期刊文献+
共找到1篇文章
< 1 >
每页显示 20 50 100
An Exploratory Study on the Electronic Word of Mouth Communication in Promoting Brands in the Online Platforms
1
作者 B. N. Malar Selvi J. Edwin Thomson 《Intelligent Information Management》 2016年第5期115-141,共27页
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
关键词 Word of Mouth integrated marketing communication Customer Relationship
下载PDF
上一页 1 下一页 到第
使用帮助 返回顶部