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The concept of word of mouth (WOM): positive and negative WOM

Jusoh, Nur Aniza Quantaniah and Seah , Yett Jing and Harun, Amran and Abu Seman, Noor Aslinda (2017) The concept of word of mouth (WOM): positive and negative WOM. In: Advance in Marketing Research. Penerbit UTHM, pp. 65-79. ISBN 9789672110736

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Abstract

Word-of-mouth (WoM) is a topic that has been of interest to marketing researchers for more than five decades. The marketing literature abounds with the claim that word of mouth communication has a substantial influence on consumer purchase decisions. It can loosely be defined as the sharing of information about a product, promotion, et cetera, between a consumer and a friend, colleague, or other acquaintance. Word of mouth (WOM) is a message about an organisation's products or services or about the organisation itself. Usually WOM involves comments about product performance, service quality, trustworthiness, and modus operandi, passed on from one person to another. WoM has been shown to substantially influence consumer attitudes and behaviors, and to be up to seven times more effective than traditional print advertising in impacting brand switching decisions (Phelps, Lewis, Mobilio, Perry, & Raman, 2004; Smith, Coyle, Lightfoot, & Scott, 2007).

Item Type: Book Section
Subjects: H Social Sciences > HF Commerce > HF5549-5549.5 Personnel management. Employment management
Divisions: Faculty of Technology Management and Business > Department of Business Management
Depositing User: Mr. Mohammad Shaifulrip Ithnin
Date Deposited: 23 Jun 2019 07:01
Last Modified: 23 Jun 2019 07:01
URI: http://eprints.uthm.edu.my/id/eprint/11260
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