Word-of-Mouth Marketing: An Integrated Model

Miroslav Karlíček, Ivan Tomek and Miroslav Křížek

Ekonomika a Management, 2010, vol. 2010, issue 3

Abstract: Word-of-Mouth, i.e. informal conversations and recommendations of people about products and services, has a powerful impact on customer decision-making. This study analyzes the fundamentals of this phenomenon in order to provide a better understanding of how Word-of-Mouth works and how it can be effectively stimulated. Characteristics of both online and offline Word-of-Mouth are analyzed and integrated into a model which can serve as a planning tool for Word-of-Mouth stimulation. The motivation behind Word-of-Mouth and its triggers are also analyzed. Managerial implications are stated in the conclusion.

Keywords: Word-of-Mouth; názoroví vůdci; online Word-of-Mouth; Word-of-Mouth marketing; opinion leaders (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (1)

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