Owing to its huge influence on consumers and firms, online WOM has also received increasing attention from researchers. ![]() ![]() The campaign was a great success in terms of overall marketing cost, creating hype and keeping the vehicle in the eyes of the public. Each of these “agents” completed monthly special missions based on a theme which were designed to be fun experiences. The company engaged with the online community by inviting 100 young people to live with the car for six months and to report on their experiences on a variety of social media, including Twitter, Facebook, MySpace and YouTube. For instance, since 2009, Ford has made heavy use of online social media to build awareness and buzz for their new vehicle by conducting the “Ford Fiesta Movement” campaign. To take advantage of online WOM, many firms have launched different marketing or service programs on Internet platforms mentioned above as a new marketing tool (Dellarocas, 2003). This online word-of-mouth (WOM) appraisal of the product eventually attracts more consumers to be concerned with this information before their purchase decisions. On these Internet platforms, information about a product such as its price, characteristics, and quality, spreads more quickly and widely. ![]() In practice, some specific Internet platforms such as consumer review sites, online discussion forums, electronic bulletin board systems, blogs, and social network sites have significant impacts on a consumer’s purchase decision. During the past two decades, B2C e-commerce has been developed rapidly and more and more consumers are accustomed to online shopping.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |