ELECTRONIC WORD OF MOUTH SEBAGAI STRATEGI PUBLIC RELATION DI ERA DIGITAL
نویسندگان
چکیده
منابع مشابه
Electronic 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 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 کاملThe Impact of Electronic-Word-of-Mouth on Digital Microproducts: An Empirical Investigation of Amazon Shorts
This research seeks to assess the impact of electronic Word-of-Mouth (eWOM) on sales performance of digital goods. Digital microproducts – such as Amazon.com’s 49-cent short books, or Apple’s 99cent songs – are digital goods that can be sold anywhere, at any time, at a low acquisition cost and no delivery costs via Web-based electronic commerce. Set at a fixed and low price, it is expected that...
متن کاملThe impact of electronic word-of-mouth in the distribution of digital goods
The rapid proliferation of social media networks has presented a platform of opportunities for the distribution of digital products and related applications. This is commonly known as wordof-mouth or viral marketing and intuitively fits the requirements of digital goods in that consumption, authentication and opinions are communal. In this short paper, we point out the efficacy of the phenomeno...
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ژورنال
عنوان ژورنال: Interaksi: Jurnal Ilmu Komunikasi
سال: 2019
ISSN: 2548-4907,2301-6051
DOI: 10.14710/interaksi.8.1.18-27