Download or read book Analysis of the article Word of Mouth versus Word of Mouse Speaking about a Brand Connects You to It More Than Writing Does written by Sebastian Köhler and published by GRIN Verlag. This book was released on 2022-03-02 with total page 39 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Passau (Lehrstuhl für Betriebswirtschaftslehre mit Schwerpunkt Marketing und Services), course: Bachelorseminar, language: English, abstract: The aim of this paper is to shed light on the various ways in which traditional word of mouth (WOM) and electronic word of motuh (eWOM) influence consumer behaviour in terms of the resulting SBC, brand loyalty, self-enhancement and vice versa. In addition, consumers' subsequent reactions after their behaviour has been influenced by the different ways of communication are portrayed. Accordingly, the classification of the topic in the field of marketing research and the definitions of central terms and concepts are determined in the first step. Then, the paper will provide an overview of the current state of research regarding the topic in chapter three. Subsequently, chapter four demonstrates an in-depth presentation of the article "Word of Mouth versus Word of Mouse: Speaking about a Brand Connects You to It More Than Writing Does" written by Hao Shen and Jaideep Sengupta. When discussing the article's main findings in more detail, this study will particularly present its objectives, data basis used, methods, findings and limitations. Finally, it concludes with some reflections on possible implications for practitioners and researchers and will give an outlook toward further research contexts.

Download or read book Highly Recommended Harnessing the Power of Word of Mouth and Social Media to Build Your Brand and Your Business written by Paul M. Rand and published by McGraw Hill Professional. This book was released on 2013-09-20 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: WHAT DO YOU TRUST MORE--AN ADVERTISEMENT OR A FRIEND? Seize the power of today's most powerful marketing tool--WORD OF MOUTH According to Nielsen, 92 percent of consumers report that a word of mouth (WOM) recommendation is the top reason they buy a product or service. The founder of one of today's most successful digital and social marketing firms, Paul M. Rand has been at the forefront of WOM marketing since social media and smartphones began revolutionizing the way we do business. In Highly Recommended, Rand reveals how customer recommendations in the digital space have radically transformed the way people buy--which means you need to come up with new methods to reach customers and improve your products. Highly Recommended provides everything you need to seize the competitive edge and grow your company. Find out where and how your customers are talking about your brand Articulate your "Shareable Story" and get people talking Connect directly with your most influential customers Create compelling content to engage new customers Identify and neutralize negative commentary about your brand Build a true social business based on being the most highly recommended brand With WOM success stories from Stew Leonard's, Red Robin, Frito-Lay, Kimberly-Clark, Amazon, and other industry leaders, Highly Recommended puts you on the fast track to taking control of the dialogue about your business that’s already taking place. You have instant access to just about everything your customers are saying about you. You can't afford not to take advantage of this opportunity. And you can bet that your competition is working on it right now. The power of WOM can't be overstated. It's the most important marketing tool today. Apply the lessons of one of the pioneers of word of mouth marketing to ensure that your brand is Highly Recommended. PRAISE FOR HIGHLY RECOMMENDED: "Highly Recommended is an understatement. How about 'Must Read'? Paul is a five-star thinker. His attentive understanding of word of mouth ethics and message integrity deserves a million Likes." -- PETE BLACKSHAW, Global Head of Digital and Social Media, Nestle, and author of Satisfied Customers Tell Three Friends, Angry Customers Tell Three Thousand "Paul's book turns the traditional tenets of advertising on their end and empowers us to rethink marketing for the social economy. I highly recommend this book." -- ADAM BROWN, Executive Strategist, Salesforce.com, and former Executive Director of Social Media for Dell and The Coca-Cola Company "In Highly Recommended, Paul reveals that there is a science to being a successful social brand and lays out a compelling blueprint that separates the winners from the rest." -- ED KELLER, CEO, The Keller Fay Group, and coauthor of The Face-to-Face Book and The Influentials "While technology has permanently changed the economy, the lessons in Paul's book are timeless in many ways. Highly Recommended is one book that I will be looking at and learning from for years to come." -- PETE MARINO, Vice President of Communications, MillerCoors "'Would you recommend us to a friend?' It should be, 'Did you recommend us?' Paul shows why, in a time of connected consumerism, recommendations are more powerful than ever. Earn them!" -- BRIAN SOLIS, bestselling author of What's the Future of Business (WTF), and Principal Analyst, Altimeter Group “The author advises that a new business philosophy is required for engaging customers. Content marketing is that philosophy, providing information that is valued by customers and available at a time when the customer wants it. Rand views WOM (word of mouth) as the cornerstone of content marketing and customer service. Recommended.” -- CHOICE

