Az on-line szájreklám (electronic word-of-mouth) jellemzői a marketingkommunikáció szempontjából
نویسندگان
چکیده
منابع مشابه
A Literature Review of Word of Mouth and Electronic Word of Mouth: Implications for Consumer Behavior
The rise and spread of the Internet has led to the emergence of a new form of word of mouth (WOM): electronic word of mouth (eWOM), considered one of the most influential informal media among consumers, businesses, and the population at large. Drawing on these ideas, this paper reviews the relevant literature, analyzing the impact of traditional WOM and eWOM in the field of consumer behavior an...
متن کاملElectronic Word of Mouth: Definitions and Concepts
Because of its great impact on the consumer’s behavior, electronic Word Of Mouth (eWOM) has become an important concept for the researchers and during the last decade, a great deal of attention was paid to the concept of eWOM. However, despite the growing number of studies on the subject, related literature remains fragmented, possibly affecting the long term development of the eWOM research. F...
متن کاملElectronic word-of-mouth: Challenges and opportunities
Word-of-mouth (WOM) has been recognized as one of the most influential resources of information transmission. However, conventional WOM communication is only effective within limited social contact boundaries. The advances of information technology and the emergence of online social network sites have changed the way information is transmitted and have transcended the traditional limitations of...
متن کاملA Framework for Identification The Effective Factors In Accepting The Accepting The Electronic Word Of Mouth Advertising In Instagram
Nowadays, people rely mostly on the information gathered through word of mouth regarding the purchase of products of using services. On the other hand, due to the expansion of social networks among people and its daily usage in society, these advertisements are mostly published in social networks. However, not all these advertisements are accepted by the audiences. Therefore, the aim of this st...
متن کاملThe Effect of Electronic Word of Mouth (e-WOM) Advertising on the Sports Customers' Purchase Intention with Emphasis on the Mediator Role of Consumer’s Involvement
The present study aimed to investigate the effects of electronic word of mouth (e-WOM) advertising on the sports customers' purchase intention with emphasis on the mediator role of consumer’s involvement. 270 sport customers voluntarily filled out the Bambauer-Sachse and Mangold electronic word of mouth advertising (2011), McQuarrie's consumer involvement (1992) and the Diallo (2012) and Park e...
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ژورنال
عنوان ژورنال: Vezetéstudomány / Budapest Management Review
سال: 2016
ISSN: 0133-0179
DOI: 10.14267/veztud.2016.06.05