Word-of-Mouth Communication - 557 Words

Word-of-mouth communication (WOM) has received an endless amount of scholarly interest over the years and now with the emergence of the Internet, the research focus has shifted to eWOM otherwise known as electronic word-of-mouth. For this particular investigation eWOM will be the main focus with an emphasis on the microblogging platform Twitter. Arndt originally defined WOM in 1967 as â€Å"the 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† (Arndt, 1967). WOM has been known as an effective marketing tool which impacts on consumer decision making and behaviour, even greater than that of advertising (Arndt, 1967; Katz and Lazarsfeld, 1955). Previous research unanimously acknowledges the important role of WOM in shaping consumer’s attitudes and purchasing behaviour (Bone, 1995; Brown and Reingen, 1987). WOM not only provides information concerning product quality and performance, but also reveals the intricate psychological and social consequences of the purchase decision (Cox, 1963). As such WOM represents one of the most influential sources of marketplace information for consumers (Arndt, 1967; Alreck and Settle, 1995) and has been shown to have a significant effect on product choice (Richins and Root-Shaffer, 1988; Kiel and Layton, 1981; Arndt, 1967; Katz and Lazarfeld, 1955). WOM has considerable influence on consumer behaviour due to its perceived sourceShow MoreRelatedThe Effect of Positive and Negative Word-of-Mouth on Consumers’ Brand Evaluations1237 Words   |  5 PagesThe Effect of Positive and Negative Word-Of-Mouth on Consumers’ Brand Evaluations Introduction Traditional word-of-mouth communication (WOM) is verbal testimonials between consumers about product performance, service quality and mode of operating. WOM may be negative (NWOM) or positive (PWOM) and both employ strong influences on a consumers brand evaluations, which is the decision process to evaluate alternative brands. Previous studies have found that PWOM is likely to intensify a consumer’s brandRead MoreLiterature Review Influencer Marketing1434 Words   |  6 Pagesthey love. It represents a form of Word of Mouth marketing, which we define as an unpaid form of promotion – oral or written- in which satisfied consumers tell other people how much they like a product, service, business or event. Marsden (2005) says that research shows that word of mouth (WoM) is at least twice as powerful as traditional marketing communications in influencing sales, and given the rise of electronic word of mouth (mobile and internet), word of mouth is now some 50% more influentialRead MoreUsage of Social Media Word of Mouth968 Words   |  4 Pagesof social media involve the presence of the Word of mouth. Word of mouth plays an important role in marketing for a brand whether it is a good or a service.Word of mouth offers a way to obtain a significant competitive advantatge to a brand. The important role of e-WOM has and has been acknowledged as the most important communication source between consumers .At its core, WOM is a process of personal influence, in which interpersonal communications between a sender and a receiver can change theRead MoreThe Word By pablo Neruda985 Words   |  4 Pagesnarrative? A Personal/Analytical Response using the text â€Å"The Word† by Pablo Neruda Born to Speak Since the age of Adam and Eve, humans have had a natural instinct to communicate and this is part of what sets us apart from other species. In the poem The Word, by Pablo Neruda, the author personifies the word by stating how it’s â€Å"born in the blood† and that it â€Å"grew in the dark body†. This leaves the reader with the impression that the word is something that is born within ourselves and it growsRead MoreOnline Brand Engagement Is Different From Offline Engagement Essay1211 Words   |  5 Pagesof the customer’s interactions with a brand, company and other customers are different on the internet (Chak 2003). Verhoef et al. (2010) support that customer engagement consists of multiple online-behaviors as blogging, customer ratings and e-word of mouth. Furthermore, they state that customer engagement is affected by firm initiatives, customer characteristics, and environmental/contextual factors (Verhoef et al., 2010). According to Sashi (2012) customer engagement is a topic that has had an emergingRead MoreBusiness Marketing1484 Words   |  6 Pagesbuying a car will be able to get the car and drive it for a week. After that experience, the potential consumer will decide whether to purchase the product or not. 2. Discuss the communication techniques that could be used to form and change attitudes of cars’ young buyers toward the Yaris. The communication techniques that could be used to form and change attitudes of cars’ young buyers toward the Yaris are advertising, Internet marketing and promotions. * Advertising is providing financialRead MoreSamuel Beckett’s Exploration of Consciousness: The Significance of Content and Presentation in his Play, Not I920 Words   |  4 Pagesâ€Å"Not I† Presenting his play â€Å"Not I† through the disturbing visual of a disembodied mouth, Samuel Beckett highlights the unnaturalness of being, in turn drawing attention to the very purpose of the mouth and the necessary connection between communication and consciousness. Beckett further develops the concept that communication is key to consciousness and truly a defining factor of being, by revealing that the mouth and conscious thought require each other in order to maintain a purpose of existenceRead MoreThe And Online Socialization On Branded Websites Essay1308 Words   |  6 PagesV. Take-aways Through word-of-mouth recommendations and online socialization on branded websites, children work within the Interpersonal Mode of Communication to develop brand loyalty while simultaneously generating and sharing positive information about specific brands and products. Emotional responses largely dictate children’s interpretations of food marketing materials within the Interpretive Mode of Communication. Color theory helps explain why children react differently to a verity colorsRead MoreA New Way to Measure Word-of-Mouth Marketing1297 Words   |  6 PagesA new way to measure word-of-mouth marketing Assessing its impact as well as its volume will help companies take better advantage of buzz. By Jacques Bughin, Jonathan Doogan, and Ole Jorgen Vetvik Summary Consumers are usually value opinions expressed directly to them. Marketers should spend millions of dollars on advertising campaigns, as simples and free products are not as powerful as word-of-mouth, which is the primary factor behind 20 to 50 percent of all purchasing decisions, to makeRead MoreThe Marketing Strategy Of Starbucks866 Words   |  4 Pages In the service industry, the word-of-mouth marketing has been the key and a valuable point for companies to promote their business. â€Å"Word-of-mouth (WOM) has a powerful influence on people decision to use (or avoid using) a service† (Wirtz, Chew, Lovelock, 2012). Word-of-mouth marketing is important for companies to have personal connections with consumers and provide outstanding service. Starbucks is one of many successful companies that use this method and have been strongly relying on this