The Effect of Word of Mouth in Customer Equity and Brand Equity

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.

An Exploratory Study on the Electronic Word of Mouth Communication in Promoting Brands in the Online Platforms

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.

The Role of Medical Word-of-Mouth on Sport Therapists: A Patient Psychological Perspectives

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”.

Understand the Customer Preference of Different Market Segments from Online Word of Mouth: Evidence from the China Auto Industry

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.

A New Approach of Time Series Variation Based on Power Links and Field Association Words

This paper has proposed a new methodology extracting stability classes of field association words depending on automatically power link analysis to enhance the precision of decision tree. In this paper, we have studied the effects of the time variation based on the frequencies of specific words called field association words that connected to documents using power link in a specific period. The stability classes have referred to the popularity of field association words based on the change of time in a given period. The new approach has evaluated by conducting experiments simulating results of 1575 files (about 5.16 MB). Based on these experiments, it has turned out that, the F-measure for ascending, stable and descending classes have achieved 93.6%, 99.8% and 75.7%, respectively. These results mean that F-measure was increasing by 12%, 4% and 34% than traditional methods because of the power link analysis.

On the Analysis of Newly Coined Chinese Words from the Perspective of Conceptual Blending Theory

This paper aims to find out the effect of using the conceptual blending theory to understand the meaning construction of newly coined Chinese words and phrases such as internet catchwords.Through illustration of some examples,it is found that the conceptual blending theory is applicable in explaining Chinese linguistic phenomena and it offers us a new perspective to understand new linguistic phenomena in Chinese.

On the Advertising of an Event: A Mathematical Approach

The present contribution arises with the intent of providing a brief, and therefore not exhaustive, theoretical accommodation of the problematics related to the programming and the achievement of an event. In reality, the aim of the paper is to develop optimal advertising policies for an event that takes place at a given future instant of time (a sport game, a concert, a ballet or a theatre performance) and to minimize the advertising costs concerning the organization of the event. More precisely, the paper faces the problem of how to diffuse over time the informations about a forthcoming event among a population of potential participants and it takes into consideration, among the main vehicles for the dissemination of information, the word-of-mouth effect, a kind of advertising which is independent of the firm advertising policy.

Exploring the Identification and Effects of “Opinion Leader” under Different Information Release Strategies

This paper systematically analyzes the models and processes related to wordof- mouth spreading in social networks. This paper simulates the characteristics and rules of word-of-mouth spreading on social network platforms, adopts network evolution models as well as virus spreading models which can precisely reflect the process of word-of-mouth spreading. By computer simulation, the effect of several kinds of parameters in networks and in wordof- mouth spreading model is analyzed. What has been proved, through parameter analysis, is that the secondary “push” of the key node (opinion leader) in social networks has played a significant role in promoting word-of-mouth spreading. In practical applications, shopkeepers can act appropriately to the situation, which means they put in a second period of advertise appropriately after placing one advertisement at random in order to save costs and increase efficiency.

消费者个体抱怨对群体满意度的影响机制——基于Hofstede五种文化维度的理论研究

不满意与期望不一致是抱怨产生的情绪与认知根源。抱怨具有人际传播的可能性,存在情绪感染和负面口碑传播两种机制。结合Hofstede五种文化维度可得出不同文化背景下个体抱怨影响群体满意度的模型(I-G模型)。从权力维度来看,权力差距意识高的群体易受意见领袖的影响,且抱怨的人际影响更强、更快。从关系维度来看,集体主义的群体更会盲目附和大众口碑,而个体主义的群体更加理性。从性别维度来看,男性气质群体的情绪和负面认知极易成为大众知识,而在女性气质群体中,更易成为隐性知识。从风险维度来看,不确定规避高的群体易受制度规置的影响,而不确定规避低的群体更热衷冒险,追求利益或补偿将成为影响群体的重要原则。从时间维度来看,在长期导向的群体中,个体抱怨的影响更持久。

《牛津高中英语》中Word Power板块教学的探析

一、引言 词汇教学是英语教学的重要组成部分，新的《英语课程标准》要求学生能运用词汇理解和表达不同的功能、意图和态度等，运用词汇描述比较复杂的事物、行为和特征，说明概念等，学会使用3000个单词和450～500个习惯用语和搭配。《牛津高中英语》每个单元中“Word power”板块的设计充分体现了新课程的理念，要求在一课时内完成。

