Background - Due to the rapid growth of the Internet and use of e-commerce in recent years, viral marketing has drawn the attention of manufacturing and service organizations. However, no research has been conducted to examine the impact of message appeal and message source credibility on...

We investigate how consumer word of mouth (WOM) develops over time and in turn influences new product adoption. We develop a dynamic aggregate-level model of WOM development and new product diffusion that explicitly captures consumers’ learning of product quality from both marketing...

In this paper the importance of word of mouth for marketing management in the twenty-first century will be discussed. After a short introduction, there will be a focus on the demarcations and problems of traditional marketing. Then, in the third section, word of mouth (WOM) and word-of-mouth...

Buzz marketing is becoming a more and more relevant topic. Yet, most research is descriptive and does not provide insights into the underlying mechanisms. To overcome this void, the paper provides a causal model of buzz marketing focusing on the motives of potential buzz agents and their effects...

Word-of-mouth (WOM) plays an increasingly important role today in shaping consumers' attitudes and buying behaviors. Prior work in marketing has mainly focused on the aggregate impact of WOM on product sales as well as the generation of WOM. Very little attention has been paid to the consumption...

Many video ads are designed to go 'viral,' so that the total number of views they receive depends on customers sharing the ads with their friends. This paper explores the relationship between number of views and how persuasive the ad is at convincing consumers to purchase or to adopt a favorable...

Objective – The study aims to explore the effect of digital Word of Mouth (WOM) marketing on customer purchase decision.Methodology/Technique – Types of research are a descriptive analysis and causal also measuring a conclusion by using a regression analysis and for hypothesis testing using...

Social networking is currently the most popular online activity among consumers worldwide. Today in business context, Social media is achieving increasing importance as a channel for consumer's online participation and engagement. Brands are developing its presence in social networking sites to...

Objective - The objectives of this article are threefold; first, to identify factors affecting the effectiveness of social media advertising; second, to classify the factors into four main dimensions (namely: source, social, content and attitudinal); third, to conceptualise the factors and...

Scholars have conceptualized and measured customer satisfaction in several different ways such as overall satisfaction and relative satisfaction. This paper studies if how one conceptualizes customer satisfaction matters. Authors study if key attributes of customer satisfaction differ in their...