Word-of-Mouth Marketing: An Integrated Model
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.
Volume (Year): 2010 (2010)
Issue (Month): 3 ()
|Contact details of provider:|| Postal: nam. W. Churchilla 4, 130 67 Praha 3|
Phone: (02) 24 09 51 11
Fax: (02) 24 22 06 57
Web page: http://www.vse.cz/
More information through EDIRC
|Order Information:|| Postal: Redakce Ekonomika a management, Vysoká škola ekonomická v Praze, nám. W. Churchilla 4, 130 67 Praha 3|
Web: http://www.vse.cz/eam/ Email:
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- 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.
- Miroslav Karlíček, 2010. "Media Relations with an Emphasis on Czech Practice," Acta Oeconomica Pragensia, University of Economics, Prague, vol. 2010(2), pages 64-72.
When requesting a correction, please mention this item's handle: RePEc:prg:jnleam:v:2010:y:2010:i:3:id:109. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Frantisek Sokolovsky)
If references are entirely missing, you can add them using this form.