaruh positif dan signifikan terhadap keputusan pembelian.
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Precourt, Geoffrey. "How Word of Mouth Works in Advertising". Journal of Advertising Research 55, n. 1 (marzo 2015): 2–3. http://dx.doi.org/10.2501/jar-55-1-002-003.
Testo completo
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Holder, Derek, e Robin Fairlie. "Word-of-mouth advertising — A new twist". Journal of Direct, Data and Digital Marketing Practice 8, n. 2 (ottobre 2006): 99–100. http://dx.doi.org/10.1057/palgrave.dddmp.4340560.
Testo completo
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Ullah, Najeeb, e Mustansar Hussain. "Impact of Unethical Advertising, Misleading Information or Deceptive Advertising on Customer Purchasing Intention with Mediating Effect of Word of Mouth: Case of Pakistan". International Journal Of Innovation And Economic Development 1, n. 4 (2015): 49–69. http://dx.doi.org/10.18775/ijied.1849-7551-7020.2015.14.2005.
Testo completoAbstract (sommario):
This paper aims to study the effect of Unethical advertising, misleading information or deception and stereotyping advertising impact on Customer purchase intention with mediating effect of word-of-mouth (WOM) in Pakistan. Based on variables, the authors tried to identify the effects of each variable to customer satisfaction. Data were collected through field research (questionnaire) among 600 Respondent who have their own different levels and fields like, Employee, students, and common people from twin city Islamabad & Rawalpindi. The results shows that unethical Advertising or misleading information and stereotyping advertising are negatively linked with customer buying behaviour or purchase intention, while word of mouth is also negatively associated with customer satisfaction. Limitations relate to the use of a non-probability sample and the restricted geographical area of the field research. There had a time constraint which could restrict many aspects of research for further elaboration.
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Esti Masita, Tri, Pramono Hari Adi, Wiwiek Rabiatul Adawiyah e 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, n. 3 (2022): 390–414. http://dx.doi.org/10.32910/ep.73.3.3.
Testo completoAbstract (sommario):
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 emotional advertising also does not affect word of mouth. Meanwhile, the multi-context number does not affect word of mouth, which can explain the inability of consumers to explain the reasons for recommending brands to others. This study has implications for research in sustainability and the practice of developing new environmentally friendly products to encourage the increase of these product usages.
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Gandasari, Imas, Mohamad Rizan e Karuniana Dianta Arfiando Sebayang. "Exploring the Influence Between Electronic Word-Of-Mouth, Advertising, Social Media Convenience, And Benefits on The Choice of Civil Engineering Study Program". International Journal of Research and Review 11, n. 6 (13 giugno 2024): 379–86. http://dx.doi.org/10.52403/ijrr.202406045.
Testo completoAbstract (sommario):
This study aims to provide insight into the influence of electronic word of mouth, advertising, convenience and benefits of social media, on the decision to choose a civil engineering study program at Krisnadwipayana University. This study used a survey with survey participants from the civil Engineering study program of the Faculty of Engineering, Krisnadwipayana University specializing in civil engineering. The results show that electronic word of mouth, advertising, convenience and benefits of social media have a positive effect on students' decision to choose to study in the civil engineering department. The findings will contribute to the development of effective educational strategies in Indonesia. Keywords: Decision making, electronic word of mouth, advertising, convenience, and benefits of social media
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Tenima, Yeremia Christofel, Silcyljeova Moniharapon e Debry C. A. Lintong. "Pengaruh Persepsi Harga Social Media Advertising dan Word of Mouth Terhadap Keputusan Pembelian Pada Rumah Makan Bakso Surabaya di Bahu". Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi 11, n. 3 (8 settembre 2023): 1367–78. http://dx.doi.org/10.35794/emba.v11i3.50947.
