منابع مشابه
Advertising and word of mouth in tourism, a simulation study
This paper seeks to model the effect of word of mouth (WOM) on travel behavior. In particular it seeks to examine the effect of social networks on WOM amongst a population in the origin prior to travel. In this paper the effect of WOM is compared to that of paid advertising (ADV). In other words we simulate a situation in which a tourism operator (a hotel manager for example) wishes to understa...
متن کاملA Framework for Identification The Effective Factors In Accepting The Accepting The Electronic Word Of Mouth Advertising In Instagram
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...
متن کاملQuantifying the Ripple: Word-Of-Mouth and Advertising Effectiveness
In this article the authors demonstrate how a customer lifetime value approach can provide a better assessment of advertising effectiveness that takes into account post purchase behaviors such as word-of-mouth. While for many advertisers word-of-mouth is viewed as an alternative to advertising, the authors show that it is possible to quantify the way in which word-of-mouth often complements and...
متن کاملWord of Mouth Advertising, Credibility and Learning in Networks
Social networks representing the pattern of social interactions who talks to or who observes whomplay a crucial role as a medium for the spread of information, ideas, diseases, products. Someone in the population may be struck with an infection or may adopt a new technology, and it can then either die out quickly or spread throughout the population, depending possibly on the location of the ini...
متن کاملAdvertising and Word-of-Mouth in Motion Picture Industry
Motion picture industry is characterized by extensive advertising and word-of-mouth among (potential) consumers. We develop a simple computational model of consumer behavior to study the interaction between these two forces. WOM that propagates through fixed social network is affected by the mismatch between consumer’s expectations and realized quality of the film. As a result, intensive advert...
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ژورنال
عنوان ژورنال: Journal of Direct, Data and Digital Marketing Practice
سال: 2006
ISSN: 1746-0166,1746-0174
DOI: 10.1057/palgrave.dddmp.4340560