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
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
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
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
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.
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.