Testo completoAbstract (sommario):
Usaha warung bakso merupakan salah satu satu usaha industri kecil yang bergerak di bidang pengolahan makanan cepat saji. Usaha warung bakso ini telah ada sejak lama dan berkembang di daerah pedesaan pada beberapa provinsi di Indonesia salah satunya yaitu di Manado.Kondisi persaingan pasar saat ini memang semakin ketat, Salah satu hal penting yang perlu dilakukan dan diperhatikan oleh setiap perusahaan adalah mempertahankan pelanggan yang telah ada, terus menggarap pelanggan-pelanggan potensial baru agar jangan sampai pelanggan meninggalkan perusahaan menjadi pelanggan perusahaan lain. Penelitian ini bertujuan untuk mengetahui pengaruh persepsi harga, media social advertising dan word of mouth secara simultan ataupun parsial terhadap Keputusan Pembelian. Metode analisis yang digunakan adalah regresi linier berganda. Hasil uji hipotesis ditemukan bahwa baik secara simultan atapun parsial persepsi harga, media social advertising dan word of mouth berpengaruh signifikan terhadap keputusan pembelian konsumen. Untuk Rumah Makan Bakso Surabaya di Bahu agar mempertahankan harga, memaksimalkan penggunaan social media advertising untuk mempromosikan dan word of mouth sehingga dapat lebih menarik konsumen dalam membuat keputusan pembelian. Kata Kunci: Persepsi Harga, Media Social Advertising, Word of Mouth, Keputusan Pembelian
Tesi sul tema "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.
Testo completoAbstract (sommario):
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 recent years has enabled electronic word-of-mouth (eWOM), which is frequently carried out and has proven to be another effective marketing tool. Due to the fundamental role that marketing plays within a business and the frequent use of electronic word-of-mouth as a marketing tool it is important that business owners and marketers are aware of the factors influencing the effectiveness of it. This study explores eWOM from a marketing perspective, through investigating the factors that contribute towards the effectiveness of eWOM as a marketing tool. Therefore the primary objective of the study was to investigate the factors influencing effective eWOM marketing. A quantitative research approach was followed to empirically test the hypotheses and determine whether relationships exist between the four independent variables (factors influencing eWOM) and the dependent variable (effective eWOM marketing). A self-administered, five-point Likert-scale style structured questionnaire was used to obtain the data. The sample for this study comprised of 360 consumer respondents within the Nelson Mandela Metropole. An exploratory factor analysis extracted four valid constructs namely feedback, trustworthiness, social status and networking as the factors influencing effective eWOM marketing. Cronbach’s alphas confirmed the reliability of all extracted constructs. Most correlation results indicated moderate associations between the variables. However, effective eWOM marketing proved to have a strong correlation with social status. The results of the multiple regressions for the factors influencing effective eWOM marketing identified three statistically significant relationships between feedback, social status, networking and effective eWOM marketing. MANOVAS confirmed eleven statistically significant relationships of which only three were of practical significance. Practical significant relationships exist between ethnic affiliation, current position, years working experience and social status. In addition to identifying the three specific factors influencing effective eWOM marketing, namely online feedback, the need to obtain social status and the desire to engage in online networking, this study has made several contributions, specifically to eWOM marketing. This study has recommended specific online marketing strategies to increase effective eWOM for online feedback, for individuals to obtain social status and to engage in online networking. The hypothesised model developed from the study, illustrating the three factors that influence effective eWOM marketing for South African consumers, can now be used by other researchers in other countries as a framework for further testing or for businesses/marketing organisations to obtain information on the attributes to pay attention to increase the effectiveness of their eWOM marketing. The role that demographics such as ethnic affiliation, position in the business and years working experience play in satisfying the need of individuals to obtain social status in an online setting via eWOM marketing, were also confirmed. Furthermore, this study has provided practical advice to businesses/marketing organisations on how to utilise this knowledge to their advantage when wishing to stimulate eWOM conversations about their products and services. The findings of the research will also assist businesses/marketing organisations to initiate eWOM engagement and communicate more effectively with consumers online to obtain information on how to improve on and change existing products/services or the need for new product/service offerings to retain customers, ensure continuous consumer satisfaction and increase business turnover.
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Gustafsson, Maria, e 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.
