Traditional Word-of-Mouth (WOM)

Elvira Ismagilova, Yogesh K. Dwivedi, Emma Slade and Michael D. Williams
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Elvira Ismagilova: Swansea University
Yogesh K. Dwivedi: Swansea University
Emma Slade: Swansea University
Michael D. Williams: Swansea University

Chapter Chapter 2 in Electronic Word of Mouth (eWOM) in the Marketing Context, 2017, pp 5-15 from Springer

Abstract: Abstract Being the oldest and one of the most important channels of information exchange between people, WOM communications attracted a great deal of attention from researchers. It is well established in academic literature that the power of WOM influences consumer decision-making and it is more effective in comparison with marketer-initiated communications (Buttle 1998; Steffes and Burgee 2009). As will be discussed in more detail through the chapter, previous studies found that WOM communications can influence consumer attitude towards products and services, brand adoption, and purchase intention. As a result, it has continued to be an important area for marketing research. The aim of this chapter is to provide an overview of what is known about traditional WOM communications.

Keywords: Purchase Intention; Interpersonal Communication; Brand Awareness; Qualitative Research Approach; Satisfy Customer (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:spbrcp:978-3-319-52459-7_2

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DOI: 10.1007/978-3-319-52459-7_2

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