The Impact Of Electronic Word Of Mouth In The Distribution Of Digital Goods
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Author | : Ravi Sharma |
Publisher | : |
Total Pages | : 0 |
Release | : 2013 |
Genre | : |
ISBN | : |
The rapid proliferation of social media networks has presented a platform of opportunities for the distribution of digital products and related applications. This is commonly known as word-of-mouth or viral marketing and intuitively fits the requirements of digital goods in that consumption, authentication and opinions are communal. In this short paper, we point out the efficacy of the phenomenon of electronic word-of-mouth (eWoM) in digital markets. More specifically, we use a model that encapsulates our understanding of how eWoM impacts economic and social activities that influence co-consumption. An empirical study of a typical example of digital products - music albums - was conducted to test the fundamental premises of our framework and derive qualitative findings. Drawing on the results, we attempt to refine a prescriptive framework for eWoM in general. This is part of an on-going study of the distribution channels for digital media and how they may be effectively designed. Given the proliferation of the Internet and the complementary nature of social networks, we believe that context sensitive eWoM is a key aspect of digital distribution.
Author | : Elvira Ismagilova |
Publisher | : Springer |
Total Pages | : 148 |
Release | : 2017-02-15 |
Genre | : Computers |
ISBN | : 3319524593 |
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 | : Cherniece J. Plume |
Publisher | : Chandos Publishing |
Total Pages | : 184 |
Release | : 2016-09-30 |
Genre | : Computers |
ISBN | : 008101757X |
Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that is highly focused on the nature and boundaries of social media. The changing behaviour of consumers, variety of platforms and changing culture indicates that much of the research around this topic is still highly fragmented. Social Media in the Marketing Context: A State of the Art Analysis and Future Directions provides a comprehensive overview of the current literature surrounding social media and the marketing discipline, highlighting future development opportunities in both knowledge and practice. includes extensive literature search on social media in the context of the marketing discipline provides key areas for future research and recommendations for practitioners shows the importance for marketers of understanding individual behaviour on social media
Author | : Shu-Chuan Chu |
Publisher | : Routledge |
Total Pages | : 168 |
Release | : 2020-04-17 |
Genre | : Social Science |
ISBN | : 0429780362 |
Recent years have seen digital advertising grow to the point where it will soon overtake television as the no. 1 advertising medium. In the online environment, consumers interact and share their thoughts on brands and their experiences using them. These electronic word-of-mouth (eWOM) communications have become a very important to the success of products. In today’s cluttered environment, it is especially important to study how the practice of eWOM advertising operates, and how marketers can influence eWOM in social media and other online sites. This volume starts with a chapter on the current state of knowledge on eWOM and then turns its attention to current research articles on a variety of eWOM formats. These include the posting of selfies on social media, the influence of review types on consumer perception and purchase intention, the effects of preannouncement messages, and how user-generated content can be used to induce effectiveness of eWOM on social media. The relationship of eWOM to brand building is emphasized in several of the chapters. This book was originally published as a special issue of the International Journal of Advertising.
Author | : Khosrow-Pour, D.B.A., Mehdi |
Publisher | : IGI Global |
Total Pages | : 1350 |
Release | : 2006-03-31 |
Genre | : Business & Economics |
ISBN | : 1591408008 |
[Administration (référence électronique)].
Author | : Nripendra P. Rana |
Publisher | : Springer Nature |
Total Pages | : 337 |
Release | : 2019-11-11 |
Genre | : Business & Economics |
ISBN | : 3030243745 |
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author | : T. D. Stanley |
Publisher | : Routledge |
Total Pages | : 202 |
Release | : 2012 |
Genre | : Business & Economics |
ISBN | : 0415670780 |
Meta-Regression Analysis in Economics and Business is the first text devoted to the meta-regression analysis (MRA) of economics and business research.
Author | : Jeffrey F. Rayport |
Publisher | : |
Total Pages | : 10 |
Release | : 1994 |
Genre | : Cable television advertising |
ISBN | : 9780000946089 |
The core of business activity - the process of creating and extracting value - is increasingly shifting from the traditional realm of the physically defined or reality-based, marketplaces to another quite different realm. It is different because it is defined by information. We call it the "marketspace."
Author | : Eastin, Matthew S. |
Publisher | : IGI Global |
Total Pages | : 768 |
Release | : 2010-07-31 |
Genre | : Business & Economics |
ISBN | : 1605667935 |
"This book bridges the gap between professional and academic perceptions of advertising in new media environments, defining the evolution of consumerism within the context of media change and establishing the practical issues related to consumer power shifts from supplier to user"--Provided by publisher.
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.