...Summary of Project Title of Paper Word of Mouth marketing effect on Business to Consumer (B2C) Sales Name of Student Dean Hennessy Sources of Information For my sources of information I used a number of library resources such as the online databases that include Business Source Complete and the Emerald Management Database and I found a number of peer reviewed journals in the field of word of mouth marketing (WOMM) and how it affects B2C sales. I also sourced my information from online resources such as Nielsen and Warc who takes a special interest into consumer buying habits and habits of the media. Nielsen conducted a global trust in advertising report, so data from this report is going to be used to see the comparison of consumer trust between all the traditional and online marketing formats and also the rise in popularity in WOMM. I looked at an online article from the business magazine, Forbes detailing the various sales tools to exploit WOMM. Finally I sourced an online article on Tesco and how they used WOMM to their advantage and engage with their Facebook audience. List of Topics for discussion * Implications that the rise in the use of Word of mouth marketing has in the business to consumer sales environment * What is required to exploit the potential of Word of mouth marketing as a sales tool? * An example of a business that used word of mouth marketing and how they used it to benefit the company in terms of sales. Project Plan I am going to split...
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...Week 3 Individual: Stages of the research Project RES/351 Word of Mouth is considered a powerful marketing device. The impact of consumers discussing products and services with other potential clients can be both beneficial or negative depending upon the view of the customer. Word of mouth referrals have long been considered a vital aspect of marketing but in the new digital age this referral system is drawn into question. One of the major criticisms of the word of Mouth today is that it is less influential due to globalization. The internet provides a new voice for consumers but is this voice as powerful as traditional word of mouth? This new field of research is slowly being explored. Due to the age of the internet, there are limited studies in this area. One of the most prominent studies was performed by Microsoft and Keller Fay Group. The study “Talk Track” was intended to measure the impact of the word of mouth both traditional and nontraditional forms. The research collected 24,724 interviews from participants ages 18-54 (Microsoft; Keller Fay Group, 2011). The study was self-reported with the participants using diaries to keep track of conversations concerning brands. Participants also completed online surveys that further detailed the word of mouth conversations. The independent variable in this experiment was the word of mouth, and the dependent variable was impact of the word of mouth on consumer brand values. The sample sizes of participants were: Adult Respondents...
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...Volume 9 Number 2 2010 Influence of Word of Mouth Communication Towards Indonesian Online Shopper Purchase Intention Mustika Sufiati Purwanegara School of Business and Management Institut Teknologi Bandung Eka Yuliana Master of Science in Management, School of Business and Management Institut Teknologi Bandung Abstract Word-of-mouth (WOM) gives the consumer perceptions to engage in retail online shopping can include both utilitarian and hedonic shopping dimensions. To cater to these consumers, online retailers can create a cognitively and esthetically rich shopping environment, through sophisticated levels of communication, as the personal influence, online community, and also by sharing they experience. Since the effect of word of mouth communications on marketing and has proven to stimulate online consumer's perceptions, 374 person of House of Taaj Facebookers in all over Indonesia, in which 280 female (75%) and 94 male (25%) has expressed their perceptions toward online purchase intention, and word of mouth. This research presumes that word of mouth from another online consumers, share information and features can influence online shopping intention and entice them to modify or even transform their original shopping predispositions by providing them with attractive and enhanced interactive features and controls of buying. To achieve the research objectives and the test hypotheses, factor analysis, and linear regression are used to analyze the significant level of each variable...
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...Intentions and Word-ofMouth Muhammad Yasin1, Amjad Shamim2 2 (Department of Business and Economics, Foundation University Islamabad, Pakistan) (Lecturer, Department of Business and Economics, Foundation University Islamabad, Pakistan) 1 Abstract: The objective of this research is two fold. First is to determine the impact of brand experience, brand trust and affective commitment on purchase intentions. Second is to ascertain the mediating role of brand love in the relationships of purchase intentions and word-of-mouth. The data was obtained from 265 cell phone customers from Islamabad and Rawalpindi cities of the Islamic Republic of Pakistan. Simple random sampling technique was used for the collection of data and the data was analyzed in SPSS 15.0 where correlation and regression analyses were performed. Results indicate that brand experience, brand trust and affective commitment have significant positive impacts on purchase intentions. In this relationship, the intensity of the impact of affective commitment is quite high as compared to other variables. Other results revealed that purchase intentions significantly predict brand love and word-of-mouth, and brand love also significantly predicts word-of-mouth. And finally, brand love has partial mediation affect in the relationship of purchase intentions and word-of-mouth. Keywords - affective commitment, brand experience, brand trust, brand love, cell phone I. INTRODUCTION Brand love – a vital marketing concept...