Download or read book Word of Mouth Mouse and Mobile written by Mary Charleson, MBA and published by Trafford Publishing. This book was released on 2013-07-15 with total page 173 pages. Available in PDF, EPUB and Kindle. Book excerpt: A powerful story leveraged through word of mouth, mouse, and mobile is the secret to connecting with customers in our time-starved and media-fragmented society. Whether you’re just starting out or a seasoned veteran, these easy-to-read-and-apply five-minute articles will enhance your efforts. As a sequel to Mary’s first book, Five-Minute Marketing, this book includes the best of her published columns, entries from her popular blog www.fiveminutemarketing.com, and other previously unpublished work. Dip in or read it cover to cover and ramp up your marketing quickly. You will learn how to • generate WOM, publicity, and media interest in your business; • track trends and take advantage of marketing opportunity; • use social media to your advantage; • brand your business, your ideas, or your products; • model winning approaches to advertising from industry leaders; • leverage your story; and much, much more! “Mary Charleson’s 5-Minute Marketing columns consistently provide entrepreneurs with valuable advice about marketing their products, their companies and themselves. This book includes the best of her recent columns along with insights from her blog and previously unpublished work.” —Timothy Renshaw, Editor, Business in Vancouver “Today positive WOM may be the single greatest influencer of a brand’s future success. If you want to know how to succeed Mary’s book is a great place to start.” —Lance Saunders, Executive VP, Managing Director, DDB Canada “Engaging, entertaining, and a born teacher, Mary makes learning fun. From the classroom to the boardroom, she offers up great marketing insights. This book is simply an extension of her style to the written page.” —Charlene Hill, Department Chair, School of Business, Capilano University

Download or read book Word of Mouth and Its Impact on Marketing written by Fatima Naz and published by GRIN Verlag. This book was released on 2013-11-11 with total page 10 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 17, , course: business, language: English, abstract: In view of growing of the internet users for e-commerce and taking into account the emergent impact of word of mouth phenomenon this research have different aims. The aims of this study was built following dissimilar discussion with teachers and colleagues enlightening that word of mouth information for online purchasing do not have the same effect for everybody. Then they were born following dissimilar researchers together with what was already done in previous researches and what was completed. As a result different aims were drawn; the initial aim of this research is to study the attention of the customers in word of mouth to power their online purchasing activities. The next aim is to analyze the people influenced by interest of word of mouth. The following aim is to examine the marketing behavior bearing in mind the internet progress and word of mouth, their consideration for word of mouth marketing. In the form of research questions the aims of study are: How community utilizes and multiplies word of mouth information about online purchasing experience? How communities perceive word of mouth marketing? How marketers take word of mouth phenomenon and how they handle it?

Download or read book Summary Word of Mouth Marketing written by BusinessNews Publishing, and published by Primento. This book was released on 2014-11-12 with total page 39 pages. Available in PDF, EPUB and Kindle. Book excerpt: The must-read summary of Andy Sernovitz's book: "Word of Mouth Marketing: How Smart Companies Get People Talking". This complete summary of the ideas from Andy Sernovitz's book "Word of Mouth Marketing" shows how this type of marketing isn't really about the marketers, or even marketing itself. It's all about creating happy customers and making them your best advertisers. In his book, the author explains the characteristics that make word of mouth marketing great for your business and why you should focus on the happiness of your customers in order to drive sales. Added-value of this summary: • Save time • Understand key concepts • Expand your knowledge To learn more, read "Word of Mouth Marketing" and discover why your customers are the real driving force behind your marketing.

