منابع مشابه
establishing trust in social commerce through social word of mouth
social commerce, a new stream in e-commerce, enables hyper-informed consumers to support the businesses in new product development. hyper-informed consumers are the results of online communication provided by social media. these consumers have been empowered by web 2.0 technologies to have online communication, which drives value for the companies in new product development. trust is one the va...
متن کاملWord-of-Mouth of Cultural Products through Institutional Social Networks
Recently, a number of cultural institutions such as museums, galleries, art auctions, events, and performance centers have been utilizing social network sites (SNS) for promoting and marketing their culture, art content, and events. The online social space is appropriate for cultural products to be viral, since users of SNS mainly share personal interest and spread hedonic consumption with clos...
متن کاملResolving service quality uncertainty through word-of-mouth communication
People use various information sources to resolve service quality uncertainty. This paper focuses on word-of-mouth communication among mothers. We conduct a survey of mothers with children in kindergarten to determine whether they use information from their friends on the choice of kindergartens and children’s clinics. We identify the factors that influence mothers’ word-of-mouth communication....
متن کاملMaintaining a Virtual Professional Community Through Positive Word of Mouth
To better understand the sustainability of a virtual professional community, the authors develop and test a research model of user intention to recommend the community to others. Specifically, intention to spread positive word of mouth is proposed to be determined by satisfaction, commitment, and group norm, with satisfaction and group norm positively impacting commitment. Using data obtained f...
متن کاملWord of Mouth Marketing through Online Social Networks
This paper proposes a research agenda for studying factors that may affect marketing effectiveness in the context of online communities. Findings of prior studies are synthesized into a more comprehensive review of the state of the art of research on word of mouth marketing through online social networks. Based on the review, we propose a research model that incorporates both network and indivi...
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ژورنال
عنوان ژورنال: SSRN Electronic Journal
سال: 2009
ISSN: 1556-5068
DOI: 10.2139/ssrn.1337458