WORD OF MOUTH – FROM VERBALLY COMMUNICATION TO COMMUNICATION ONLINE
| Year of publication: |
2014
|
|---|---|
| Authors: | CHIOSA, Ana Raluca |
| Published in: |
Management Intercultural. - Editorial Department, Fundația Română pentru Inteligența Afacerii, ISSN 1454-9980. - 2014, 31, p. 415-420
|
| Publisher: |
Editorial Department, Fundația Română pentru Inteligența Afacerii |
| Subject: | The Internet has become essential in linking the brand with consumers. This enables them to share their opinions | preferences or experiences with others. The paper seeks to provide the concept of word-of-mouth | starting from the definition | characteristics | to manifestation in the online environment and the effects on consumer behavior | creating opportunities for word-of-mouth marketing. Social Media become important in building a brand | as consumer reactions can be decisive in enhancing or destroying it. For effective use of social media tools | brands need to identify the influential people among consumers | to capture the recommendations received from the users and measure their impact |
| Extent: | application/pdf |
|---|---|
| Type of publication: | Article |
| Classification: | M31 - Marketing |
| Source: |
Persistent link: https://www.econbiz.de/10011079442