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Lecture 11: Induction Level social media Interventions:
word of mouth,…
Lecture 11: Induction Level social media Interventions:
word of mouth, ecommerce
What is word of mouth:
• WOM:
• oral, person to person communication between a receiver and a communicator whom the receiver perceives as non-commercial, regarding his/her opinion on a brand/ service/ organization, etc.
• Traditionally, the communicator is a close friend or family member, someone the receiver knows and trusts → unambiguous credibility
charateristics
• The communicator is often unknown to the receiver, or anonymous → ambiguous credibility
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• Intervention: spontaneously generated by the audience or the company makes an effort to create WOM (WOMmarketing)
• eWOM:
• Evaluative statements made by users/ consumers that is made available for multitude of people over the internet (Henning-Thurau, 2004)
• The communicator is often unknown to the receiver, or anonymous → ambiguous credibility
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