Testo completoAbstract (sommario):
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, direktmarknadsföring och personlig försäljning. För att få uppmärksamhet av kunderna, undkomma det pågående mediebruset och differentiera sig på marknaden, tvingas företag att bli mer kreativa och aggressiva i sin marknadsföring. Vissa av de här kreativa aktiviteterna är kända som okonventionell marknadsföring. Ämnet är brett, men några av de viktigaste aspekterna är gerilla, viral och stealth marknadsföring. Gerilla marknadsföring är allmänt känt som okonventionella sätt att få företagens ord ut på gatorna. I gerilla marknadsföring ses allt som en reklambakgrund. Viral marknadsföring är känt som onlineversionen av word-of-mouth marknadsföring. Sociala medier som Facebook och bloggar, gör att informationsutbytet mellan användare går snabbt. Stealth marknadsföring är ett sätt att marknadsföra där avsändaren är okänd för kunderna. Vi ställer oss frågande till om det verkligen är så enkelt för ett företag att, med hjälp av okonventionell marknadsföring, skapa uppmärksamhet hos konsumenter. Det har lett oss in på vår frågeställning, som är att undersöka vad okonventionell marknadsföring har för påverkan, samt vilka attityder och beteenden metoden kan generera hos Generation Y. Vi har även valt att studera hur svenska moderelaterade företag på bästa vis kan använda sig av okonventionella marknadsföringsmetoder. Vi kom fram till följande resultat: Konsumenter uppfattar den här typen av marknadsföring som mer påtaglig och interagerande, jämförelsevis med traditionella medier. Faktorer som påverkar effekten av metoderna är konsumentens tidigare upplevelser och referenser. Då konsumenten från början hade en positiv eller en negativ attityd gentemot företaget, förstärktes attityden efter en okonventionell kampanj. Det var särskilt tydligt när det handlade om stealth marknadsföring. Viral marknadsföring kan vara mer lämplig för Generation Y, jämförelsevis med andra generationer, eftersom de generellt sett har mer internetvana. Okonventionell marknadsföring skapar starkare attityder och ger upphov till mer word-of-mouth, jämfört med traditionell marknadsföring. Det finns dock en risk att okonventionell marknadsföring inte leder till ett positivt köpbeteende hos konsumenten. Därför bör okonventionella kampanjer kompletteras med en mer säljdriven marknadskanal. Det innefattar dock inte modebloggar, eftersom att den kanalen räknas som mer säljfokuserad. Undersökningen visar att modereklamen ofta betraktas som traditionell och ointressant. Företagen kan då använda de här typerna av marknadsföringsmetoder för att differentiera sig från sina konkurrenter. Två faktorer är av stor betydelse i genomförandet av dessa strategier; kunskap om sin målgrupp och att ha en samstämmande image och kommunikation. Då ett företags kommunikation inte överensstämmer med hur konsumenten förväntar sig, kan det skada företaget. Vi kom även till slutsatsen att just gerilla är särskilt lämpligt för att sprida kunskap om nya eller små företag. Det är även lättare för små och trendiga företag att implementera de här metoderna, då det ofta förväntas av deras målgrupp att deras marknadskommunikation skall vara innovativ.
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Andersson, Andrew, e 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.
Testo completoAbstract (sommario):
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 word of mouth/elektronisk word of mouth om ett varumärke som använt sig av kontroversiell reklam. Undersökningen genomfördes med en enkät med standardiserade svar där den insamlade datan sedan analyserades med Chi2 test, bivariat korrelationsanalys samt multipel regressionsanalys. I undersökningen kunde respondenterna ta ställning till fem positiva och fem negativa adjektiv, kopplade till en reklambild. Analysen indikerade att kvinnor var både mer negativa och mindre positiva till kontroversiell reklam, åtminstone för de utföranden som testades i studien, därtill visade studien att äldre var mindre positiva till kontroversiell reklam. Slutligen indikerade studien att konsumenters attityd till ett varumärke påverkas i enlighet med dess intryck av reklamen, dvs. att om dess intryck var negativt kommer de sprida ett negativt omdöme. Detta samband gällde även för word of mouth.This study was inspired from observing ads that stirredup controversy and thereby got a lot of attention from consumers.The purpose of this study was to investigate how factors like gender and age may affectconsumers impression of controversial advertisements, but also to investigate how controversial advertisements may affect consumers attitudes towards brands that have used advertisements that were deemed as controversial. Lastly,the study investigates the probability that consumers will spread word of mouth/electronicword of mouth about the brands. The study was conducted through a survey with standardized answers and the data was analyzed with a Chi2 test, bivariate correlation analysis,and multiple regression analysis. The analysis indicated that women were more negative and less positive towards controversial advertisement than men were, atleastwithin the categories that were tested in the study. Furthermore, the study indicated that consumers attitudes towards a brand will be affected in the same way as the consumers impression of the controversial ad. Finally, results indicated that the probability for WOM is also affected in the same way as the consumers impression of the controversial advertisement.