Download or read book Electronic Word of Mouth eWOM in the Marketing Context written by Elvira Ismagilova and published by Springer. This book was released on 2017-02-15 with total page 138 pages. Available in PDF, EPUB and Kindle. Book excerpt: This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overview of traditional word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional and online WOM. The book examines why people engage in eWOM communications, but also how consumers evaluate its persuasiveness. It also looks at the effects of eWOM. The book identifies current gaps in the eWOM research, but also highlights future directions for this growing field. eWOM is an important marketing technique in brand communications, and it plays an important role in modern e-commerce. Marketers become extremely interested in enhancing the power of eWOM developing loyalty programs and building brands. Studying the effect of eWOM can be beneficial for companies. This book should be a good resource for scholars and practitioners that need to understand the pervasive effects of eWOM.

Download or read book Why We Talk written by Bolivar J. Bueno and published by Creative Crayon Publishers. This book was released on 2007 with total page 153 pages. Available in PDF, EPUB and Kindle. Book excerpt: Learn the seven reasons your customers will or will not talk about your brand. In Why We Talk, gifted marketing strategist and professional listener Boli var J. Bueno dissects the evolution of word-of-mouth in the digital age and the unmistakable power shift that has taken place between marketer and consumer. Sharing one of the most insightful, organic concepts of this decade, Bueno bridges the monumental gap between the results business people want and the frustration they often experience.

Download or read book Off the Wall a Content Analysis of Ewom Word Of Mouth on Vans Facebook Community written by Chris Huebner and published by . This book was released on 2015-07-16 with total page 36 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2014 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, University of South Carolina, course: Word-of-mouth, language: English, abstract: Word-of -mouth (WOM) communication is ubiquitous. Consumers discuss favorite restaurants, where to buy a car and complain when a brand's customer service falls flat. These conversations, both positive and negative, have an impact on consumer behavior. In fact, WOM conversations generate more than 3.3 billion brand impressions each day (Keller & Libai, 2009). WOM has been shown to increase movie sales (Liu, 2006), the adoption of social platforms (Trusov, Bucklin and Pauwels, 2009) and the success of television programs (Godes and Mayzlin, 2004). While much of the current literature focuses on the consequences and behavioral mechanisms of WOM, little research has explored why people share their experiences with products or services (Berger, 2013). The purpose of this study was to gain an understanding of what consumers are posting on Facebook as it pertains to the performance of eWOM. To do so, the researcher performed a systematic content analysis based on Braun and Clarke's (2006) thematic approach to content analysis. The researcher found that eWOM was most often performed as positive product affect, as a self-presentation strategy and to express brand loyalty or belonging to a brand community.

Download or read book Word of mouse Vs Word of mouth written by Dan Martin and published by . This book was released on 2001 with total page 16 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Beyond Buzz written by Lois KELLY and published by AMACOM. This book was released on 2007-03-26 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: Gold prize winner for best marketing book (tie), 2008 Axiom/Inc Magazine awards Finalist, 2008 Berry-American Marketing Association Book Prize It’s official: the old marketing model is dead, and word of mouth is king. But while a lot of attention has been paid to the mechanics of creating buzz, only the savviest of marketers have learned to focus on crafting the right kind of message -- because without it, even the loudest buzz will soon die down. Beyond Buzz shows readers how to listen to customers, identify what is important to them, and then craft the kind of message that will truly resonate and spark conversation. Filled with insightful examples of conversational marketing at work, Beyond Buzz gives readers the tools and inspiration they need to create an effective and interesting conversational theme that will engage their customers and take their marketing to a whole new level. Without the right message in place, word of mouth marketing will never live up to its promise. This innovative and practical book shows readers how to ignite people’s interest...and generate much more than buzz.

