WORD OF MOUTH – FROM VERBALLY COMMUNICATION TO COMMUNICATION ONLINE

Ana Raluca Chiosa
Additional contact information
Ana Raluca Chiosa: ”Al. I. Cuza” University of Iasi

Management Intercultural, 2014, issue 31, 415-420

Abstract: Word-of-mouth, Social media, Recommendation

Keywords: The Internet has become essential in linking the brand with consumers. This enables them to share their opinions; preferences or experiences with others. The paper seeks to provide the concept of word-of-mouth; starting from the definition; characteristics; to manifestation in the online environment and the effects on consumer behavior; creating opportunities for word-of-mouth marketing. Social Media become important in building a brand; as consumer reactions can be decisive in enhancing or destroying it. For effective use of social media tools; brands need to identify the influential people among consumers; to capture the recommendations received from the users and measure their impact. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://seaopenresearch.eu/Journals/articles/MI_31_52.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cmj:interc:y:2014:i:31:p:415-420

Access Statistics for this article

Management Intercultural is currently edited by Romanian Foundation for Business Intelligence

More articles in Management Intercultural from Romanian Foundation for Business Intelligence, Editorial Department
Bibliographic data for series maintained by Serghie Dan ().