Electronic word of mouth is now considered one of the most reliable forms of communication in recent years electronic wom is an important extension in consumer environment and is an outcome of activity on social media. The 11th international days of statistics and economics, prague, september 14-16, 2017 1192 the effect of electronic word-of-mouth on brand image, perceived value and purchase intention of the smartphone’s consumer thi minh ly pham ‒ thao thien ngo. The marketing literature abounds with the claim that word of mouth communication has a substantial influence on consumer purchase decisions word of mouth (wom) is a message. – primarily, the purpose of this paper is to investigate the interaction and direct effects of tie strength between sender and receiver of word of mouth (wom) and the receiver’s service purchase decision involvement on wom influence. Everyone believes word of mouth has an impact on business from increasing awareness to driving sales but proving the return on investment in word-of-mouth marketing has been an elusive quest for marketers.
Consumers are affected by electronic word-of-mouth through social networking sites in the specific area, a research gap was noticed, namely, how electronic word-of-mouth through social networking sites affects consumers’ product perceptions and purchase. Positive word of mouth impacts a consumers likelihood to purchase by 61% while negative word of mouth, only 16% of course some industries have it easier than others healthcare, financial services and telecom have a tougher time generating the positive word of mouth than other industries like food and dining and household products. The impact of word of mouth via twitter on moviegoers’ decisions and film revenues - revisiting prospect theory: how wom about movies drives loss-aversion and reference-dependence behaviors this study drew on the existing decision process theory to empirically examine the effect of word of mouth (wom) generated by social media.
Purpose – primarily, the purpose of this paper is to investigate the interaction and direct effects of tie strength between sender and receiver of word of mouth (wom) and the receiver’s service purchase decision involvement on wom influence. Word-of-mouth communication exposes three fundamental concerns of researchers who currently investigate this phenomenon: i) the frequency and types of word-of-mouth behavior, ii) the effect of word-of-mouth behavior on product evaluation and iii) the impact of word-of-mouth information on social relationships. Impact of information exchange of e-word-of-mouth towards intention to purchase in current issues in hospitality and tourism research and innovations - proceedings of the international hospitality and tourism conference, ihtc 2012 2012 p 407-411.
Chapter 1 introduction 11 research background word-of mouth communication (wom) is the process which allows consumers to share information and opinions that direct buyers towards and away from specific products, brands, and services. Abstract—the purpose of this study is to develop a conceptual framework on the potential effects of electronic word–of-mouth (ewom) communication on consumers’ buying decision-making process in the low cost airline industry. Abstract - negative word-of-mouth (nwom) is a consumer response to dissatisfaction this paper reviews existing literature on nwom and related topics, especially examining the circumstances under which it occurs and the factors which influence the impact of this form of communication on recipients.
Word of mouth in consumers purchase decisions: the moderating role of product type abstract this article examines how homophily and ability (expertise) of ewom source can impact on the. Abstract kristiina herold impact of word -of-mouth on consumer decision -making: an information processing perspective in the context of a high -involvement service. Manel hamouda , rym srarfi tabbane, impact of electronic word of mouth evaluation on purchase intention: the mediating role of attitude toward the product, international journal of online marketing, v3 n2, p20-37, april 2013.
Suzanne fanning is the president of the word of mouth marketing association (womma), the official trade association for the word of mouth and social media marketing industry. The impact of observational learning and electronic word of mouth on consumer purchase decisions: the moderating role of consumer expertise and consumer involvement.
We believe that word of mouth can be dissected to understand exactly what makes it effective and that its impact can be measured using what we call “word-of-mouth equity”—an index of a brand’s power to generate messages that influence the consumer’s decision to purchase. Turkish context at the time of this study the following are the research hypotheses derived from the review of the relevant literature: h 1: electronic word-of-mouth has a positive impact on brand image h 2: electronic word-of-mouth has a positive impact on purchase intention h. This paper measures how the impact of positive and negative word of mouth (pwom, nwom) is related to the receiver's intention to purchase brands, using shift in the intention to purchase as the measure of impact.