Electronic word-of-mouth (EWOM) and its impact on consumer behavior

Harun, Amran and Jumadin, Maryam Maimunah and Ahmad, Abdul Rahman and Kepal, Noreina (2017) Electronic word-of-mouth (EWOM) and its impact on consumer behavior. In: Advance in Marketing Research. Series 1 . Penerbit UTHM, pp. 1-9. ISBN 9789672110736

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Abstract

With the advent of social media and mobile technology, customers have begun to share their opinions and assessment, satisfactory service experience and unsatisfactory without constraints of time or spatial (Tai et al., 2017). Research has demonstrated that social media and mobile technology have become crucial channels of information exchange prior to purchases and online interactions are a key aspect of the modern customer experience (Cheung et al., 2012). Consumer-generated content is communicated via increasingly popular social networking websites for example TripAdvisor and Facebook (Li et al., 2016). This particular communication channel has transformed the way in which customers evaluate information absorbed from consumer-centric communities by allowing them to share their experiences, therefore enhancing online interpersonal influences and eWOM (Tingting Zhang, Behzad Abound Omran, Cihan Cobanoglu, 2017). The communication patterns in citizen nowadays especially Generation Y members have embraced already through their use of social networking technology and mobile apps and devices will continue, as they move up the economic ladder, such that, even as they mature, have families and assume increasingly significant responsibilities, their enthusiasm for widespread information sharing, including eWOM, is predicted to continue (Zhang et al., 2017).

Item Type:Book Section
Subjects:H Social Sciences > HF Commerce > HF5001-6182 Business
Divisions:Faculty of Technology Management and Business > Department of Business Management
ID Code:11126
Deposited By:Mr. Mohammad Shaifulrip Ithnin
Deposited On:13 May 2019 09:10
Last Modified:13 May 2019 09:10

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