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...r other uses, see Word of mouth (disambiguation). Word of mouth, or viva voce,[1] is the passing of information from person to person by oral communication, which could be as simple as telling someone the time of day. Storytelling is a common form of word-of-mouth communication where one person tells others a story about a real event or something made up. Oral tradition is cultural material and traditions transmitted by word of mouth through successive generations. Storytelling and oral tradition are forms of word of mouth that play important roles in folklore and mythology. Another example of oral communication is oral history—the recording, preservation and interpretation of historical information, based on the personal experiences and opinions of the speaker. Oral history preservation is the field that deals with the care and upkeep of oral history materials collected by word of mouth, whatever format they may be in. In marketing, word-of-mouth communication (WOM) involves the passing of information between a non-commercial communicator (i.e. someone who is not rewarded) and a receiver concerning a brand, a product, or a service.[2] When WOM is mediated through electronic means, the resulting electronic word of mouth (eWoM) refers to any statement consumers share via the Internet (e.g., web sites, social networks, instant messages, news feeds) about a product, service, brand, or company.[3] If the sender of word-of-mouth communication is rewarded than this process is referred...
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...Consumer Psychology Consumer Psychology and Marketing Communication Marketing messages are essential components that are needed in order to attract consumers. Consumer psychology must be understood before marketing messages can be expressed. Hence, marketing communication and consumer psychology both have a tying relationship. Consumer psychology can best be defined as the way individuals feel about certain goods and services they purchase. For example, a person’s thoughts, beliefs, feelings and perceptions will influence how they will buy and relate to certain goods and services. A family of five people for example, will probably want to purchase a large vehicle such as a sport utility vehicle for a large family. There are two articles which describe the concepts of consumer psychology and marketing communication, and examples are given to better understand both concepts. Castronovo and Huang explain how “Word-of-Mouth” marketing can be an efficient way to promote certain goods and services. Consumers rely on this form of marketing because they have an opportunity to hear the opinions of other individuals who have previously purchased goods or services. If goods or services are psychologically risky, it is more probable for consumers to rely on “word-of-mouth” marketing. Word-of-mouth marketing is also essential for several social media outlets. Society in the twenty-first century relies heavily on the internet, hence social media such as linked in, facebook...
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...FORMS OF EMPLOYEE NEGATIVE WORD OF MOUTH: A STUDY OF FRONT-LINE WORKERS The purpose of this article is to explain and provide the understandings within the forms of negative word of mouth (WOM) by the front line workers toward the employees and customers in any organizations. The word of mouth in this article is about the negative verbal communication or spoken meanings of a person towards the customer and other employees that work in the same organization or department. According to this article there has been a research interest into (WOM) from several organizational disciplines and there is a notable lack of studies on employee negative WOM behaviours. Besides that the author of the article has found some studies that contribute and also relate on employee behaviours that can be viewed as linked to word of mouth such as sabotage (Ackroyd and Thompson, 1999; Harris and Ogbonna, 2002;Wang et al.,2011), workplace incivility (Van Jaarsveld et al., 2010) and retaliation (Skarlicki et al., 1999). Although they are some research aids have tended to avoid the forms of WOM by employees, especially front-line, customer contact employees who are the direct interface between organizations and their customers. This article also mention that the authors have stated that the findings of the word of mouth phenomenon in the organization will provide the important information to the literature on the changing aspects of negative employee behaviour in the workplace, mostly in relation to front-line...
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...Social Media Marketing Abstract Keywords: social media marketing, advantages, electronic word-of-mouth (e-WOM), disadvantages. Introduction Marketing is a well-built methodological science and is continuously changing its rules to adapt to the new developments. Internet development and especially social media is one of the recent changes that happened to the market and it has a major impact on the communication between the firms and customers. Internet helps people to share, to create, to adjust content, and to get informed. It has certain characteristics (Peterson et al., 1997) such as: * Stores vast amounts of information at different virtual locations inexpensively * Distributes, searches, and organizes the information powerfully and inexpensively * Serves as a transaction medium * Low cost and easy entrance * Serves as a physical distribution medium for certain goods such as software. Social media is different from traditional media as it provides quality, regularity, usability, proximity, and eternity, which makes it efficient for the firms. According to a report from the Center of Marketing Research (CMR), more large companies are using social media to promote their brand online (Belicove, 2012). The introduction of social media to the market has changed the way businesses operate and advertise. The largest mediums have been pages such as Facebook, Pinterest, FourSquare, Youtube, and Twitter. In 2012, the yearly report showed that large companies...
