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Electronic Word of Mouth

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  • Deepali Singh

Abstract

In this fast moving information age where business is done at the speed of thought, one need to explore all the ways of running a business effectively and efficiently. Word of mouth is the most effective and credible influence marketeers can exercise on the minds of their prospective customers. It is the fastest tool for converting the never-tried pool into the tried-and-user pool. This study tries to explore how information technology affects prevailing word of mouth practices and how effective they are in promoting e-business. This paper gives an insight into the following: • How net marketeers exercise power over net customers and net users? • How information technology tools and techniques are being used in word of mouth communication? • What strategies the net marketeer should use to achieve positive implications of electronic word of mouth?

Suggested Citation

  • Deepali Singh, 2000. "Electronic Word of Mouth," Paradigm, , vol. 4(2), pages 1-11, July.
    • Handle: RePEc:sae:padigm:v:4:y:2000:i:2:p:1-11
    DOI: 10.1177/0971890720000202
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