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Heselius, Tobias, e 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.
Testo completoAbstract (sommario):
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 agencies that in one way or another uses digital solutions as an advertisment method. All interviews were conducted via the digital chat room Skype, one of the interviews were conducted with both picture and sound and the other two with audio-only. The following points are the essential conclusions of our study: Hidden viral advertising is seen as a rare promotional method in Sweden today, however, the viral-spread effect is more commonly used. The economic factors together with the spreading capacity of the viral advertising is contributing to one of the biggest reasons behind the use of viral advertising. In addition to these, viral advertising is seen as an effective way to stand out from traditional advertising. Viral advertising where the sender is hidden or unclear is always seen as unethical. It is not seen as unethical to spread advertisements through social media as long as the sender is apparent. To produce viral advertising with the intent of generating effective spread is seen as ethically acceptable as long as the sender is apparent. The openness of the Internet creates an opportunity for the consumer to criticice questionable advertising unimpeded, this means that hidden viral advertisment is not seen as a sustainable approach in the long run.
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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.
Testo completoAbstract (sommario):
Thesis (MBA (Business Management))--University of Stellenbosch, 2009.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 infiltrate network hubs. However, a contagious product is needed from a trusted, loved company with a solid reputation first before any buzz or referrals could commence. Communication between the company and the subject ought to be ongoing and personal. Companies must not just aim to please, but exceed expectations in an innovative way to gain attention. A clear differentiation from competitors stated in an unconventional and memorable way is a potent combination to make an impact and be remembered. Although the black middle class presents itself as an ever-growing goldmine, this buoyant part of the South African market is still underplayed and sometimes ignored by marketers. They are indeed different from the white middle class due to their frame of reference and the context of their background and should be approached differently in a marketing sense when truly gaining insight into their attitudes, values and belief systems. Coming from a tripartheid background, black middle class women are gaining economic and influential ground by the day. Word-of-mouth is an integral part of their life and network culture, especially standing with one foot in a Western world and another in their traditional African roots and culture, thus trusted advice from relevant sources is now more needed than ever. Understanding her dreams, being able to catch the fleeting moments which provide her motivation and collaborating with her is imperative for marketers to understand if their product or brand wants to be taken with her on her success journey. As she embraces technology more and gains access to the virtual world, creating and upholding digital interaction with her becomes increasingly important. In trying economic times, conspicuous consumption by the black middle class consumer is being put on the backburner, yet it would still remain a priority for this segment of the market for years to come as the quest towards self-actualisation is ongoing. Brands must be educated to follow up on their word-of-mouth campaigns, and provide support and appreciation to their pool of network influencers. Although measuring word-of-mouth is difficult it could be measured by objectives like sales-targets, with online activity being much easier to measure. In trying economic times an insightful and impactful word-of-mouth campaign could have a much greater return on investment than utilising the same old traditional media approaches. Media planning should commence from the customer‘s point of view and not from the company‘s point of view. By doing this the customer is treated like a true stakeholder of the company. When doing media planning, historic ways of making target market contact should be ignored and planning should be done on a completely clean slate thus to enable media planners and marketers to think innovatively. By incorporating these healthy media planning practices the door is opened for a possible word-of-mouth initiative to commence and thus a competitive advantage could be gained. The purpose of this literature study, which includes expert interviews, is to explore current word-of-mouth literature and tools available in light of globalisation enabling virtual communities and overlaying this with psychographical models available in South Africa, particularly focusing on the black middle class woman‘s evolvement sustaining cultural roots and traditional networks yet opening up to a changing media environment. The research question for this study thus is: How can brands and organisations utilise word-of-mouth marketing to reach and resonate with the modern emerging black middle class woman in South Africa today?
