Electronic Word-Of-Mouth (eWOM) Behavior in Malaysia: Successful Marketing Strategy
نویسندگان
چکیده
منابع مشابه
Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites
As more and more marketers incorporate social media as an integral part of the promotional mix, rigorous investigation of the determinants that impact consumers’ engagement in eWOM via social networks is becoming critical. Given the social and communal characteristics of social networking sites (SNSs) such as Facebook, MySpace and Friendster, this study examines how social relationship factors ...
متن کاملANALYSING ELECTRONIC WORD-OF-MOUTH (eWOM) IN SOCIAL MEDIA FOR CONSUMER INSIGHTS – A MULTIDISCIPLINARY APPROACH
Marketing has been criticised from all spheres today since the real worth of all the marketing efforts can hardly be precisely determined. Today consumers are better informed and also misinformed at times due to the bombardment of various pieces of information through a new type of interactive media, i.e., social media (SM). In SM, communication is through dialogue channels wherein consumers pa...
متن کاملThe Pervasive Influence of Electronic Word of Mouth (eWOM) on Today’s Social Consumer
Social networking sites (SNSs) are a booming worldwide phenomenon with enormous business potential for companies to communicate with their targetaudience consumers and spread their brand-related messages. One of the notable distinguishing characteristics of SNSs, when compared to previous Web 1.0-based communication tools, is the active role that consumers play in the communication process with...
متن کاملA 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 کاملA discount strategy in word-of-mouth marketing and its assessment
This paper addresses the discount pricing in word-of-mouth (WOM) marketing. A new discount strategy known as the Infection-Based Discount (IBD) strategy is proposed. The basic idea of the IBD strategy lies in that each customer enjoys a discount that is linearly proportional to his/her influence in the WOM network. To evaluate the performance of the IBD strategy, the WOM spreading process is mo...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: International Journal of Academic Research in Business and Social Sciences
سال: 2018
ISSN: 2222-6990
DOI: 10.6007/ijarbss/v8-i9/4694