Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness
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چکیده
منابع مشابه
Quantifying the Ripple: Word-Of-Mouth and Advertising Effectiveness
In this article the authors demonstrate how a customer lifetime value approach can provide a better assessment of advertising effectiveness that takes into account post purchase behaviors such as word-of-mouth. While for many advertisers word-of-mouth is viewed as an alternative to advertising, the authors show that it is possible to quantify the way in which word-of-mouth often complements and...
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رشد انفجاری تکنولوژی فرصت های آموزشی مهیج و جدیدی را پیش روی فراگیران و آموزش دهندگان گذاشته است. امروزه معلمان برای اینکه در امر آموزش زبان بروز باشند باید روش هایی را اتخاذ نمایند که درآن ها از تکنولوژی جهت کمک در یادگیری زبان دوم و چندم استفاده شده باشد. با در نظر گرفتن تحولاتی که رشته ی آموزش زبان در حال رخ دادن است هم اکنون زمان مناسبی برای ارزشیابی نگرش های موجود نسبت به تکنولوژی های جدید...
15 صفحه اولDynamic Effectiveness of Advertising and Word-of-mouth in the Sequential Distribution of Short Lifecycle Products
Firms in many industries release or distribute their new products, often those that have shorter lifecycles, in a sequence of stages. It is often their practice as well to launch separate advertising campaigns at each distribution stage. In this context, promotion mix elements, advertising and word-of-mouth (WOM), can play important, separate, and yet interdependent roles in stimulating demand,...
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Nowadays, people rely mostly on the information gathered through word of mouth regarding the purchase of products of using services. On the other hand, due to the expansion of social networks among people and its daily usage in society, these advertisements are mostly published in social networks. However, not all these advertisements are accepted by the audiences. Therefore, the aim of this st...
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Social networks representing the pattern of social interactions who talks to or who observes whomplay a crucial role as a medium for the spread of information, ideas, diseases, products. Someone in the population may be struck with an infection or may adopt a new technology, and it can then either die out quickly or spread throughout the population, depending possibly on the location of the ini...
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ژورنال
عنوان ژورنال: Journal of Advertising Research
سال: 2004
ISSN: 0021-8499,1740-1909
DOI: 10.1017/s0021849904040243