Word-of-Mouth Marketing: An Integrated Model
AbstractWord-of-Mouth, i.e. informal conversations and recommendations of people about products and services, has a powerful impact on customer decision-making. This study analyzes the fundamentals of this phenomenon in order to provide a better understanding of how Word-of-Mouth works and how it can be effectively stimulated. Characteristics of both online and offline Word-of-Mouth are analyzed and integrated into a model which can serve as a planning tool for Word-of-Mouth stimulation. The motivation behind Word-of-Mouth and its triggers are also analyzed. Managerial implications are stated in the conclusion.
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Bibliographic InfoArticle provided by University of Economics, Prague in its journal Ekonomika a Management.
Volume (Year): 2010 (2010)
Issue (Month): 3 ()
Postal: Redakce Ekonomika a management, Vysoká škola ekonomická v Praze, nám. W. Churchilla 4, 130 67 Praha 3
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
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- Thorsten Hennig-Thurau & Mark Houston & Shrihari Sridhar, 2006. "Can good marketing carry a bad product? Evidence from the motion picture industry," Marketing Letters, Springer, vol. 17(3), pages 205-219, July.
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