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...

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...

One of the most affected industries due to COVID-19 has been full-service restaurants since several governments worldwide decided close them temporarily as a measure stop spreading virus. As re-opening happens, priority on factors for these restaurants’ customers recommend others or Word-of-Mouth (WOM) seems have changed, especially if analyzed according demographics groups. This article shows ...

Marka değerinin ağızdan ağıza iletişim üzerindeki etkisinin incelendiği bu araştırma, İstanbul vakıf üniversitelerindeki havacılık bölümlerinde öğrenim gören ön lisans öğrencileri üzerinde gerçekleştirilmiştir. Örneklem seçiminde, “Kolayda Tekniğinden” yararlanılmıştır. Araştırma verileri, anket tekniği ile toplanmıştır. Katılımcılara Google Form üzerinden dağıtılan anketlerden geçerli olarak k...

Word of mouth (WOM) is an important component of a complex and dynamic marketplace environment, and as such, WOM research is best undertaken as part of a holistic research program. Five principles describing the operation of WOM are discussed, supported by data, and examples drawn from recent research studies. Complexity science modeling is introduced as an effective method for simulating the r...

The customers who buy the most from you are probably not your best marketers. What's more, your best marketers may be worth far more to your company than your most enthusiastic consumers. Those are the conclusions of professors Kumar and Petersen at the University of Connecticut and professor Leone at Ohio State University, who analyzed thousands of customers in research focused on a telecommun...

IKEA is a fast-growing multinational home furnishings company started in 1943 Sweden. Using comparative analysis of the brand Malaysia and China, this research intends to analyze relationship between attitude, experience, love, word mouth. The data collected from China (N=100) revealed that love impact This paper contributes consumer-brand relationships literature by exploring role retail brand...

Most past research on word-of-mouth (WOM) communication has focused on the attributes of the WOM sender, such as opinion leadership and innovativeness. However, since WOM communication involves the interaction of the sender and the receiver, it is important to examine the relationship between the two. Past research on personal influence which examines the relational context includes two contrad...