Measuring The Value Of Electronic Word Of Mouth And Its Impact In Consumer Communities
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| Author | : Paul Dwyer |
| Publisher | : |
| Total Pages | : 0 |
| Release | : 2012 |
| Genre | : |
| ISBN | : |
Marketing practitioners have recognized a need to measure customer-generated media in addition to the traditional marketing metrics. Message boards, chat rooms, blogs, and virtual brand communities have become important venues for customer generated media. These communities can be modeled as two distinct, albeit connected, networks: social and informational. These networks change over time under the influence of online word of mouth. This study introduces an adaptation of PageRank as a new metric for measuring the value a community assigns each word-of-mouth instance and the value the community assigns to the members that create them. That metric is used to empirically support a model explaining how highly valued information builds the social network. These communities are egalitarian in assigning value to informational content, without regard to the status of its source, and highly valued content explains 10% of social network growth.
| Author | : Elvira Ismagilova |
| Publisher | : Springer |
| Total Pages | : 0 |
| Release | : 2017-02-22 |
| Genre | : Computers |
| ISBN | : 9783319524580 |
This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overview of traditional word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional and online WOM. The book examines why people engage in eWOM communications, but also how consumers evaluate its persuasiveness. It also looks at the effects of eWOM. The book identifies current gaps in the eWOM research, but also highlights future directions for this growing field. eWOM is an important marketing technique in brand communications, and it plays an important role in modern e-commerce. Marketers become extremely interested in enhancing the power of eWOM developing loyalty programs and building brands. Studying the effect of eWOM can be beneficial for companies. This book should be a good resource for scholars and practitioners that need to understand the pervasive effects of eWOM.
| Author | : Shu-Chuan Chu |
| Publisher | : Routledge |
| Total Pages | : 168 |
| Release | : 2020-06-30 |
| Genre | : |
| ISBN | : 9780367584764 |
This book explores the current state of knowledge on how electronic word-of-mouth (eWOM) can help or hurt brands. A series of articles explores how marketers can use eWOM to help build brands as well as how negative eWOM can be harmful to brands. This book was originally published as a special issue of the International Journal of Advertising
| Author | : Fatima Naz |
| Publisher | : GRIN Verlag |
| Total Pages | : 10 |
| Release | : 2013-11-11 |
| Genre | : Business & Economics |
| ISBN | : 3656538735 |
Essay from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 17, , course: business, language: English, abstract: In view of growing of the internet users for e-commerce and taking into account the emergent impact of word of mouth phenomenon this research have different aims. The aims of this study was built following dissimilar discussion with teachers and colleagues enlightening that word of mouth information for online purchasing do not have the same effect for everybody. Then they were born following dissimilar researchers together with what was already done in previous researches and what was completed. 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?
| Author | : Allan J. Kimmel |
| Publisher | : Routledge |
| Total Pages | : 249 |
| Release | : 2016-12-19 |
| Genre | : Business & Economics |
| ISBN | : 1317689976 |
This collection examines a key new development in the contemporary marketing landscape, the relationship between the informal exchange of information and advice among consumers – known as word of mouth (WOM) – and emerging social media. Whereas WOM has been around since as long as people have engaged in conversations, its transmission is no longer limited to face-to-face interactions over the clothesline and across backyard fences. Today, the dissemination of WOM through online channels such as Facebook, Twitter, LinkedIn, YouTube channels, blogs, and consumer forums has significantly altered the alacrity by which product and service messages are spread across a dramatically expanded consumer audience. As marketing practitioners have come to recognize the power of online WOM in terms of its impact on consumer beliefs, attitudes, and purchasing behavior, effective strategies for leveraging the consumer conversation require greater insight and understanding of WOM and social media. Towards that end, this book offers ground-breaking research from an impressive array of internationally renowned marketing researchers on the nature and dynamics of WOM transmitted through social media channels, advancing our understanding of consumer influence, which to date has largely focused on offline WOM. Among the topical issues covered are best practices for marketing practitioners, the conversational nature of online WOM, the dynamic interplay between online and offline WOM, WOM measurement and monitoring, and cross-cultural influences on WOM. This book was originally published as a special issue of the Journal of Marketing Communications.
