Search results for " word of mouth"
showing 10 items of 16 documents
Sociālo līdzekļu ietekme uz paterētāju uzvedību (uz veikala Zara Instagrama piemēra)
2020
Uzņēmumiem, kas integrē stratēģisko pieeju sociālo mediju izmantošanai, būs priekšrocības salīdzinājumā ar tiem, kas to nedara. Novērtējot sociālo mediju ietekmi uz zīmolu un mārketinga pieejām, esošās literatūras izpēte par sociālo mediju lietošanu un zīmola uztveri var palīdzēt identificēt jaunas un veiksmīgas stratēģijas patērētāju iesaistes uzlabošanai, izmantojot sociālos medijus. Šī bakalaura darba autore apraksta sociālo mediju, it īpaši Instagram, ietekmi uz Zara zīmola patērētāju uzvedību. Promocijas darba mērķis ir pārbaudīt uzņēmuma Zara Instagram profila ietekmi uz klientu uzvedību. Rezultāti liecina, ka reklāmu, atsauksmju, ziņu ticamība vietnē Instagram ir augsta, salīdzinot a…
Digital content marketing in B2B contexts: The drivers of engagement and electronic word of mouth communication at international trade shows
2023
El potencial que representan las redes sociales como una herramienta de marketing es indiscutible, permiten compartir información, construir redes, e influir en consumidores y marcas. Aún más, las redes sociales contribuyen al engagement empresa a empresa (B2B por sus siglas en inglés), ofreciendo un entorno perfecto para su desarrollo. En este sentido, la literatura en marketing ha reconocido la utilidad de las redes sociales en la promoción de ferias comerciales internacionales (ITS por sus siglas en inglés) empresa a empresa. Adicionalmente, en tiempos de crisis como lo es el COVID-19, la comunicación es uno de los principales desafíos en la gestión de emergencias, y las redes sociales s…
The effects of perceived value, satisfaction, and advertising on share of wallet and word of mouth in a retailing context
2016
Customer loyalty as a topic has been of interest to managers and researchers for several decades. There are a few antecedents for explaining customer loyalty in marketing literature, and researchers have discussed the consequences of loyalty. The reason for interest toward loyalty is the wide assumption that loyal customers have higher retention rates, they buy more, and are more willing to share by word of mouth (WOM) and electronic WOM (eWOM). This is why loyalty is linked to companies' financial performance. The aim of this study was to investigate perceived value (PEVA) and customer satisfaction as the antecedents of loyalty outcomes, such as share of wallet (SOW) and WOM in a retailing…
Viral marketing through e-mail: the link company-consumer
2013
Purpose – The purpose of this paper is to identify the antecedents that may determine the opening of e-mails from companies that endeavour to promote their products, and what may motivate individuals to forward such messages to others. Design/methodology/approach – The paper presents exploratory research to approach the nature of the viral process and descriptive research for testing the proposed hypotheses. Findings – The opening of an e-mail is determined by the value that an individual may perceive that the message might contain. Forwarding of the message is determined by its opening, and by the individual's perception about the value of the message it may provide to others, besides the…
Sentiment Analysis of Twitter in Tourism Destinations
2020
[EN] Given the importance of electronic word of mouth (eWOM), this paper analyses the content of messages generated by users related to a tourist destination and shared through Twitter. We propose three research questions regarding eWOM behaviour in Twitter focused on the expertise of the reviewer, sentiment analysis of a tweet and its content.In order to address those research questions we carry out text mining analysis by retrieving existing information on Twitter (over 1500 tweets) regarding to Venice as a tourist destination.
Example, please! Comparing the effects of single customer reviews and aggregate review scores on online shoppers' product evaluations
2014
Many websites of online retail stores display two forms of electronic word of mouth on a single product site, namely single customer reviews and aggregate review scores. This study compares the effects of simultaneously presented single customer reviews and aggregate review scores on product evaluations of visitors of online retail stores. We hypothesize that well-argued single customer reviews should be more influential than aggregate review scores that display the mean rating of all published reviews of a product. Drawing on a 2 × 2 factorial online experiment, we show that a single customer review is effective, even when potential buyers do not perceive it as representing overall custome…
Guided Tour Influence on Cruise Tourist Experience in a Port of Call: An eWOM and Questionnaire-Based Approach
2016
The study aims at exploring the importance of guided tours in cruise tourists experience while visiting a port of call and analyzing qualitative (electronic word of mouth from Tripadvisor) and quantitative (personal interviews with tourists) data. The results obtained from the electronic word of mouth analysis suggest that taking a guided tour is a highly satisfactory and sentimentally positive experience for the cruise tourist. Moreover, the empirical findings revealed that taking a guided tour has a moderating effect on (1) the interaction between destination image–satisfaction, (2) the satisfaction–loyalty causal relationship and (3) the destination image formation process regarding the …
Die digitale Mundpropaganda (Electronic Word-of-Mouth)
2013
Die Durchsetzung des Web 2.0 verschaffte dem Thema Mundpropaganda eine neue Aktualitat. So ermoglicht der Einzug der internetbasierten Kommunikation eine um ein Vielfaches erhohte Diffusion der Informationen im Vergleich zum traditionellen WOM. Die digitale Mundpropaganda, electronic Word-of- Mouth (kurz EWOM), erlangte in diesem Zusammenhang eine grose Bedeutung. Erstmalig wird das Phanomen in der englischsprachigen Literatur von Stauss (2000) unter der Bezeichnung „internet customer communication“ erwahnt. Eine ausfuhrliche und spezifische Definition liefern Hennig-Thurau et al. (2004).
The relationship between brand love and positive word of mouth
2014
Being able to create strong emotional bonds between consumers and brands can be seen as an important goal of today’s brand management. As in interpersonal relationships also in product and brand context love is presented to be the strongest stage of emotional attachment a consumer may have. Brand love is previously discovered to have several desirable outcomes from marketing perspective but the understanding of this phenomenon still remains in its infancy. The objective of this research was to gain a better insight of the construct of brand love by observing how the three following phenomena, self-expressiveness of a brand, brand trust and hedonic product type affect brand love. In addition…
eWOM on Travel Agency Selection: Specialized versus Private Label
2016
In the travel industry, electronic word of mouth (eWOM) elicits a major influence on consumers’ decision making. Travel retailers are facing the new challenges derived from the different nature of their competitors—big hypermarkets, for instance, are extending their brands to travel services—and the challenges derived from online comments that consumers have access to. With a sample of 263 tourists, and using a fuzzy-set qualitative comparative analysis data analysis, this paper shows how the selection between a specialized travel agency and a private label (PL) agency is influenced by five factors: the usefulness attached to online reviews by users and the valence of those online reviews, …