SOCIAL MEDIA MARKETING, ELECTRONIC WORD OF MOUTH DAN CUSTOMER ENGAGEMENT

Patient engagement or social media marketing?

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 ...

Word of Mouth Marketing through Online Social Networks

This paper proposes a research agenda for studying factors that may affect marketing effectiveness in the context of online communities. Findings of prior studies are synthesized into a more comprehensive review of the state of the art of research on word of mouth marketing through online social networks. Based on the review, we propose a research model that incorporates both network and indivi...

The Impacts of Electronic Word of Mouth in Social Media on Consumers` Purchase Intentions

The influence of Electronic Word of Mouth (eWOM) on consumers` purchase intentions has been known for a long time. However, eWOM has gained a new dimension with the advent of social media. Before this new phenomenon, people were able to talk with anonymous people on the Internet. Social media enable people to talk with friends and acquaintances, on the Internet. This new way of eWOM might be mo...

ANALYSING 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...