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,...

The development of communication technology affects the way people communicate and, in turn, marketing communications. Old strategies evolve and adapt to new media technologies. Word mouth is one that has developed. This strategy was previously carried out directly by two or more people. However, now it can be done online called electronic word mouth. difference between use internet media. anyo...

This paper aims at studying the relationship between motivation of word mouth and advertising's effect on web (research materials: 300 pieces scanner advertisements web). After factor analysis, nine factors are abstracted: emotion share, rewards, personal entertainment, community development, service improvement, power, information punish/support businessman, self-image improvement. regression ...

positive word-of-mouth (p-wom) has a strong influence on purchase decision of new customer. today, firms try creating loyal customer with positive wom and use from this competitive factor in increasing their market share. this research showed that website usability (wu) has a positive effect on customer satisfaction (cs), and also this element have a positive effect on customer loyalty (cl). cs...

As a result different aims were drawn; the initial aim of this research is to study the attention of the customers in word of mouth to power their online purchasing activities. The next aim is to analyze the people influenced by interest of word of mouth. The following aim is to examine the marketing behavior bearing in mind the internet progress and word of mouth, their consideration for word ...

This paper analyzes a model of rational word-of-mouth learning, in which successive generations of agents make once-and-for-all choices between two alternatives. Before making a decision, each new agent samples N old ones and asks them which choice they used and how satisfied they were with it. If (a) the sampling rule is “unbiased” in the sense that the samples are representative of the overal...

The digital ecosystem makes entry into foreign markets easier and provides new ways for consumers to engage with marketing materials (through content clicking, sharing, electronic word-of-mouth [eWOM] behavior). While evidence has emerged that between-country cultural differences may impact consumer engagement (particularly eWOM), far less is known about its on online advertising clicking shari...