| Author | : Deidra A. Colvin |
| Publisher | : |
| Total Pages | : 496 |
| Release | : 2013 |
| Genre | : Internet marketing |
| ISBN | : |
For years, word-of-mouth (WOM) has been credited with the ability to influence consumer behavior. Studies have shown that consumers trust their social networks and consider them more credible than advertisers and other media sources; therefore, WOM is immeasurably valuable to marketing. Historically, measuring the effects of WOM has been difficult since most has taken place within private social networks. The Internet and social media have now given marketers an opportunity to track and record the newest and possibly most influential form of WOM – electronic word-of-mouth (eWOM). This is especially important because, with the Internet, consumers can potentially reach and influence peers on a global scale, making the power eWOM exponentially greater than traditional WOM.
| Author | : ZHANG Haibin |
| Publisher | : Scientific Research Publishing, Inc. USA |
| Total Pages | : 156 |
| Release | : 2018-11-01 |
| Genre | : Business & Economics |
| ISBN | : 1618965727 |
This book will address the gaps of current studies: (1) Existing study conclusions around eWOM and consumer behaviors are not perfect. At present, many studies emphasize the positive effect of eWOM on consumer behaviors, but there are still many different views around the influencing mechanism; there is, in particular, a lack of study on the influencing mechanisms in different cultures; partly the result of different product types and customer groups. This study uses personal consumer electronics as its subject: specifically, the tablet computer. In this way, the study will enable comparability in the assessment of eWOM in different countries and the potential differences in the customers in the two countries. In addition, this study also discusses the overall trend of WOM communication among customers and compares its impact on both countries. (2) Insufficient research on the impact of Internet multi-media WOM marketing. This study believes that the content of online reviews is not the only standard that influences customers' choices. The manner and methods of information delivery and presentation also shape customers’ opinions. This study explores the means of giving an opinion about a personal electronic product and their diversity and influence on different customers in a diversified information context. (3) Insufficient research on consumer trust. Albeit key to successful marketing, consumer trust has not been sufficiently studied for its role in online marketing. Consumer trust consists of different dimensions. Some recognition at various sub-levels of a product helps establish a consumer’s trust in the product’s online reputation. This study analyzes the relationship between eWOM marketing and consumer trust at each sub-level. It further explores the two dimensions of trust, namely, competence-based trust and integrity-based trust, and their effects on purchase intention and WOM communication.
| Author | : Wolfgang Weitzl |
| Publisher | : Springer |
| Total Pages | : 385 |
| Release | : 2016-10-04 |
| Genre | : Business & Economics |
| ISBN | : 3658158891 |
Wolfgang Weitzl introduces a novel perspective for measuring consumer trust in eWOM by applying a rigid scale development process. In doing so, the research aims to set new methodical standards for developing reliable, valid and practicable research instruments. Most importantly, however, the research offers valuable insights into the nature and role of consumer-initiated vs. marketer-initiated online communication in an intercultural context by conducting a series of qualitative and quantitative surveys using samples from three countries.
| Author | : Hans Ruediger Kaufmann |
| Publisher | : |
| Total Pages | : |
| Release | : 2019-08 |
| Genre | : Internet advertising |
| ISBN | : 9781522585763 |
"This book examines the importance and the effective utilization of eWOM content for the positioning of products and services that illustrate the value of user generated content for influencing customer decision making in diverse business sectors"--
| Author | : Julia Zöllner |
| Publisher | : GRIN Verlag |
| Total Pages | : 11 |
| Release | : 2015-06-10 |
| Genre | : Business & Economics |
| ISBN | : 3656975809 |
Essay from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, grade: 70, Kingston University London, course: Buyer Behaviour, language: English, abstract: This report will discuss whether Word-of-Mouth (WOM) communication is the most powerful force for change but the least accessible. Therefore, latest research findings will be examined in regard of common patterns of WOM. Additionally, prospective aspects for further research will be defined. Firstly, the research of Word-of-Mouth reaches 50 years back discussed by Arndt, Dichter and Day. According to Arndt Word-of-Mouth is defined as “oral, person-to-person communication between a receiver and a communicator whom the receiver perceives as non-commercial, concerning a brand, a product or a service.” The definition includes three important aspects. Firstly, Word-of-Mouth is always interpersonal and can be differentiated from mass communication such as advertisement. It also indicates that Word-of-Mouth is excluded from third-party sources such as consumer reports, rating portals and social media content because it is not transmitted directly from person to person. Secondly, Word-of-Mouth given from a sender to a receiver is free of commercial intention or motivation because the sender is willing to talk about the product or service without being incentivised. However, the last aspect indicates that the content itself is commercial as the sender speaks about his experience with a particular brand or service. It can be said that the non-commercial transmission of information about a brand is an immense strength of Word-of-Mouth.
