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., Using Cellular Automata Modeling of the Emergence of Innovations, Technological Forecasting and Social Change, 68 (3), 2001, 293-308. [9] Moldovan S., Goldenberg J., Cellular automata modeling of resistance to innovations: Effects and solutions, Technological Forecasting and Social Change, 71 , 2004, 425-442. [10] Mahayan V., Muller E., Kerin R. A., Introduction strategy for new products with positive and negative word-of mouth, Management Science, 30 , 12, 1984, 1389 [11] Brown J. J., Reingen P. H., Social Ties and Word-of-Mouth Referral Behavior, Journal of

Facebook page, Online Information Review, Vol. 37, No. 5, pp. 787-803, https://doi.org/10.1108/OIR-03-2012-0054 (20.09.2015). Bradley, A. J., McDonald, M. P. (2011), The social organization: how to use social media to tap the collective genius of your customers and employees, Harvard Business Press. Brown, J., Broderick, A. J., Lee, N. (2007), Word of mouth communication within online communities: conceptualizing the online social network, Journal of Interactive Marketing, No. 21, pp. 2-20. Buchnowska, D. (2013), Analiza i ocena poziomu wykorzystania mediow

R eferences 1. Anderson, Eugene W. (1998), “Customer satisfaction and word of mouth”, Journal of service research , Vol. 1, No. 1, pp. 5-17. doi:10.1177/109467059800100102 2. Audrain-Pontevia, Anne-Françoise, and Allan J. Kimmel (2008), “Negative word-of-mouth and redress strategies: An exploratory comparison of French and American managers”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior , Vol. 21, pp. 124-136. 3. Bachleda, Catherine, and Boutaina Berrada-Fathi (2015), “Is negative eWOM more influential than negative pWOM

Brand Equity in The Banking Industry in Bangladesh: The Mediating Effect of Corporate Image and Brand Awareness. International Journal of Bank Marketing, 36(5), 806-822. Hajli, N., Wang, Y., & Lin, X. (2014). Social Word of Mouth: How Trust Develops in the Market. International Journal of Market Research, 56(5), 673-689. Handi, H., Hendratono, T., Purwanto, E., & Ihalauw, J.J.O.I. (2018). The Effect of E-WOM and Perceived Value on the Purchase Decision of Foods by Using the Go-Food Application as Mediated by Trust. Quality Innovation Prosperity , 22(2), 112

References East, Robert, Kathy Hammond, Wendy Lomax, and Helen Robinson (2005), “What is the Effect of a Recommendation?” Marketing Review, 5, 2, pp. 145 - 157. Forrester Research (2005), “What’s The Buzz on Word-Of-Mouth Marketing? Social Computing and Consumer Control Put Momentum into Viral Marketing,” May (2005) www.forrester.com Hanssens, Dominique M., Leonard J. Parsons and Randall L. Schultz (2001), “Market Response Models: Econometric and Time-Series Research,” 2nd ed., Kluwer Academic Publishers, Boston, MA. Misner, Ivan R. (1999), “The World’s Best

References Dubois, David; Bonezzi, Andrea; De Angelis, Matteo (2016): “Sharing with Friends Versus Strangers: How Interpersonal Closeness Influences Word-of-Mouth Valence,” Journal of Marketing Research, Vol. 53 (5), pp. 712 - 727. Dubois, David; Rucker, Derek D; Tormala, Zakary L. (2011): “From Rumors to Facts, and Facts to Rumors: The Role of Certainty Decay in Consumer Communications,” Journal of Marketing Research, Vol. 48 (6), pp. 1020 - 32. Cheung, Man Yee; Luo, Chuan; Sia, Choon Ling; Chen, Huaping (2009): “Credibility of Electronic Word-of-Mouth

increases the success of a product. However, because negative in- formation should generally decrease product evalua- tions—or at best, leave them unchanged—attitude changes alone cannot explain why negative publicity would ever increase product choice or sales. Negative publicity may have positive effects, however, by increasing product awareness or accessibility. Regardless of valence, publicity (and potentially word-of-mouth) may have positive effects if it makes consumers more aware of a product or encourages it to be top of mind. Such effects have been

References Chae, Inyoung; Stephen, Andrew T.; Bart,Yakov and Yao, Dai (2017): “Spillover effects in seeded word-of-mouth marketing campaigns,” Marketing Science , Vol. 36, No. 1, pp. 89 - 104.

References Bass, F. M. (1969), “A New Product Growth for Model Consumer Durables”, Management Science, 15 (5), 215 - 227. De Bruyn, A. and G. L. Lilien (2008), “A Multi-Stage Model of Word of Mouth Influence through Viral Marketing”, International Journal of Research in Marketing, 25 (3), 151 - 163. Phelps, J. E., R. Lewis, L. Mobilo, D. Perry, and N. Raman (2004), “Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email”, Journal of Advertising Research, 44 (Dec), 333 - 348. Watts, D. J. and J

References 1. Auh, S., Bell, S.J., McLeod, C.S. and Shih, E. (2007). Co-production and customer loyalty in financial services. Journal of Retailing, Vol. 88 No. 3, 359-70. 2. Backman, S. J., and J.L. Crompton (1991). The Usefulness of Selected Variables for Predicting Activity Loyalty. Leisure Sciences, 13: 205-20. 3. Beerli, A., J.D. Martin, and A. Quintana (2004). A Model of Customer Loyalty in the Retailing Banking Market. European Journal of Marketing, 38 (1/2): 253-75. 4. Brown, J., Broderick, A.J. & Lee, N. (2007) Word of mouth communication within online