WORD OF MOUSE IN THE WORLD OF BRANDS
WORD OF MOUSE IN THE WORLD OF BRANDS
Author(s): Jaroslav Světlík, Vladimír VavrečkaSubject(s): Social Sciences, Media studies, Communication studies, Sociology, Theory of Communication, Marketing / Advertising, Human Resources in Economy
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: brand image; equity; interactivity; precedence; purchasing behavior; social capital; the credibility of the source; word of mouth;
Summary/Abstract: There is no doubt that spontaneous offline WOM is one of the most important and influential sources of information since the beginning of human society. The attitudes of consumers towards the brand and their consumer behavior in more than 60% decided not on advertising but based on there commendations of friends, family members, professionals, colleagues. With the advent of the Internet and especially Web 2.0, this area of marketing communications has changed radically. If consumers need information and references that would facilitate their purchase decisions, have torely on their personal social network today from the perspective of obtaining relevant informationand recommendations of this global network. This new form of communication is referred to as WOMonline, e - WOM, or even Word of Mouse. Differences between traditional off-line form and Word of Mouse are essential, as are different (and also identical) ways to build positive attitudes towards the brand and purchasing intention. Decisive influence plays the credibility of the information sources.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/1
- Page Range: 284-293
- Page Count: 10
- Language: English