AFRIKAANSE OPSOMMING: Word-of-mouth is vloeiend en vind orals om ons plaas. Netwerke van mense is onsigbaar en sensitief vir die gedrag van enige onderneming. Die postmoderne verbruiker staan skepties teenoor advertensieboodskappe. Vriende se advies is meer betroubaar. Mense hou daarvan om vermaak te word en vir ʼn storie om te versprei is ʼn tipe volhoubaarheid nodig, dus die storie moet eenvoudig wees en kredietwaardigheid hê. Die produk of boodskap moet op hul lewens van toepassing wees en aldus relevansie hê. Die kategorie waarin elke produk geplaas word, huisves invloedryke verbruikers en sodoende kan bemarkers op 'n natuurlike wyse bestaande netwerke binnedring. ʼn Onderneming met ʼn eerbare reputasie wat geliefd en betroubaar is moet ʼn opwindende of opspraakwekkende produk kan lewer alvorens enige gonsing of reaksie in die mark kan geskied. Kommunikasie tussen die onderneming en die invloedryke persoon in eersgenoemde se teikenmarknetwerk moet deurgaans op persoonlike vlak geskied. Ondernemings moet poog om nie net aan hul verbruikers se verwagtinge te voldoen nie, maar om dit te oortref op 'n innoverende manier wat die aandag trek. ʼn Duidelike onderskeid tussen mededingers moet op ʼn onkonvensionele en indrukwekkende wyse plaasvind om sodoende ʼn volhoubare indruk te maak. Alhoewel die swart middelklas ʼn vinnig-groeiende goudmyn is, word hierdie uiters winsgewende sektor van die Suid-Afrikaanse mark steeds onderskat en somtyds deur bemarkers geïgnoreer. Die swart middelklas is immers verskillend van die wit middelklas as gevolg van hulle verwysingsraamwerk en agtergrond en moet dus anders in ʼn bemarkingskonteks benader word. Te meer gesien in die lig van hul opvattinge, waardes en geloofsoortuigings. Swart middelklas vroue, komende van ʼn drie-dubbele apartheids-agtergrond, styg in rasse skrede op ekonomiese vlak uit en raak veral invloedryk op vele gebiede. Hoorsê of oorvertellings is ʼn integrale deel van hulle lewens- en netwerkkultuur, veral as in ag geneem word dat sy met een voet in die Westerste kultuur en die ander gewortel in haar tradisionele Afrika kultuur staan. Daarom is vertrouenswaardige advies van relevante bronne nou meer nodig as ooit. Indien bemarkers daarin wil slaag dat sy hul produk of handelsmerk steeds bly gebruik soos sy meer suksesvol raak, moet hulle haar drome en die vlietende oomblikke wat haar motiveer verstaan en ook met haar bande smee. Soos sy meer vertroud raak met tegnologie en toegang verkry tot die virtuele wêreld, sal die skepping en behoud van digitale interaksie met haar al hoe belangriker word. Alhoewel duidelik waarneembare handelsmerkverbruik deur die swart middelklas tydens moeilike ekonomiese tye verflou of afplat, sal dit tog vir diesulkes nog jare 'n prioriteit bly soos wat hul konstante strewe na selfaktualisering daagliks aanhou groei. Handelsmerke moet daarna streef om gedurende word-of-mouth bemarkingsveldtogte sake konstant te bly opvolg. Hulle moet ook hul waardering toon aan diegene wat die grootste invloed het op ander in hul geïdentifiseerde netwerke van verbruikers en hulle aldus ondersteuning bied. Alhoewel die meting van word-of-mouth bemarking moeilik is, kan meting wel plaasvind deur doelwitte soos beoogde verkoopsyfers daar te stel. Aanlyn aktiwiteite is aansienlik makliker om te meet. Ondernemings kan heel moontlik ʼn groter verdienste-teenoor-investeringsmarge verkry, die resessie in ag genome, deur eerder indrukwekkende word-of-mouth veldtogte, geskoei op goeie markinsig te gebruik, as om terug te val op dieselfde ou tradisionele mediabenaderings. Die doel van hierdie literatuurstudie, wat ook onderhoude met kenners insluit, is om huidige word-of-mouth tegnieke en beskikbare literatuur te ontplooi teen ʼn agtergrond van globalisering wat skepping van virtuele gemeenskappe tot gevolg het. Hierdie inligting word dan gekorreleer met verskeie psigografiese modelle van die Suid-Afrikaanse swart middelklas mark. Hierdie studie fokus ook noukeurig op die vooruitgang van die swart middelklas vrou. Alhoewel sy nog haar tradisionele sosiale netwerke en kultuurgrondslag behou, stel sy haarself tog oop vir ʼn vinnig veranderende media-omgewing. Die navorsingsvraag van hierdie studie is dus: Hoe kan handelsmerke en ondernemings “word-of-mouth” bemarking gebruik om die ontluikende, moderne swart middelklasvrou in Suid-Afrika effektief te bereik en by haar aanklank te vind?