Download or read book Brains on Fire written by Robbin Phillips and published by John Wiley & Sons. This book was released on 2010-08-31 with total page 229 pages. Available in PDF, EPUB and Kindle. Book excerpt: Develop and harness a powerful, sustainable word-of-mouth movement How did the 360-year-old scissor company, Fiskars, double its profit in key markets just by realizing its customers had already formed a community of avid scrapbookers? How is Best Buy planning to dominate the musical instruments market? By understanding the Brains on Fire model of tapping movements and stepping away from the old-school marketing "campaign" mentality. Brains on Fire offers original, practical and actionable steps for creating a word-of-mouth movement for corporations, products, services, and organizations. It takes you step-by-step through the necessary actions needed to start your own authentic movement. Develop and harness a powerful, sustainable, word-of-mouth movement Describes 10 lessons to master and create a powerful, sustainable movement The Brains on Fire blog is often ranked in the top 100 of AdAge's Power 150 Marketing Blogs

Download or read book The New Rules of Marketing and PR written by David Meerman Scott and published by John Wiley & Sons. This book was released on 2009 with total page 285 pages. Available in PDF, EPUB and Kindle. Book excerpt: Scott analyses how the internet has revolutionised communications and promotions. Told with many compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing.

Download or read book Superior Customer Value written by Art Weinstein and published by Routledge. This book was released on 2018-12-07 with total page 230 pages. Available in PDF, EPUB and Kindle. Book excerpt: Superior Customer Value is a state-of-the-art guide to designing, implementing and evaluating a customer value strategy in service, technology and information-based organizations. A customer-centric culture provides focus and direction for an organization, driving and enhancing market performance. By benchmarking the best companies in the world, Weinstein shows students and marketers what it really means to create exceptional value for customers in the Now Economy. Learn how to transform companies by competing via the 5-S framework – speed, service, selection, solutions and sociability. Other valuable tools such as the Customer Value Funnel, Service-Quality-Image-Price (SQIP) framework, SERVQUAL, and the Customer Value/Retention Model frame the reader’s thinking on how to improve marketing operations to create customer-centered organizations. This edition features a stronger emphasis on marketing thinking, planning and strategy, as well as new material on the Now Economy, millennials, customer obsession, business models, segmentation and personalized marketing, customer experience management and customer journey mapping, value pricing, customer engagement, relationship marketing and technology, marketing metrics and customer loyalty and retention. Built on a solid research basis, this practical and action-oriented book will give students and managers an edge in improving their marketing operations to create superior customer experiences.

Download or read book Word of Mouth and Social Media written by Allan J. Kimmel and published by Routledge. This book was released on 2016-12-19 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt: This collection examines a key new development in the contemporary marketing landscape, the relationship between the informal exchange of information and advice among consumers – known as word of mouth (WOM) – and emerging social media. Whereas WOM has been around since as long as people have engaged in conversations, its transmission is no longer limited to face-to-face interactions over the clothesline and across backyard fences. Today, the dissemination of WOM through online channels such as Facebook, Twitter, LinkedIn, YouTube channels, blogs, and consumer forums has significantly altered the alacrity by which product and service messages are spread across a dramatically expanded consumer audience. As marketing practitioners have come to recognize the power of online WOM in terms of its impact on consumer beliefs, attitudes, and purchasing behavior, effective strategies for leveraging the consumer conversation require greater insight and understanding of WOM and social media. Towards that end, this book offers ground-breaking research from an impressive array of internationally renowned marketing researchers on the nature and dynamics of WOM transmitted through social media channels, advancing our understanding of consumer influence, which to date has largely focused on offline WOM. Among the topical issues covered are best practices for marketing practitioners, the conversational nature of online WOM, the dynamic interplay between online and offline WOM, WOM measurement and monitoring, and cross-cultural influences on WOM. This book was originally published as a special issue of the Journal of Marketing Communications.