基于培养词汇学习能力的Word power板块教研实践

译林版《牛津高中英语》Wordpower板块具有三个明显特征：①板块设置目标明确——扩大词汇量、掌握词汇学习技巧；②主题鲜明，该板块共有39个单元，其中主题词汇类有35个单元，占比89．7％（另有词汇特色介绍4个单元；与主题词汇并列形成单元的构词知识学习共5项）；③板块当中出现的词汇，要么是超纲词汇，不需要学生在高中阶段掌握，要么是以前所学，仅作为范例，所以该板块中出现的词汇没有收录在书后的生词表中。

利用好Word Power板块,有效扩大词汇量——以《牛津高中英语》Module 4 Unit 3 Word Power为例

英语词汇量是检验英语水平的一个重要指标。为使词汇教学能联系学生实际生活,让学生感到学有所乐和学有所得,笔者以《牛津高中英语》Module 4 Unit 3的Word Power为例,尝试在词汇教学中结合任务完成法、演绎法和归纳法,并采用小组合作的方式帮助学生扩大词汇量,促进学生语言知识的有效输出。

浅谈牛津译林版高中英语Word Power模块的教学

随着我国经济的不断发展,国家交流活动越来越频繁,社会发展对英语人才的需求越来越大,我国越来越重视高中英语教学质量,不断进行高中英语课程改革。面对计算机技术的发展和普及,计算机已经成为人们生活中必不可少的一个工具。因此,高中英语教学为了适应社会发展趋势,引进牛津译林版Word Power模板教学,创新高中英语教学方法,为社会发展培养全面型英语人才。一、Word Power教学现状(一)Word Power模板教学主要目的是帮助学生掌握、理解以及运用英语词汇,词汇在英语学习中具有重要的地位,

高中英语Word power板块的教学实践与思考

Word power是译林牛津版高中英语课本的一个重要板块,但不少教师对该板块重视不够。教师可以在呈现阶段、训练阶段、巩固测试阶段对Word power板块进行教学,同时培养学生的学习策略。

基于“教材有效整合”的课堂观察初探——以译林版牛津高中英语Welcome和Word Power版块为例

新课程改革已经如火如荼地开展，作为一名英语教师，接触新理念的牛津英语新教材也有一段时间了，折服于这套教材自身编排的独特和新颖的同时，在教学中我也尝到了创造性使用教材的甜头。下面将截取课堂教学实践的实例，谈谈牛津高中英语两个W版块的有效整合使用。

小组合作模式在内地西藏班Word Power板块教学中的运用

《普通高级中学英语课程标准（实验）》（以下简称为《课标》）指出：“高中学生应该学习和掌握的英语语言基础知识，包括语音、词汇、语法、功能和话题等五个方面的内容。知识是语言能力的有机组成部分，是发展语言技能的重要基础。”因此，要想提高藏族学生的英语水平，必须先从词汇教学入手，帮助学生打好英语语言学习的基础。《牛津高中英语》的Word power板块从两个方面帮助学生学习新的单词，力求快速、高效地扩大他们的词汇量。一是通过介绍英语单词的构词方法（合成、派生、转化等），帮助学生对所学过的单词进行归纳，从中发现规律，同时，根据这些规则向他们介绍更多地符合这些规则的生词；二是根据本单元的有关话题，从Word family的角度，向学生介绍该话题的更多生词。该板块设计了大量的图表、对话和短文，为学生创造了语用环境，非常适合藏族学生的词汇学习。

叶牛津高中英语曳Word power板块的教学思路

在牛津版高中英语教材中，Word power板块是比较特殊且重要的教学内容。这部分内容主要是引导学生用正确的方法来学习和掌握词汇，用构词法学习词汇，不但可以更容易记忆词汇，还可以更好地对词汇进行归类。另外，在这个板块的内容中，还包含一些相关的图表、对话和短文等，学生在学习的过程中可以通过这些相关知识以及知识的运用来进一步加强对词汇的理解和拓展词汇的运用方法。因此，只要学生能够把这部分内容学好，那么对于提高学生的词汇综合能力也是非常有利的。本文将针对目前Word power部分的一些教学现状和存在的问题来探讨Word power板块的教学思路。

译林版《牛津高中英语》Word power部分教学设计分析

2004年全国中小学教材审定委员会审定的Advance with English（《牛津高中英语》）新教材，同时也是国家《课程标准》实验教科书，由凤凰出版传媒集团、译林出版社和牛津大学出版社联合出版。整套教材由牛津大学出版社聘请资深英语语言教育专家根据中英双方共同商定的编写方案执笔编写，

《牛津高中英语》Word power活动设计课例分析

《牛津高中英语》教材Word power板块旨在通过系统的词汇学习,扩大学生的词汇量。本文通过具体的任务设计案例,从学生发展,气氛营造,优化教学模式,促进教师发展,四个角度探讨了 Word power板块的教学方法。