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Article
Publication date: 20 November 2007

Camila A. Alire

This article aims to dispel the perception that academic libraries do not need to market their services and resources; to acquaint academic librarians to the concept of…

5528

Abstract

Purpose

This article aims to dispel the perception that academic libraries do not need to market their services and resources; to acquaint academic librarians to the concept of word‐of‐mouth marketing and its potential for academic libraries; and to share a word‐of‐mouth marketing academic library success story.

Design/methodology/approach

Includes an introduction to the concept of word‐of‐mouth marketing and its application to academic libraries. Also includes how one academic library successfully employed this marketing technique.

Findings

Provides an introduction to the word‐of‐mouth marketing strategy and its usefulness for academic libraries. Shares a real‐life success story of academic library word‐of‐mouth marketing.

Practical implications

Useful as an introduction for academic librarians to a specific type of marketing strategy that works well in a college/university setting and provides some successful techniques of word‐of‐mouth marketing for academic libraries.

Originality/value

Helps fill a void relative to using marketing strategies in an academic library setting and offers suggestions on how to do this successfully.

Details

New Library World, vol. 108 no. 11/12
Type: Research Article
ISSN: 0307-4803

Keywords

Article
Publication date: 21 September 2010

Long‐Yi Lin and Ching‐Yuh Lu

The main purpose of this study is to investigate the influence of corporate image and relationship marketing on trust, the impact of trust on consumer purchase intention…

17889

Abstract

Purpose

The main purpose of this study is to investigate the influence of corporate image and relationship marketing on trust, the impact of trust on consumer purchase intention, and the moderating effects of word‐of‐mouth between the influence of trust on consumer purchase intention.

Design/methodology/approach

Consumers of an online travel agency in Taiwan aged over 18 were taken as the research sample. Primary data were collected through convenience sampling. Regression analysis was used to test the hypotheses.

Findings

The main findings are: corporate image has a significantly positive influence on trust, and commodity image has the most significant influence on trust, followed by functional image and institution image; structural and financial relationship marketing has significantly positive influence on trust, and structural relationship marketing has greater influence on trust compared with financial relationship marketing; trust has a significantly positive influence on consumer purchase intention; and positive word‐of‐mouth has a moderating effect between the influences of trust on consumer purchase intention.

Research limitations/implications

Limitations of this study include: the data obtained in this study only reflected the correlations and cause and effect among the variables studied during a specific period of time; this paper only focused on tour agencies; consumers who used only the most popular online tour agencies were selected. Therefore, the samples might involve some bias. The implications of this study include: different types of corporate image will have different levels of influence on consumer trust. There is a need to support the previous study that relationship marketing has a significantly positive influence on consumer trust. The moderating effects of positive word‐of‐mouth between the influences of trust on consumer purchase intention must be examined. The influence of trust on purchase intention must be considered.

Practical implications

The study findings reveal the need and importance for a company to improve corporate image continuously. The study indicates the need to emphasize the use of critical relationship marketing and to realize the nature and importance of the moderating effect of word‐of‐mouth.

Originality/value

The value of this study is combined theory and practical and finding four management implications and three practical implications.

Details

Tourism Review, vol. 65 no. 3
Type: Research Article
ISSN: 1660-5373

Keywords

Article
Publication date: 1 July 2002

David Stokes, Sameera Ali Syed and Wendy Lomax

Owner‐managers of small businesses invariably cite word of mouth recommendations as the principal way in which they attract new customers. Marketing theory is…

