electronic word of mouth (e-wom) is a new emergent arena in which, consumers share their experiences and reviews on various brands and products such as laptop with each other, through online communication channels. this is a practical and survey research. research’s statistical society is the students of allameh tabatabaei university. statistical sample is selected by relative categorized and a...

In this research, we investigate how television advertising drives online word-of-mouth (WOM). We first explore if television advertising (1) affects online WOM about the brand advertised and (2) associates with changes in online WOM about the program in which the advertisement airs. We further examine if the media context in which the advertisement appears – the television program – impacts th...

While advertisers increase spending on marketing campaigns, little is known about its effectiveness for the firm and for its competitors. In this study, we explore consumer responses to TV advertising of the 2010 Superbowl show. We investigate how peer exposure to brands affects word-of-mouth generation for the brand and its competitors using a unique datasets with 1.3 million users’ activities...

the purpose of this study is to investigate the extent to which brand experience affects brand credit, brand attitude, and customer-based brand equity. by five-point likert scale, the data will be collected through questionnaire filled by 385 students in islamic azad university-firouzkouh branch using samsung, apple, nokia, sony, sony ericsson, and lg cell phones. lisrel is used to test researc...

Background. The brand equity is raised as one key subject in founding the value creation for the brand. Nowadays, the sports managers are searching for creating a very powerful brand and favorable for their own organizations obtaining one long term and highlighting the consumers’ athletic experiences and the continuous relationship with them. Objectives. The purpose of this study was to focus ...

This study examines the influence of self-presentation on brand-related word-of-mouth (WOM) and the moderating roles of gender and number of Facebook friends on the relationship between self-presentation and brand-related WOM. Data were collected from Facebook users (N = 400) via an online survey. Hierarchical multiple regression analysis revealed that self-presentation is positively related to...

This study aims to analyze the effect of Social Media Marketing Activity on Brand Equity, Equity e-WOM, e-WOM Purchase Intention, and Intention used purposive sampling with 215 valid questionnaires. Respondents were selected based determined criteria; respondents who know social media Jiwa Jiwa's Instagram have purchased Janji either online or directly outlets. Partial Least Square was chosen a...

Most of previous studies on mobile banking focus on the initial adoption by drawing upon the technology acceptance theories, while the post-adoption issues (e.g., loyalty) have been rarely examined. To fill this research gap, based on brand equity theory and symbolic value theory, we propose a research model to articulate the relationship between technology leadership, brand equity, and custome...

Seeded marketing campaigns (SMCs) involve firms sending product samples to selected customers and encouraging them to spread word of mouth (WOM). Prior research has examined certain aspects of this increasingly popular form of marketing communication, such as seeding strategies and their immediate efficacy. Building on prior research, this study investigates the effects of SMCs that extend beyo...

Brands and word-of-mouth are cornerstones of marketing. Yet, their relationship has received relatively little attention. This study aims to enhance our understanding of brand characteristics as antecedents of WOM by executing a comprehensive empirical analysis. For this purpose, we constructed a unique data set on online and offline WOM and characteristics for over 600 of the most talked-about...