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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.
Testo completoAbstract (sommario):
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 demonstrate that the relative forecasting advantage of different information types is a function of the extent to which consumer and reviewer have similar product-level preferences ('source-receiver similarity'). Second, I investigate the process by which dispersion--the degree to which opinions are divided for a product or service--in WOM is interpreted. Using an attribution-based approach, I argue that the effect of WOM dispersion is dependent on the perceived cause of that dispersion, which is systematically related to perceptions of preference heterogeneity in a product category. For products for which preferences are expected to vary, dispersion is likely to be attributed to the reviewers rather than the product itself, and therefore tolerated. I provide evidence for my hypotheses in a series of experiments where WOM dispersion is manipulated and respondents make choices and indicate purchase intentions.
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Qu, Lianzhuang, e 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.
Testo completoAbstract (sommario):
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 validate the proposed theoretical model. Our findings indicate that online purchase behavior within EWOMSs can be enhanced by three conditions. First, perceived value should be enhanced by a design that ensures that the first review encountered by consumers is positive. Second, confidence in judgment about value should be increased by displaying the most helpful reviews first. Last, consumers’ emotional states should be enhanced by using a design that facilitates the processing of reviews. Such a design could further positively impact consumers’ confidence.
This research not only enhances our understanding of the effects of EWOMS designs but it also contributes to consumer behavior research by studying the effects of confidence in judgment about value. In addition, this research makes important contributions to ecommerce companies, online consumers, and policy makers.published_or_final_version
Business
Doctoral
Doctor of Philosophy
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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 boundary conditions of the first objective. The data were collected from a large number of consumers through Amazon Mechanical Turk. The results support many of the hypotheses accordant with the characteristics of the subclinical narcissistic individual. Specifically, the moderating effect of an individual’s level of narcissistic personality trait on the decision to engage in different types of WOM communications varies across the tested contexts. This study is intended to respond to social scientists' recent call for studies that investigate the fundamental motives behind the individual’s propensity to engage in WOM communication as a function of individual characteristics. The results of this study provide some prescriptive guidance to help companies target appropriate consumers to increase the effectiveness of WOM communication. In addition, this study explores the effect of individual and contextual differences on consumers’ willingness to engage in different types of WOM communication.
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Hoarau, Anne-Gabrielle, Lara Gendre e 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 viral, controversial advertisement. Conclusion: The results show that there is indeed a relation between being exposed to negative online word-of-mouth: controversy and interpretation of the content influence the customer’s opinion.
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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.
Testo completoAbstract (sommario):
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 acknowledge that a brand is hated (i.e. hate-acknowledging advertising) can be advantageous for corporate polarizing brands. The findings suggest that, compared to a traditional ad (i.e., an ad which only focuses on positive brand attributes or information), a hate-acknowledging produces higher levels of brand trust through the mediating influence of ad credibility. This research also demonstrates that hate-acknowledging advertising (vs. traditional advertising) has a stronger and more favorable influence on consumer intentions to engage in positive word of mouth, and that consumer brand emotions moderate this effect. Specifically, the favorable influence of hate-acknowledging on positive word of mouth intensifies with higher levels of consumer love towards a polarizing brand.
Libri sul tema "Word-of-mouth advertising"
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Cakim, Idil M. Implementing Word of Mouth Marketing. New York: 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. Los Angeles, Calif: 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. Chalford, Gloucestershire: 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. Hoboken, N.J: Wiley, 2010.
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Rosen, Emanuel. The anatomy of buzz revisited: Real-life lessons in word-of-mouth marketing. 2a ed. New York: 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. Austin, Tex: 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. Hoboken, N.J: Wiley, 2010.
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1962-, Harris Gregrey J., a cura di. Talk is cheap: Promoting your business through word of mouth advertising. Los Angeles, Calif., USA: Americas Group, 1991.
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Gregrey, Harris, a cura di. Talk is cheap: Promoting your business through word of mouth advertising. London: 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. Dublin: University College Dublin, 1995.
