Purpose – This paper aims to study the effect of Unethical advertising, misleading information or deception and stereotyping advertising impact on Customer purchase intention with mediating effect of word-of-mouth (WOM) in Pakistan. Based on variables, the authors tried to identify the effects of each variable to customer satisfaction. Data were collected through field research (questionnaire) ...

While several sources tout the superiority of word-of-mouth over traditional marketing communication techniques, it still remains unclear how to measure word-of-mouth and how to compare its relative effectiveness in improving long-term performance. Internet social networking sites offer an attractive opportunity to study word-of-mouth due to their consistent and efficient tracking of electronic...

The increasing popularity of social media has significantly changed user behavior and companies’ possibilities to engage in personalized advertising (targeted advertising based on user’s personal characteristics and preferences). Accordingly, there is a growing interest in the subject for business and scientific research. While the body of literature about social media grows in general, it surp...

The consumer behavior of fashion products in online shops is becoming an exciting topic to be re-investigated, because the dynamics and volatility time-dependent industry. This study examines structural relationship model influence advertising variables, Electronic Word Mouth, brand awareness on Fashion Product Purchase Decisions with a quantitative approach through survey consumers Indonesia. ...

word of mouth communications in marketing is one of the important informal communication tools between consumer of goods, service and organizations which is appointed with the researchers. the purpose of this study is to determine the relationship between locus of control with word of mouth communication between students of isfahan university. this is a survey study which it is samples were 243...

The present study begins to fill a gap in the recruitment literature by investigating whether the effects of negative publicity on organizational attractiveness can be mitigated by recruitment advertising and positive word-of-mouth. The accessibility–diagnosticity model was used as a theoretical framework to formulate predictions about the effects of these recruitment-related information source...

In the era of Internet business, online word-of-mouth recommendation has become a key factor affecting consumers’ decision-making. Enterprises increase willingness to recommend their brands by word mouth in various ways. This paper mainly studies influence corporate environmental claims on intention recommendation, and explores roles different advertising appeals such process. Independent sampl...

Virtual idols can replace real people in advertising endorsement without any moral problems, which is one of the feasible spokespersons. The purpose this study to explore current status brand image, awareness and word-of-mouth perceived by consumers virtual idols, their correlation, mediating effect moderating involvement. In study, a questionnaire survey was used collect data, 425 valid sample...