WORD OF MOUTH ON SOCIAL MEDIA
Through the access to information, the Internet has transformed people lifestyle, their preference for products, how they relate to brands. Perceived as an open space, without limitation, social media has become the main channel for expression of word-of-mouth, with both positive and negative effect...
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| Format: | Article |
| Language: | English |
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Romanian Foundation for Business Intelligence
2014-12-01
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| Series: | SEA: Practical Application of Science |
| Subjects: | |
| Online Access: |
http://seaopenresearch.eu/Journals/articles/SPAS_6_6.pdf
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| _version_ | 1819259166711087104 |
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| author | Ana Raluca CHIOSA |
| author_facet | Ana Raluca CHIOSA |
| author_sort | Ana Raluca CHIOSA |
| collection | DOAJ |
| description | Through the access to information, the Internet has transformed people lifestyle, their preference for products, how they relate to brands. Perceived as an open space, without limitation, social media has become the main channel for expression of word-of-mouth, with both positive and negative effects. Thus The Internet has allowed the development of WOM, making it contemporary in our technological world. This paper examines the motives for adopting WOM behavior, forms of WOM, the WOM model and principles, directions of WOM research. Brand engagement has made consumers more powerful in terms of requirements and evaluation of product/brand, more demanding and impatient in brand communication and market response. |
| first_indexed | 2024-12-23T19:05:42Z |
| format | Article |
| id | doaj.art-5f2127686b0b4026a6c4eb6513e4fbf1 |
| institution | Directory Open Access Journal |
| issn | 2360-2554 |
| language | English |
| last_indexed | 2024-12-23T19:05:42Z |
| publishDate | 2014-12-01 |
| publisher | Romanian Foundation for Business Intelligence |
| record_format | Article |
| series | SEA: Practical Application of Science |
| spelling | doaj.art-5f2127686b0b4026a6c4eb6513e4fbf12022-12-21T17:34:36ZengRomanian Foundation for Business IntelligenceSEA: Practical Application of Science2360-25542014-12-01II6 (4/2014)3742seapas:y:2014:i:6:p:37-42WORD OF MOUTH ON SOCIAL MEDIAAna Raluca CHIOSA0 ”Al. I. Cuza” University of Iasi Through the access to information, the Internet has transformed people lifestyle, their preference for products, how they relate to brands. Perceived as an open space, without limitation, social media has become the main channel for expression of word-of-mouth, with both positive and negative effects. Thus The Internet has allowed the development of WOM, making it contemporary in our technological world. This paper examines the motives for adopting WOM behavior, forms of WOM, the WOM model and principles, directions of WOM research. Brand engagement has made consumers more powerful in terms of requirements and evaluation of product/brand, more demanding and impatient in brand communication and market response. http://seaopenresearch.eu/Journals/articles/SPAS_6_6.pdf Word-of-mouthSocial mediaBrand engagement |
| spellingShingle | Ana Raluca CHIOSA WORD OF MOUTH ON SOCIAL MEDIA SEA: Practical Application of Science Word-of-mouth Social media Brand engagement |
| title | WORD OF MOUTH ON SOCIAL MEDIA |
| title_full | WORD OF MOUTH ON SOCIAL MEDIA |
| title_fullStr | WORD OF MOUTH ON SOCIAL MEDIA |
| title_full_unstemmed | WORD OF MOUTH ON SOCIAL MEDIA |
| title_short | WORD OF MOUTH ON SOCIAL MEDIA |
| title_sort | word of mouth on social media |
| topic | Word-of-mouth Social media Brand engagement |
| url |
http://seaopenresearch.eu/Journals/articles/SPAS_6_6.pdf
|
| work_keys_str_mv | AT anaralucachiosa wordofmouthonsocialmedia |