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Week 20 Communication between consumers - Coggle Diagram
Week 20 Communication between consumers
Aspects of trust (Vesel and Zabkar, 2010).
Expertise- knowledge
Benevolence -other person’s watching out for our interests.
Integrity -person acts trustworthy
(WOMM) Word of mouth marketing
limited reach
Communicatios mix (promotions mix)
Advertising:
print, poster or television advertising or any form of paid-for media communication
Personal selling:
face to face, telephone, chatbox
Direct marketing:
directly with consumers - mail order and door-to-door calling.
Public relations:
Influencing the public
Sales promotion:
A direct inducement to buy, tactical marketing techniques
Seeding programs
Referral programs
Recommendation programs
Seeding programs
Petrescu (2014) following to encourage their WOM transmission:
Emotional advertising that is more entertaining
Humorous appeals
Sexual appeals
Messages with strong emotions (fear/sad)
Lovett et al. (2013) motivators for WOM (list of drivers)
self enhancement
expressing uniqueness
desire to converse
evocation of emotions
infomation demand
infomation supply