Abstract

Owner‐managers of small businesses invariably cite word of mouth recommendations as the principal way in which they attract new customers. Marketing theory is under‐developed in this field with little empirical evidence about the recommending behaviour of small business customers and referral groups. The case study of an independent health club reported here illustrates how these processes can be researched and the results used to influence word of mouth recommendations. The owner‐manager of the club carried out some basic research on his customer base in order to identify the types of members who were most active in recommending the club, and the stimuli that led to recommendations being made. A key finding was that newer members were more likely to recommend than those who had been members for some time, contradicting the implications of relationship marketing theories that long standing customers generate most recommendations. Membership more than doubled following a number of activities designed to increase recommending behaviour. The most important stimuli to recommendations were believed to be involvement with the club, incentives and experiential factors. The case study indicates that word of mouth strategies benefit from research to find out which customers are recommending the business, what they are recommending about the business and what prompts them to do so.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 4 no. 2
Type: Research Article
ISSN: 1471-5201

Keywords

Article
Publication date: 1 June 2002

Joanne Procter and Martyn Richards

Defines the pester power phenomenon as the repeated delivery of unwanted requests, arguing however that this is not the main driving influence in purchasing behaviour…

5531

Abstract

Defines the pester power phenomenon as the repeated delivery of unwanted requests, arguing however that this is not the main driving influence in purchasing behaviour. Shows instead that a large number of highly successful products, notably Harry Potter, became popular not through marketing but via word‐of‐mouth, and the staying power (or stickiness) of a product like Pokemon illustrates the importance of social learning. Recounts the experiment of Stanley Milgram’s chain letter, and the Six Degrees of Kevin Bacon game, which shows the amount of connectedness in society. Relates this to diffusion research is central to word‐of‐mouth marketing, and also mentions viral marketing and coolhunting, both of which involve word‐of‐mouth.

Details

Young Consumers, vol. 3 no. 3
Type: Research Article
ISSN: 1747-3616

Keywords

Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Article
Publication date: 2 May 2008

Rick Ferguson

The purpose of this paper is to study examples of emerging marketing trends like word‐of‐mouth and viral marketing, and attempt to determine their measurability in terms…

51637

Abstract

Purpose

The purpose of this paper is to study examples of emerging marketing trends like word‐of‐mouth and viral marketing, and attempt to determine their measurability in terms of return on investment (ROI).

Design/methodology/approach

The study examines real life campaigns from well‐known companies and attempt to measure consumer response beyond merely viewing or participating in the campaign. How much of an actionable response can be evoked and measured from viral and word‐of‐mouth campaigns? Testimonials and commentary from marketers practicing these methods and the pundits that attempt to gauge the effectiveness.

Findings

The paper finds that word‐of‐mouth or viral marketing efforts are not always a sure bet. But a well‐placed, calculated and provocative campaign can spark a firestorm of buzz that sometimes can be effective for years in non‐terminal new mediums like the internet. While the jury is still out on finding hard quantitative ROI measurements for these campaigns, they can produce hefty returns for brand awareness.

Research limitations/implications

Tracking ROI for viral marketing and word‐of‐mouth marketing campaigns remains an inexact and difficult science.

Practical implications

The paper suggest following the included Viral Commandments when creating a word‐of‐mouth campaign to ensure marketing resources are put to highest and best use. It also suggests focusing on identification of the consumer as a vital step to build advocacy. Viral marketing should not anchor marketing strategy, but when used effectively can be an important ace‐up‐the‐sleeve.

Originality/value

The paper explores some recognizable viral marketing campaigns and studies the effects they had on product sales, consumer advocacy and brand awareness. It teaches important factors to consider when developing word‐of‐mouth marketing: who is doing it well, who is not, what lasting effects can a campaign deliver, and are there any effective ways to measure return on investment?

Details

Journal of Consumer Marketing, vol. 25 no. 3
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 5 November 2021

Lin Wang, Zhihua Wang, Xiaoying Wang and Yang Zhao

The purpose of this paper is to assess the influence mechanism of the word-of-mouth reputation of influencers.

1341

Abstract

Purpose

The purpose of this paper is to assess the influence mechanism of the word-of-mouth reputation of influencers.

