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Author: Mihir Dash
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
An increasing number of business-to-business companies are becoming aware of the power of word-of-mouth communication, also referred to as viral marketing, or buzz. This has lead to an explosion of interest in word-of-mouth communication channels, to identify sources through which companies can harness word-of-mouth communication of its products or services. This study examines the importance and usage of word-of-mouth communication as a promotional strategy by business marketers in India across different industries and market segments. The findings of the study showed that the importance attached to word-of-mouth communication was very high, and that most business marketing companies used some form of word-of-mouth communication. Word-of-mouth carried great weight for products that are expensive, risky, or highly visible. Word-of-mouth communication was used more for services than for products; particularly for IT companies it was an integral part of their promotional strategy. The findings of the study were in conformance with the findings of similar studies undertaken in the West. This indicated that word-of-mouth communication was being treated as seriously by Indian business marketers as by their Western counterparts. In the Indian context, however, only the IT companies used new media platforms, especially blogs and social networking sites.
Author: Mihir Dash
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
An increasing number of business-to-business companies are becoming aware of the power of word-of-mouth communication, also referred to as viral marketing, or buzz. This has lead to an explosion of interest in word-of-mouth communication channels, to identify sources through which companies can harness word-of-mouth communication of its products or services. This study examines the importance and usage of word-of-mouth communication as a promotional strategy by business marketers in India across different industries and market segments. The findings of the study showed that the importance attached to word-of-mouth communication was very high, and that most business marketing companies used some form of word-of-mouth communication. Word-of-mouth carried great weight for products that are expensive, risky, or highly visible. Word-of-mouth communication was used more for services than for products; particularly for IT companies it was an integral part of their promotional strategy. The findings of the study were in conformance with the findings of similar studies undertaken in the West. This indicated that word-of-mouth communication was being treated as seriously by Indian business marketers as by their Western counterparts. In the Indian context, however, only the IT companies used new media platforms, especially blogs and social networking sites.
Author: Hans Ruediger Kaufmann
Publisher:
ISBN: 9781522585763
Category : Internet advertising
Languages : en
Pages :
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Book Description
"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: Paul M. Rand
Publisher: McGraw Hill Professional
ISBN: 0071816224
Category : Business & Economics
Languages : en
Pages : 257
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Book Description
Reach more customers and grow your business with today’s most powerful marketing tool: Word-of-Mouth Highly Recommended shows the impact of customer recommendations on businesses--transforming how people buy, how you reach customers, how you improve products, and ultimately how you can grow your company by leveraging the power of recommendations. It explains why word-of-mouth recommendations are marketing’s “holy grail,” how to get people talking, who gives recommendations, where recommendations occur, what it takes to build a recommendable brand, and how to instill WOM into every aspect of a business and at the center of any marketing mix. Paul M. Rand is the founder, President and CEO of Zócalo Group, one of the world’s leading word of mouth and social media marketing agencies and one of the fastest growing companies inside Omnicom Group, the 2nd largest global advertising and marketing holding company. He also serves at the Chief Digital Officer for Ketchum, a leading global communications firm.
Author: Elvira Ismagilova
Publisher: Springer
ISBN: 3319524593
Category : Computers
Languages : en
Pages : 148
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Book Description
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: Fatima Naz
Publisher: GRIN Verlag
ISBN: 3656538735
Category : Business & Economics
Languages : en
Pages : 10
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Book Description
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: Idil M. Cakim
Publisher: John Wiley & Sons
ISBN: 0470573082
Category : Business & Economics
Languages : en
Pages : 225
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Book Description
Learn to capitalize on online word of mouth, leverage its power, and measure results of your initiatives Savvy, strategic, and right on time, Implementing Word of Mouth Marketing is the essential guide for any company or organization needing to understand the dynamics of online word of mouth. This powerful book will coach you to identify your own set of online influencers, craft the stories that will resonate with your consumers, and spread messages through cybercitizens who are social media experts. Guides you to identify and engage your online influencers to manage your reputation, promote your brands, and sell your products Reveals how word of mouth disperses online Explores strategies for your organization to engage its online advocates, tap into networks, and to mobilize the masses Explains how to design online word of mouth campaigns Includes measurement tools to gauge the impact word of mouth campaigns Filled with case studies, research, and check lists, this invaluable guide will definitively show you how to leverage the power of online advocates to pass along stories, deliver recommendations, and draw people to purchasing points.
Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337
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Book Description
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: Andy Sernovitz
Publisher: Pressbox
ISBN: 9780983429029
Category : Marketing
Languages : en
Pages : 76
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Book Description
Word of Mouth Marketing: The Comic Book By Andy Sernovitz with Cale Johnson. Illustrated by Shane Clester. Quickly learn to get people talking about you in this fast, fun, comic edition of the New York Times bestseller Word of Mouth Marketing: How Smart Companies Get People Talking. The original is the #1 word of mouth marketing book since 2004, translated into 14 languages. This exciting new graphic novel edition makes these fantastically useful ideas even easier to read, implement, and share. The comic edition is a great way to teach word of mouth marketing to teams that need it most but don't have the time to sit down with the complete book. For fans of the full book, the comic makes a great back-pocket guide for your day-to-day marketing. With straightforward advice and humor, Andy Sernovitz will show you how the world's most respected and profitable companies get their best customers for free through the power of word of mouth. Learn the five essential steps that make word of mouth work and everything you need to get started. Understand how easy it is to work with social media, viral marketing, evangelists, and buzz. Start using simple techniques that start conversations: Reasons People Talk About You 4 Rules of Word of Mouth Marketing 5 Ts of Word of Mouth Marketing 6 Big Ideas: Deep Stuff That Changes Marketing Forever Learn to use word of mouth marketing to make your company more profitable, how to spend less on marketing, and how to make your customers happier.
Author: Xia Zhou
Publisher:
ISBN:
Category : Business
Languages : en
Pages : 208
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Book Description
Along with advances in network and communication technologies, consumers actively post their opinions about products and increasingly rely on other consumers' product reviews on social networking sites. Their product reviews should contain different types of information content and information format since they often evaluate products based on different types of product benefits and compare different brands within the same product class to get the best value for their money. However, previous studies only examined negative WOM communications by using a general product statement.This dissertation study argued that WOM communications should encompass cognitive and affective information content, and comparative and noncomparative information format. Through integrated analysis of information content and information format, this dissertation attempts to reveal the impact of different types of negative WOM communications on consumer attitudes, and the moderating effect of advertising communications on the relationship between negative WOM communication and consumer attitude.Two experiments were conducted to test the proposed research models empirically. The study found that cognitive advertising communication moderates the relationship between negative cognitive WOM communication and consumer attitude; affective advertising communication moderates the relationship between negative affective WOM communication and consumer attitude.
Author: Marcus Sheridan
Publisher: John Wiley & Sons
ISBN: 1119610141
Category : Business & Economics
Languages : en
Pages : 357
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Book Description
The revolutionary guide that challenged businesses around the world to stop selling to their buyers and start answering their questions to get results; revised and updated to address new technology, trends, the continuous evolution of the digital consumer, and much more In today’s digital age, the traditional sales funnel—marketing at the top, sales in the middle, customer service at the bottom—is no longer effective. To be successful, businesses must obsess over the questions, concerns, and problems their buyers have, and address them as honestly and as thoroughly as possible. Every day, buyers turn to search engines to ask billions of questions. Having the answers they need can attract thousands of potential buyers to your company—but only if your content strategy puts your answers at the top of those search results. It’s a simple and powerful equation that produces growth and success: They Ask, You Answer. Using these principles, author Marcus Sheridan led his struggling pool company from the bleak depths of the housing crash of 2008 to become one of the largest pool installers in the United States. Discover how his proven strategy can work for your business and master the principles of inbound and content marketing that have empowered thousands of companies to achieve exceptional growth. They Ask, You Answer is a straightforward guide filled with practical tactics and insights for transforming your marketing strategy. This new edition has been fully revised and updated to reflect the evolution of content marketing and the increasing demands of today’s internet-savvy buyers. New chapters explore the impact of technology, conversational marketing, the essential elements every business website should possess, the rise of video, and new stories from companies that have achieved remarkable results with They Ask, You Answer. Upon reading this book, you will know: How to build trust with buyers through content and video. How to turn your web presence into a magnet for qualified buyers. What works and what doesn’t through new case studies, featuring real-world results from companies that have embraced these principles. Why you need to think of your business as a media company, instead of relying on more traditional (and ineffective) ways of advertising and marketing. How to achieve buy-in at your company and truly embrace a culture of content and video. How to transform your current customer base into loyal brand advocates for your company. They Ask, You Answer is a must-have resource for companies that want a fresh approach to marketing and sales that is proven to generate more traffic, leads, and sales.