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...Marketing Tina Frank MKT/421 July 15, 2013 Roger Houthoofd Marketing has taken on new meaning in economic s these days. It used to be that a person heard the word “market and the consumer would think of a store to purchase items needed for personal or home needs. When a person thinks the term “market” he or she usually think of advertisements. In this paper will define what marketing is. The importance of marketing in organizational successes will be addressed with examples of the business world to support the explanation. Marketing is defined as “a process of production and exchange that is concerned with the flow of goods and services from producer to consumer” (Marketing, 2013, na), Marketing is a wide spectrum that starts with people who develop the product to the simplest handling of the product. While in the past marketing of a product was solely done by word of mouth and channels to get merchandise was slow, marketing still existed usually in shops or merchandise stores. With the increase in use of the automobile and paved roads companies have had an easier time to get goods from one place to another. With the invention of the Internet, television, and radio, it has become easier to market items that consumers need and want. With this advance in economics and technology new stores popped up nearly...
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...HTMi, Hotel and Tourism Management Institute Switzerland The Influences of Electronic Word- Of-Mouth and Social Media on Tourists Decision-Making Process in Deciding Tourism Destinations Helen Pham ( Pham Thu Hien) Diploma 2 Table of Contents Chapter 1 Introduction........................................................................3 Chapter 2 Literature Review................................................................3 2.1 Theorical Framework.......................................................................3 2.1.1 Social Media....................................................................................4 2.1.2 The eWOM ( Electronic Word Of Mouth)…………………………………………………….5 2.1.3 Decision-Making Process...................................................................6 2.2 The influence of Social media and electronic word of mouth on consumer decision-making process of Tourism Destination……………….8 2.2.1 The Impacts of Social Media on Tourists’ Decision-making Process of Tourists..................................................................................................8 2.2.2 eWOM ( Electronic Word-of-mouth) effect in the tourist purchase decision making process on destination of choice……………………………………………………………..9 Chapter 3 Conclusion and Recommendations……………………………….11 References…………………………………………………………………………………12 List of Figures: Figure 1: Isra Garcia (2010) Social Media Integration Theory Model Figure 2: Kotler (2005) Decision-making...
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...Unit 4 Chapter 5 : Viral Marketing What is Viral Marketing? Viral marketing; simply the literal meaning is explains it all. Similar to “word-of-mouth”(Unit 4 Chapter 4), this marketing technique diffuses almost instantaneously. However, unlike “word-of-mouth”, Viral Marketing is mainly spread electronically, through web based technologies such as emails and social networking sites. It is safe to say that “word-of mouth” marketing is the most powerful marketing strategy. This viral strategy utilizes web based technologies to ensure that their product or service is being promoted. The classical example of a successful Viral Marketing strategy is Microsoft's Hotmail.com. At the early stages of its product life cycle, any message sent from a user contained an ad for MSN as well as a web link at the bottom of the message. Any message sent to family and friends was promoting the use of Hotmail, especially to those individuals using alternate emailing services. Anyone who received messages from Hotmail users could simply click the link and “Sign up for FREE!”. As emails were being sent, the link to sign up for Hotmail.com went viral, and the buzz of this product was passed to different individuals and social groups around the world. Within the first year, Microsoft attracted over 15 million users, today there are over 300 millions users globally. |EXAM TIP: ...
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...Marketing Strategy Template Research Niesha Barnes HCS/490 January 7, 2016 Mr. Mathis Banks Word of Mouth and Direct Marketing are the two marketing strategies team B has chosen to discuss. Word of mouth marketing is considered to be the information passed from one person to another by oral communication. People all over the world are excited to share with their love ones, friends, and family the different brands and products they love. Direct marketing is used to promote and advertise someone products and services. Direct marketing is used with tablets, computers, and smartphones. This is a great way for people to use USPS or regular mail carriers to deliver right to the customers’ homes. This could be a good or bad way of marketing. Some people do not want to be bothered at home. However, some people will still look at the unwanted mail and may consider what they are looking at. Effective communication is the key in the workplace and a relationship. Communication helps productivity for any organization. The two strategies chosen were actively engaged in the conversation and being an active listener. Being and active listener will allow people to express their points of views to you and listen attentively. In order to maintain everything you may have heard it is important to take notes. When someone is active engaged in their conversation they can tell when your mind is on something else. People have to show genuine concerns and to make sure you show plenty of eye contact...
