Brand Commitment Analysis in Improving Electronic Word of Mouth
نویسندگان
چکیده
منابع مشابه
Electronic Word-of-mouth: the Moderating Roles of Product Involvement and Brand Image
Purpose: As an Internet-based version of word of mouth, electronic word-of-mouth (eWOM), the new information presented from the perspective of consumers who have purchased and used the product, have become a major informational source for consumers. The purpose of this paper aims to investigate the influence of eWOM on purchasing intention. Moreover, this study examines the moderating effect of...
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...
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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...
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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...
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این تحقیق شخصیت برند سمند را در ایران با استفاده از مدل پنج بعدی آکر (1997) بعنوان یک چهارچوب بطور توصیفی سنجیده است. بنابر این چهارچوب که دراصل در 42 جزء (42 ویزگی شخصیتی) ودر پنج بعد شخصیتی طراحی شده بود ودر کشورها وصنایع مختلف آزموده شده بود, پرسنامه به زبان فارسی ترجمه شده و با استفاده از روشهای ترجمه معکوس و مصاحبه عمیق با 12 متخصص ایرانی به 38 جزء کاهش یافت. و نظرسنجی ای در پنج نمایندگی ا...
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ژورنال
عنوان ژورنال: Advances in economics, business and management research
سال: 2022
ISSN: ['2352-5428']
DOI: https://doi.org/10.2991/aebmr.k.220701.073