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?
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Literature Review & Hypothesis Development
- Methodology
- Research design
- Population and sampling
- Data collection
- Procedures and measures
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The primary objective of this research is to investigate the influence of word-of-mouth (WOM) on online purchasing behavior. The study aims to understand how customers utilize and perceive WOM information, and how marketers leverage this phenomenon.
- The impact of customer-perceived belief, power, and inspiration on WOM behavior.
- The role of self-expression in the spread of WOM messages.
- The relationship between perceived WOM interactivity and attitudes towards online marketing.
- The influence of the need to belong on the forwarding of content.
- The impact of WOM on purchasing decisions and standard marketing practices.
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction chapter outlines the significance of WOM in today's digital age, particularly within e-commerce. It discusses the evolution of WOM from face-to-face communication to online platforms, highlighting the role of social networking websites.
The literature review chapter examines existing research on WOM and its impact on consumer behavior. It highlights the potential of WOM for both positive and negative effects, exploring its influence on product, brand, service, and employee performance. This chapter also examines the challenges of e-commerce, including quality concerns and customer risks, and the role of online reviews and e-WOM in addressing these issues.
The methodology chapter details the research design, population and sampling methods, data collection techniques, and procedures for conducting the study. The research will employ both qualitative and quantitative methods, utilizing questionnaires and interviews to collect primary data, and relying on secondary data from articles, research papers, and blogs.
Schlüsselwörter (Keywords)
The research focuses on key concepts such as belief, power, inspiration, self-expression, positive attitude to online marketing, forwarding of content, purchasing decisions, and standard marketing practices within the context of word-of-mouth communication in online communities.
- Citation du texte
- Fatima Naz (Auteur), Ayesha Tariq (Auteur), 2013, Word of Mouth and Its Impact on Marketing, Munich, GRIN Verlag, https://www.grin.com/document/264435