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...Case: Red Bull Red Bull’s success is a result of a great marketing strategy including product placement and creating brand loyalty. Success is also a result of avoiding marketing myopia. Red Bull accomplished this by claiming to satisfy more than just your thirst. Dietrich Mateschitz took the energy drink concept of Krating Daeng in Thailand and broadened it usage by also marketing Red Bull as a sports drink, functional drink, and nutritious drink. Their success was also stemmed from their marketing approach to reach their consumers directly by “word of mouth” concept. After early success, Red Bull has repositioned itself in the market after they failed disastrously in the United Kingdom in 1996. Red Bull moved its marketing strategy from sports energy drink segment to functional energy drink segment. Being an alcohol mixer also contributed to Red Bull’s success. Their direct marketing strategy towards pubs, bars, nightclubs, and deejays proved to be highly successful. Since Red Bull is being distributed in this manner, it became inevitable that people will soon consume this product with alcohol. Red Bull’s success formula is “word of mouth” marketing and being in the forefront of high energy sporting events and athletes. They used word or mouth first then traditional advertising last. Red Bull maintained its position as a functional energy drink category in order to stay successful. Red Bull knew when to turn on the advertising by watching the market...
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...underlying mechanism for the influence that reward recipient category and product involvement have on intent to purchase. Finally, implications and limitations for future research are discussed. Keywords: involvement, perceived fairness, purchase intention, referral reward programs, word-of-mouth References Ahrens, J., Coyle, J. R., & Strahilevitz, M. A. (2013). Electronic word of mouth: the effects of incentives on eReferrals by senders and receivers. European Journal of Marketing, 47(7), 1034–1051. http://dx.doi.org/10.1108/03090561311324192 Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. Journal of the Personality and Social Psychology, 51(6), 1173–1182. http://dx.doi.org/10.1037/0022-3514.51.6.1173 Barrot, D., Becker, J. U., & Meyners, J. (2013). Impact of service pricing on referral behavior. European Journal of Marketing, 47(7), 1052–1066. http://dx.doi.org/10.1108/03090561311324200 Bowman, D., & Narayandas, D. (2001). Managing customer-initiated contacts with manufacturers: the impact on share of category requirements and word-of-mouth behavior. Journal of Marketing Research, 38(3), 281–297. http://dx.doi.org/10.1509/jmkr.38.3.281.18863 Celsi, R., & Olson, J. (1988). The role of involvement in attention and comprehension processes. Journal of...
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...ELECTRONIC WORD-OF-MOUTH IN HOSPITALITY AND TOURISM MANAGEMENT Stephen W. Litvin College of Charleston Ronald E. Goldsmith Florida State University Bing Pan College of Charleston Stephen W. Litvin is Professor of Hospitality and Tourism Management in the School of Business and Economics, at the College of Charleston (South Carolina); Ronald E. Goldsmith is the Richard M. Baker Professor of Marketing at Florida State University; and Bing Pan is Assistant Professor and the Director of the Office of Tourism Analysis at the College of Charleston. Address correspondence to: Steve Litvin, Department of Hospitality and Tourism Management, College of Business and Economics, College of Charleston, 66 George Street, Charleston, SC 29424. Phone 843-953-7317; Email litvins@cofc.edu Submitted June, 20, 2005 to Tourism Management Revised and resubmitted May 09, 2006 Second revision October 1, 2006 ELECTRONIC WORD-OF-MOUTH IN HOSPITALITY AND TOURISM MANAGEMENT Abstract Interpersonal influence and word-of-mouth (WOM) are ranked the most important information source when a consumer is making a purchase decision. This influence may be especially important in the hospitality and tourism industry, whose intangible products are difficult to evaluate prior to their consumption. When WOM becomes digital, the largescale, anonymous, ephemeral nature of the Internet induces new ways of capturing, analyzing, interpreting, and managing online WOM. This paper describes online interpersonal...
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