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Word-of-Mouth Marketing: An Integrated Model

Author

Listed:
  • Miroslav Karlíček
  • Ivan Tomek
  • Miroslav Křížek

Abstract

Word-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.

Suggested Citation

  • Miroslav Karlíček & Ivan Tomek & Miroslav Křížek, 2010. "Word-of-Mouth Marketing: An Integrated Model," Ekonomika a Management, University of Economics, Prague, vol. 2010(3).
  • Handle: RePEc:prg:jnleam:v:2010:y:2010:i:3:id:109
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    References listed on IDEAS

    as
    1. 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.
    2. Miroslav Karlíček, 2010. "Media Relations with an Emphasis on Czech Practice," Acta Oeconomica Pragensia, University of Economics, Prague, vol. 2010(2), pages 64-72.
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    Cited by:

    1. Jan Rožek & Miroslav Karlíček, 2014. "Customer Lifetime Value as the 21st Century Marketing Strategy Approach," Central European Business Review, University of Economics, Prague, vol. 2014(2), pages 28-35.

    More about this item

    Keywords

    Word-of-Mouth; názoroví vůdci; online Word-of-Mouth; Word-of-Mouth marketing; opinion leaders;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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