Download or read book The Anatomy of Buzz written by Emanuel Rosen and published by Crown Currency. This book was released on 2002-05-14 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: A groundbreaking guide to creating the word-of-mouth magic that cuts through the skepticism and information overload of today's consumers, and drives sales-and profits-to new heights. What turns a "sleeper" into a box-office bonanza or catapults a just-released book to the top of bestseller lists? How do people decide which car to buy, which fashions fit the image they seek, and even which movie to see? Despite the daily assault of advertising and other traditional marketing strategies, statistics show that consumers are overwhelmingly persuaded by word of mouth-the recommendations of friends and the "buzz" that develops in the marketplace. As Newsweek recently proclaimed, "Buzz greases the great conveyor belt of culture and commerce, moving everything from movies to fashions of the body and mind faster and faster." In The Anatomy of Buzz, former marketing VP Emanuel Rosen pinpoints the products and services that benefit the most from buzz-a universe that embraces everything from high-tech equipment to books, various consumer and entertainment products to legal and other support services-and offers specific strategies for creating and sustaining effective word-of-mouth campaigns. Drawing from interviews with more than 150 executives, marketing leaders, and researchers who have successfully built buzz for major brands, Rosen describes the ins and outs of attracting the attention of influential first users and "big-mouth" movers and shakers. He also discusses proven techniques for stimulating customer-to-customer selling-including how companies can spread the word to new territories by taking advantage of customer hubs and networks on the Internet and elsewhere. Recent surveys show that 58 percent of young people rely to some extent on others when selecting a car, 53 percent of moviegoers follow the recommendations of friends, and 65 percent of the people who bought a Palm organizer were inspired by the enthusiasm of others. With The Anatomy of Buzz, business leaders have what they need to start the buzz and reignite excitement about a product or service stalled in a holding pattern, or launch a new product into the stratosphere.

Download or read book Word of Mouth Marketing written by Andy Sernovitz and published by . This book was released on 2015-01-31 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: With straightforward advice and humour, word of mouth expert Andy Sernovitz will show you how the world's most respected and profitable companies get their best customers for free through the power of word of mouth. Learn the five essential steps that make word of mouth work and everything you need to get started. Understand how easy it is to work with social media, viral marketing, evangelists, and buzz. Start using simple techniques that start conversations: 3 Reasons People Talk About You; 4 Rules of Word of Mouth Marketing; 5 Ts of Word of Mouth Marketing; 6 Big Ideas: Deep Stuff That Changes Marketing Forever. Find out what sparks the irrepressible enthusiasm of Apple and TiVo fans. Understand why everyone is talking about a certain restaurant, car, band, or dry cleaner -- and why other businesses and products are ignored. Discover why some products become huge successes without a penny of promotion -- and why some multi-million-dollar advertising campaigns fail to get noticed. Open your eyes to a new way of doing business: Honest marketing makes more money, because customers who trust you will talk about you. Learn how to be the remarkable company that people want to share with their friends.

Download or read book Ask a Manager written by Alison Green and published by Ballantine Books. This book was released on 2018-05-01 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: From the creator of the popular website Ask a Manager and New York’s work-advice columnist comes a witty, practical guide to 200 difficult professional conversations—featuring all-new advice! There’s a reason Alison Green has been called “the Dear Abby of the work world.” Ten years as a workplace-advice columnist have taught her that people avoid awkward conversations in the office because they simply don’t know what to say. Thankfully, Green does—and in this incredibly helpful book, she tackles the tough discussions you may need to have during your career. You’ll learn what to say when • coworkers push their work on you—then take credit for it • you accidentally trash-talk someone in an email then hit “reply all” • you’re being micromanaged—or not being managed at all • you catch a colleague in a lie • your boss seems unhappy with your work • your cubemate’s loud speakerphone is making you homicidal • you got drunk at the holiday party Praise for Ask a Manager “A must-read for anyone who works . . . [Alison Green’s] advice boils down to the idea that you should be professional (even when others are not) and that communicating in a straightforward manner with candor and kindness will get you far, no matter where you work.”—Booklist (starred review) “The author’s friendly, warm, no-nonsense writing is a pleasure to read, and her advice can be widely applied to relationships in all areas of readers’ lives. Ideal for anyone new to the job market or new to management, or anyone hoping to improve their work experience.”—Library Journal (starred review) “I am a huge fan of Alison Green’s Ask a Manager column. This book is even better. It teaches us how to deal with many of the most vexing big and little problems in our workplaces—and to do so with grace, confidence, and a sense of humor.”—Robert Sutton, Stanford professor and author of The No Asshole Rule and The Asshole Survival Guide “Ask a Manager is the ultimate playbook for navigating the traditional workforce in a diplomatic but firm way.”—Erin Lowry, author of Broke Millennial: Stop Scraping By and Get Your Financial Life Together