Word-of-mouth marketing from a global perspective

• Autor(a) principal: Sırma, Eda
• Data de Publicação: 2009
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/2506
• topic: Word-of-mouth marketing (WOM); Opinion leaders; Marketing boca-a-boca; Líderes de opinião

Demand for word-of-mouth marketing is in increase. With the emergence of new consumer, traditional marketing can no longer influence the consumer purchase decisions. This creates a gap between the new role of the consumer and the existing marketing strategies. In an increasingly competitive marketplace and abundance of choice, customers no longer trust the messages they are sent by traditional marketing channels. As a result, word-of-mouth marketing gained importance. Based on recommendations between two or more consumers related to a product or service, wordof- mouth is regarded as the most credible source of information and the most powerful tool to influence consumer purchase decision. Today, more and more companies have begun to include word-of-mouth in their marketing mix. For the majority, word-ofmouth is known but not yet fully understood. The purpose of this thesis is to provide an in-dept analysis of word-of-mouth, deciphering its components and its impact on consumer decision, and demonstrate how involving consumers in marketing campaigns can add value to companies with examples from all around the world, namely the United States, Germany, Turkey, South Africa and Australia.