Word of Mouth and Its Impact on Marketing
نویسنده
چکیده
As a result different aims were drawn; the initial aim of this research is to study the attention of the customers in word of mouth to power their online purchasing activities. The next aim is to analyze the people influenced by interest of word of mouth. The following aim is to examine the marketing behavior bearing in mind the internet progress and word of mouth, their consideration for word of mouth marketing. In the form of research questions the aims of study are: How community utilizes and multiplies word of mouth information about online purchasing experience? How communities perceive word of mouth marketing? How marketers take word of mouth phenomenon and how they handle it?
منابع مشابه
The Effect of Green Marketing Mix on Word of Mouth Advertisement with the Mediating Role of Brand Love and Brand Loyalty
The aim of this study was to investigate the importance of green marketing mix and its effect on word of mouth advertising with the mediating role of brand love and brand loyalty from the viewpoints of consumers of swimming pools in Rasht city. This study was a descriptive survey conducted as a field. The population was unlimited and included all consumers of swimming pools in Rasht city. The ...
متن کاملبررسی نقش میانجی تبلیغات دهانبهدهان الکترونیکی در رابطه میان ابعاد بازاریابی تجربی و قصد خرید مصرفکننده (مورد مطالعه: بازار اینترنتی تلفن همراه)
The purpose of this study is to investigate the mediatory role of electronic word of mouth advertising in relation to the dimensions of empirical marketing and consumer buying intensions in the Internet shopping market of mobile phones. This research is applied in terms of purpose, and descriptive, the correlational type, in terms of data collection. The target community of this research includ...
متن کاملA Model of E-Loyalty and Word-Of-Mouth based on e-trust in E-banking services (Case Study: Mellat Bank)
Customers extend robust trust to a business when they believe the business puts their interests first. Good experience of banking services and recommendations of other customers can increase trust. Loyalty and Word of mouth (WOM) is accepted as key factors successes of marketing. This paper seeks to discover the affecting factors on positive word of mouth and loyalty based on trust enhancement ...
متن کاملGuerilla Marketing Approach on Consumer’s Purchase Intention with Presence of Mediator Variable of Satisfaction
Knowing consumer attitudes in the field of consumer behavior is a strategic capability. Therefore, the purpose of this study was to investigate the effect of non-traditional promotional tools with guerrilla marketing approach on consumer purchase intention with the mediator variable of customer satisfaction in Hooshmand Khorshid Bahrevar Company in Bushehr Province. For this purpose, a question...
متن کاملAn analysis of the green response of consumers to the environmentally friendly behaviour of corporations
Nowadays, paying attention to the environmental needs and desires of consumersand trying to satisfy them by designing marketing activities in an environmentallyfriendly way, is the best way to increase their satisfaction and finally, gaincompetitive advantage. Prior research has paid much attention to the consumerbehavior and marketing activities of corporate organizations, but none has studied...
متن کامل