In this paper the author examines the extent to which word of mouth （WOM） impact on customer equity and brand equity, two of the most popular metrics of marketing productivity. WOM is the most ancient and effective ...In this paper the author examines the extent to which word of mouth （WOM） impact on customer equity and brand equity, two of the most popular metrics of marketing productivity. WOM is the most ancient and effective communication tool because its low cost affects the efficiency in the allocation of marketing resources. After an extensive literature review, the author proposes several propositions to be tested in the future concerning how WOM might affect each element of brand equity and customer equity.展开更多
This study discusses on the communication method followed by most of the brands called. “Electronic Word of Mouth” in a short form is called as eWOM in order to reach the customers effectively in a short span. Socia...This study discusses on the communication method followed by most of the brands called. “Electronic Word of Mouth” in a short form is called as eWOM in order to reach the customers effectively in a short span. Social media having become a new hybrid component of integrated marketing communication allows the brands to establish strong relationship with the customers. With the establishment of customer relationship online, the brands create a platform for the customers to discuss about the product features, quality, price and write a review about the product online. This research analyses about the social media and its impact in spreading the messages about the brands to the end customers and the impact of gender, age groups, income, designation and the demographic details of the customers in trusting the information that is spread through electronic media and the level at which the eWOM helps the customers to select the brand.展开更多
In 21st century, more and more people see medical services of sport therapists as a promising industry due to global aging population and high biotechnology development. Hence, understanding medical word-of-mouth (WOM...In 21st century, more and more people see medical services of sport therapists as a promising industry due to global aging population and high biotechnology development. Hence, understanding medical word-of-mouth (WOM) process among patients in medical services of sport therapists could be interesting and useful. This study would find out the role of WOM on patients psychology when choosing the sport therapists, understand how patients look for sport therapists’ information and which information source is important to them. As a pioneer, this study would like to improve medical WOM marketing of sport therapists. The authors designed a questionnaire based on how patients choosing sport therapists, including questions search importance of different information sources of sport therapists with medical service decision, and respondents’ psychological demographics. We released 253 questionnaires of judo therapy clinics inTaiwan. More than half of the respondents see sport therapists due to others’ recommendations (referral of family, friends and professionals). Women are more likely to seek medical word-of-mouth information than men;and respondents who think choosing sport therapists are important tend to seek medical word-of-mouth information. Further, patients focus on “therapist’s behavior”, “therapist’s skills”, and “therapist’s ethic”.展开更多
With the explosive growth of social media, manufacturers and marketers are increasingly using public opinions in social media for their business decision making. This article aims to understand the customer preference...With the explosive growth of social media, manufacturers and marketers are increasingly using public opinions in social media for their business decision making. This article aims to understand the customer preference of different market segments from online word of mouth. Using the real data collected from the leading online community of China auto and the ordered Logit model, we find that from the viewpoint of car types, the price is the most important factor for the customer satisfaction. However, from the viewpoint of price range, the price is no more the most important factor for the customer satisfaction. From both viewpoints, the results are similar that different car attributes have different weights on satisfaction. Our findings will make the car manufacturers and marketers come away with a more detailed understanding of the mindset of Chinese consumer groups, and keep a competitive advantage in the fierce China auto market.展开更多
文摘In this paper the author examines the extent to which word of mouth （WOM） impact on customer equity and brand equity, two of the most popular metrics of marketing productivity. WOM is the most ancient and effective communication tool because its low cost affects the efficiency in the allocation of marketing resources. After an extensive literature review, the author proposes several propositions to be tested in the future concerning how WOM might affect each element of brand equity and customer equity.
文摘This study discusses on the communication method followed by most of the brands called. “Electronic Word of Mouth” in a short form is called as eWOM in order to reach the customers effectively in a short span. Social media having become a new hybrid component of integrated marketing communication allows the brands to establish strong relationship with the customers. With the establishment of customer relationship online, the brands create a platform for the customers to discuss about the product features, quality, price and write a review about the product online. This research analyses about the social media and its impact in spreading the messages about the brands to the end customers and the impact of gender, age groups, income, designation and the demographic details of the customers in trusting the information that is spread through electronic media and the level at which the eWOM helps the customers to select the brand.
文摘In 21st century, more and more people see medical services of sport therapists as a promising industry due to global aging population and high biotechnology development. Hence, understanding medical word-of-mouth (WOM) process among patients in medical services of sport therapists could be interesting and useful. This study would find out the role of WOM on patients psychology when choosing the sport therapists, understand how patients look for sport therapists’ information and which information source is important to them. As a pioneer, this study would like to improve medical WOM marketing of sport therapists. The authors designed a questionnaire based on how patients choosing sport therapists, including questions search importance of different information sources of sport therapists with medical service decision, and respondents’ psychological demographics. We released 253 questionnaires of judo therapy clinics inTaiwan. More than half of the respondents see sport therapists due to others’ recommendations (referral of family, friends and professionals). Women are more likely to seek medical word-of-mouth information than men;and respondents who think choosing sport therapists are important tend to seek medical word-of-mouth information. Further, patients focus on “therapist’s behavior”, “therapist’s skills”, and “therapist’s ethic”.
文摘With the explosive growth of social media, manufacturers and marketers are increasingly using public opinions in social media for their business decision making. This article aims to understand the customer preference of different market segments from online word of mouth. Using the real data collected from the leading online community of China auto and the ordered Logit model, we find that from the viewpoint of car types, the price is the most important factor for the customer satisfaction. However, from the viewpoint of price range, the price is no more the most important factor for the customer satisfaction. From both viewpoints, the results are similar that different car attributes have different weights on satisfaction. Our findings will make the car manufacturers and marketers come away with a more detailed understanding of the mindset of Chinese consumer groups, and keep a competitive advantage in the fierce China auto market.