Cerca il testo completoCapitoli di libri sul tema "Word-of-mouth advertising"
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Chu, Shu-Chuan. "The Role of Culture in Electronic Word-of-Mouth Communication". In Digital Advertising, 421–26. Third edition. | New York, NY : Routledge, 2017.: Routledge, 2017. http://dx.doi.org/10.4324/9781315623252-24.
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Mazerant, Komala, e Lotte M. Willemsen. "Now and Wow! How Temporal Characteristics Affect the Word of Mouth of Topical Advertising". In Advances in Advertising Research IX, 273–86. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-22681-7_20.
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Köhler, Isabelle, e Franz-Rudolf Esch. "Increasing Brand Experiences and Word of Mouth in Experiential Retailing - A Cross-Cultural Perspective". In Advances in Advertising Research IX, 259–72. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-22681-7_19.
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Wottrich, Verena M., e Hilde A. M. Voorveld. "Creative vs. Traditional Media Choice: Effects on Word-of-Mouth and Purchase Intention". In Advances in Advertising Research (Vol. VI), 325–35. Wiesbaden: Springer Fachmedien Wiesbaden, 2015. http://dx.doi.org/10.1007/978-3-658-10558-7_25.
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Taketani, Keigo, e 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), 225–40. Wiesbaden: 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 e 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), 75–88. Wiesbaden: 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 e 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, 477–81. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-45596-9_88.
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Romano, Maurizio, Francesco Mola e Claudio Conversano. "Decomposing tourists’ sentiment from raw NL text to assess customer satisfaction". In Proceedings e report, 147–51. Florence: Firenze University Press, 2021. http://dx.doi.org/10.36253/978-88-5518-304-8.29.
Testo completoAbstract (sommario):
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 language text corpus. The combined approach of Neural Networks, with high predictive power but more challenging interpretation, with more simple but informative models, allows us to quantify a sentiment with a numeric value and to predict if a sentence has a positive (negative) sentiment. The assessment of an objective quantity improves the interpretation of the results in many fields. For example, it is possible to identify crucial specific sectors that require intervention, improving the company's services whilst finding the strengths of the company himself (useful for advertising campaigns). Moreover, considering that the time information is usually available in textual data with a web origin, to analyze trends on macro/micro topics. After showing how to properly reduce the dimensionality of the textual data with a data-cleaning phase, we show how to combine: WordEmbedding, K-Means clustering, SentiWordNet, and the Threshold-based Naïve Bayes classifier. We apply this method to Booking.com and TripAdvisor.com data, analyzing the sentiment of people who discuss a particular issue, providing an example of customer satisfaction.
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Mishra, Manoj Kumar, Nidhi Sharma e Sunil Kumar. "E-Word of Mouth and Purchase Intention". In Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing, 169–77. IGI Global, 2022. http://dx.doi.org/10.4018/978-1-6684-5897-6.ch014.
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The aim of the study is to investigate the effect of e word of mouth, consumer engagement, and attitude towards social media advertising on purchase intention of consumers towards organic food products. Analysis of data includes descriptive statistics, correlation, regression using SPSS version 22. CFA and structural equation modeling were conducted using AMOS 22 on the sample of 251 which was collected from Delhi and NCR using convenience sampling method. The result of the study suggests that e word of mouth, consumer engagement, and attitude towards social media advertising have a significant positive relationship with consumer purchase intention towards organic food products. Organic products are getting momentum in the world market as well as in the Indian market. Therefore, the study helps to accelerate this momentum for the organic food industry to execute and help them to align their marketing strategies.
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Chu, Shu-Chuan, e Juran Kim. "The current state of knowledge on electronic word-of-mouth in advertising research". In Electronic Word of Mouth as a Promotional Technique, 1–13. Routledge, 2020. http://dx.doi.org/10.4324/9780429432897-1.
Testo completoAtti di convegni sul tema "Word-of-mouth advertising"
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Larhsoukanh, Saisomphorn, e Chengzhang Wang. "Annual Traveller Demand from Advertising and Word of Mouth". In International Conference on Business and Management Research (ICBMR-17). Paris, France: Atlantis Press, 2017. http://dx.doi.org/10.2991/icbmr-17.2017.56.
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Cenying, Yang, e 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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