The word-of-mouth phenomenon in the social media era

被引：58

作者：

Barreto, Ana Margarida ^{[1
]}

机构：

[1] Univ Nova Lisboa, Lisbon, Portugal

来源：

INTERNATIONAL JOURNAL OF MARKET RESEARCH | 2014年 / 56卷 / 05期

关键词：

COMMUNICATION; MANAGEMENT; CONSUMER; MARKET; CONVERSATIONS; CONSEQUENCES; ANTECEDENTS; PERCEPTIONS; DYNAMICS; INTERNET;

D O I：

10.2501/IJMR-2014-043

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This review addresses three contemporary questions on the topic of word of mouth (WOM): (1) Are WOM and online WOM the same phenomenon? (2) What kind of target is more likely to engage in brands recommendations? (3) Can 'organic' and 'fertilised' WOM have the same value/impact? Furthermore, the present work gives academics a framework for analysing the popular phenomenon WOM, and provides marketers with some best practice suggestions. Finally, the reader can find some suggestions for further research on this topic.

引用

页码：631 / 654

页数：24

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