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
Taking tourists in Tai'an City—an outstanding tourism city of China for example, this paper explored the influence of online comments(word-of-mouth effect) on tourists' intention of purchasing services of acc...Taking tourists in Tai'an City—an outstanding tourism city of China for example, this paper explored the influence of online comments(word-of-mouth effect) on tourists' intention of purchasing services of accommodation facilities and restaurants through analyzing 502 valid questionnaires. Then measures and suggestions were proposed for tourist enterprises improving online word-of-mouth marketing.展开更多
The development of businesses in the Internet era has shifted from channel to scale,to users and word of mouth.By utilizing the fans economy,the mode of explosive products has become an effective mode for focusing on ...The development of businesses in the Internet era has shifted from channel to scale,to users and word of mouth.By utilizing the fans economy,the mode of explosive products has become an effective mode for focusing on core products,efficiently detonating the market,quickly acquiring users,and realizing enterprise development.This paper conducts pertinent analysis and research.It discusses how to distinguish between explosive products,explosive products,and explosive products,as well as the relevant capabilities required to build explosive products.Finally,in conjunction with the current situation,it discusses how to establish a mode of explosive products for enterprises in order to realize enterprise growth and profit.展开更多
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.
基金Sponsored by Young Backbone Teachers and Domestic Visiting Scholar Program of Shandong Provincial Institutes of Higher EducationShandong Provincial Program of Soft Sciences(2009RKB439)+1 种基金Shandong Provincial Key Project of Culture and Art(2013101)Sci-tech Development Program of Tai’an Bureau of Science and Technology(20140630-20)
文摘Taking tourists in Tai'an City—an outstanding tourism city of China for example, this paper explored the influence of online comments(word-of-mouth effect) on tourists' intention of purchasing services of accommodation facilities and restaurants through analyzing 502 valid questionnaires. Then measures and suggestions were proposed for tourist enterprises improving online word-of-mouth marketing.
文摘The development of businesses in the Internet era has shifted from channel to scale,to users and word of mouth.By utilizing the fans economy,the mode of explosive products has become an effective mode for focusing on core products,efficiently detonating the market,quickly acquiring users,and realizing enterprise development.This paper conducts pertinent analysis and research.It discusses how to distinguish between explosive products,explosive products,and explosive products,as well as the relevant capabilities required to build explosive products.Finally,in conjunction with the current situation,it discusses how to establish a mode of explosive products for enterprises in order to realize enterprise growth and profit.
