Consumer sophistication, word-of-mouth and “False” promotions
نویسندگان
چکیده
منابع مشابه
locus of control and word of mouth communication among consumer
word of mouth communications in marketing is one of the important informal communication tools between consumer of goods, service and organizations which is appointed with the researchers. the purpose of this study is to determine the relationship between locus of control with word of mouth communication between students of isfahan university. this is a survey study which it is samples were 243...
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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...
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Consumers who lack personal experience with online products and virtual shops perceive a high level of risk in the ecommerce context. Consumers need to learn about online products and vendors before they make a purchase decision. Electronic word-of-mouth (eWOM) is a medium for such learning that not only includes specific recommendations about online products and vendors, but also supports soci...
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Today’s consumers value the knowledge and opinions of others (Lawer and Knox 2006); indeed it is argued that word-of-mouth is replacing traditional mass media in influencing consumer attitudes and brand choice (Urban 2004). Research has suggested that word-ofmouth (WOM) plays an important role in shaping attitudes and behaviours of consumers (Herr et al. 1991). Day (1971) found that WOM was nin...
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Manufacturers are not necessarily in the "prisoner's dilemma" with their promotional spending. A small share brand may be made better off by promoting even if its behavior triggers a promotional response from larger share conpetitors. Given the seeming inevitability of promotional activity, we consider the management of promotional expenditures across a product line. A manufacturer with two bra...
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ژورنال
عنوان ژورنال: Journal of Economic Behavior & Organization
سال: 2018
ISSN: 0167-2681
DOI: 10.1016/j.jebo.2018.05.011