Today’s consumers value the knowledge and opinions of others (Lawer and Knox 2006); indeed it is argued that word-of-mouth is replacing traditional mass media in influencing consumer attitudes and brand choice (Urban 2004). Research has suggested that word-ofmouth (WOM) plays an important role in shaping attitudes and behaviours of consumers (Herr et al. 1991). Day (1971) found that WOM was nin...

The authors study the effects of word-of-mouth (WOM) marketing on member growth at an Internet social networking site. Because such sites track the electronic invitations sent out by existing members, outbound WOM may be precisely tallied daily and then linked to the number of new members joining the site (signups). To handle the potential endogeneity among WOM, new signups, and traditional mar...

The use of the internet and social media have changed consumer behavior ways in which companies conduct their business. Social digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness increased sales. However, challenges exist from negative electronic word-of-mouth as well intrusive irritating online presence. This article brings together...

This study focuses on the effects of news and advertising expenditures on corporate reputation. Both advertisement expenditures and the tone (or tenor) of business news exert a positive influence on corporate reputation. In addition, advertising expenditures were found to magnify the effects of the tone of the news. In particular, moderately educated customers are susceptible to the tone of the...

Introduction Word of mouth has long been recognized as a major driver of product sales. It can raise consumer awareness, and may be one of the few reliable sources of information about the quality of experience goods. With the development of the Internet, word of mouth has moved beyond small groups and communities, to being freely available through largescale consumer ne tworks (Avery, Resnick ...

Konichiwa is a Micro, Small and Medium Enterprises company that has Japanese restaurant concept inspired by an Anime (Japanese cartoon). However, Konnichiwa restaurants are still not optimal in carrying out direct promotions or through social media, so many people do know about stores. This study uses qualitative descriptive type method, with collection using interviews documentation techniques...

This study examines consumer-generated advertising (CGA) impacts on consumer attitudes, and behaviors for interacting with social media features passing along electronic word-of-mouth. Participants viewed a video advertisement YouTube, framed as either or firm-generated advertisement, to determine effects of source credibility different levels product involvement. Need cognition (NFC) also was ...