Design/methodology/approach

This study explored word-of-mouth reputation from four characteristics of information source of influencers: credibility, professionalism, interactivity and attractiveness. The grounded theory was used to extract the characteristic indicators of influencers and used questionnaire surveys to obtain 218 valid samples. The fuzzy-set qualitative comparative analysis (fsQCA) was used for the configuration analysis.

Findings

The results revealed the following: (1) a causal asymmetric correlation exists between the driving mechanism of high word-of-mouth reputation and non-high word-of-mouth reputation; (2) influencers matching high word-of-mouth reputation comprises potential, developmental and almighty types, whereas live streaming influencer matching non-high word-of-mouth reputation comprises elementary and groping types; and (3) all factors must be combined to play a role, and neutral permutations of two solutions were found among the three overall solutions to attain high word-of-mouth reputation; (4) the combination of high user activity and high exposure is the core configuration that results in high word-of-mouth reputation.

Practical implications

This study provides recommendation for consumers, live streamers, brand and e-commerce platform on how to promote the sustainable and healthy development of influencer marketing.

Originality/value

This study focused on elucidating how the characteristics of information source affect the word-of-mouth reputation of influencers and have a reference value for the research on word-of-mouth reputation in the context of live commerce.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 11 July 2017

Rajat Roy and Vik Naidoo

This paper aims to investigate the direct and interactive effects of regulatory focus (promotion versus prevention), attribute type (search versus experience) and word of

1613

Abstract

Purpose

This paper aims to investigate the direct and interactive effects of regulatory focus (promotion versus prevention), attribute type (search versus experience) and word of mouth valence (positive versus negative) on consumption decision for a service and a product.

Design/methodology/approach

Three empirical studies (two laboratories and a field experiment) using “university” and “mobile phone” as the research setting were used to test the key hypotheses.

Findings

Promotion (prevention)-focused subjects preferred experience (search) attributes over their counterparts while making consumption decision. This preference was further reinforced for both promotion and prevention-focused people under positive word of mouth. Under negative word of mouth, in comparison to their counterparts, promotion-focused people still retained their preference for experience attributes, whereas prevention-focused subjects reversed their preference and maintained status quo.

Research limitations/implications

Future research may validate and extend authors’ findings by looking into the underlying process or studying additional word of mouth variables that may moderate the current findings.

Practical implications

The findings will help managers devise a range of marketing strategies in the areas of advertising and product positioning, especially for products/services that are showcased in terms of experience and search attributes.

Originality/value

The current research is novel as no prior research has proposed and tested the two-way interaction between regulatory focus and search/experience attributes, or its further moderation by word of mouth valence.

Details

European Journal of Marketing, vol. 51 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 February 1989

K. Michael Haywood

Examines the importance of the verbal exchange of positive andnegative information about a firm′s products and services. Presentssuggestions for learning what is being…

5392

Abstract

Examines the importance of the verbal exchange of positive and negative information about a firm′s products and services. Presents suggestions for learning what is being said and how to gain systematic control over the word of mouth process. Suggests a model of this process, including interpersonal communications among a variety of stakeholder groups. Highlights the case of the hospitality industry, but makes suggestions of use to all service businesses.

Details

Journal of Services Marketing, vol. 3 no. 2
Type: Research Article
ISSN: 0887-6045

Keywords

Book part
Publication date: 30 July 2018

Renan Tan Tavukçuoğlu

People tend to rely on the recommendations of people they know more than any other advertisement medium. Friend-recommendation and online reviews are the primary criteria…

Abstract

People tend to rely on the recommendations of people they know more than any other advertisement medium. Friend-recommendation and online reviews are the primary criteria considered before making most purchase decisions. Increase in the number of media channels, having too many product options to choose from and the massive amount of advertisement pieces lead the way to the success of word of mouth once again. With recent developments in technology and increase in the number of social media tools and users, word-of-mouth marketing (WOMM) became more important than ever. There are many ways to empower positive word of mouth on behalf of corporate brands. The present chapter aims to summarise the key points of WOMM and provide the readers with a roadmap and tools for successful WOMM applications.

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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