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Making Your Online Voice Loud: The Critical Role of WOM Information

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Yesim Karaman

on 13 June 2011

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Transcript of Making Your Online Voice Loud: The Critical Role of WOM Information

Making Your Online Voice Loud:
The Critical Role of WOM Information Authors Minxue Huang, Professor in Marketing Department
Economics and Management School, Wuhan University Fengyan Cai, Assistant Professor at Marketing Department
Marketing Department, Antai College of Economics and Management, Shanghai Jiao Tong University Alex S.L. Tsang, Assitant Professor in Marketing Department
Hong Kong Baptist University Nan Zhou, Professor in Marketing Department
City University of Hong Kong WOM- Word of Mouth
=informal advice between people about goods, services and social issues Faced with a rapid decline of consumer trust in traditional advertising companies are looking for different ways to promote products WOM has two distinctive functions persuasion ripple effect caused by WOM diffusion Diffusion of WOM helps generate a ripple effect for marketing activities also called BUZZ or viral marketing The ripple effect has been identified as being able to significantly multiply or extend the effectiveness of advertising Beyond knowing about extistence of the ripple effect, we also need to understand how to generate a bigger ripple effect for marketing activities 1. Selection of an online enviroment WOM is hard to manage as marketers can not control consumers communication content in an offline environment The internet makes it possible to
track, copy, analyse WOM content. Therefore, marketers could have more control over WOM 2. WOM can be: one-to-one one-to-many As a new form of interpersonal influence online WOM could be: many-to-many Offline environment Online environment It enlarges the scope of social interaction --> making the ripple effect bigger The sources and receivers are unknown to each other --> provides the chance to
manage WOM information Attractiveness of WOM information is one important Important ways to enlarge the ripple effect of WOM Increase resenders' acceptance and resending behaviour Why many to many communication widen the scope of interaction and make the ripple effect bigger: The information is anonymous asynchronous written information based Making Your Online Voice Loud:The Critical Role of WOM Information", European Journal of Marketing, Vol. 45 Iss: 7/8 Model Who is saying? How is it said?, What is being said H1a: A potential resender’s acceptance level towards online WOM information is positively influenced by the perceived quality of that information. H1b: A potential resender’s acceptance level towards online WOM information is positively influenced by its perceived authenticity. H1c: A potential resender’s acceptance level towards online WOM information is positively influenced by its perceived authority. H1d: A potential resender’s acceptance level of online WOM information is positively influenced by its perceived interestingness.
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