Word of Mouth and Its Impact on Marketing

In terms of businesses in today's world, the most important way of sustainability is through a good sense of quality and a brand image. Especially when the uncertainties about the service to be offered in the service sector are excessive, people can postpone the decision stage as long as they are not confident. For a service that they do not already have experience, the customers choose the way to prefer perceived quality perception and businesses with high brand image with the help of word of mouth marketing. In this study, it is aimed to determine whether word of mouth marketing has effect on the purchasing behavior via brand image and perceived quality. In order to collect the data in the study, scales which consists of 23 items, 89 for Cronbach Alpha internal consistency coefficient word of mouth marketing, 80 for brand image, 92 for perceived quality, developed by Goyette vd (2010), Ural and Perk (2012) and Pappu, Quester ve Cooksey (2006) was used. As a result of the analyzes made, it has been found out that word of mouth marketing activities develop faster on the institutions which had high percieved quality and brand image before, and on the purchasing behaviors of the individuals.

An objective of this research is to determine the word of mouth effects on consumers buying decision negative or positive. The collected data is primary and it is collected from different areas of Karachi city of Pakistan from students of colleges, universities and households. Sample size is one hundred. The collected information/and data is evaluated with the help Frequency Distribution and ranking (Statics Technique). In conclusion it is revealed that for purchasing mostly consumer trust on word of mouth. The respondents seem like to have an impact on consumers’ decision and close family, close friend, and other associates. More result shows two things can be the reason to create difficulties for the company such as a bitter experience of any product/service and any comments (word of mouth especially negative) because negative word of mouth or any negative comments about anything influence strongly than positive. Viral Marketing is getting very common in e-business especially for consumers and buyers.

Online word of mouth marketing is the word these days that is thoroughgoing by which any information increasing rapidly across a million people within a short period of time mainly through Social media. Online spoken communication has been one amongst the exciting analysis areas of enquiry. There is a rising attention on the effectiveness of online spoken communication. The present research is conducted to investigate consumers' attitude towards online word of mouth through social networks. People's attitude towards a product is effecting by Social media. But it is difficult to ensure that the consumers prefer the same brand influenced by online word of mouth technique of social networks. Thisresearchis to conduct an empirical study to identify the attitude of peoples towards online word of mouth. Various statistical tests such as T test, ANOVA, Friedman rank test have been applied to support the research hypothesis. This analysis not solely provides us with a summary of current standing data within in the domain of online word of mouth, however additionally is a salient guideline for future analysis direction.

International Journal of Global Sustainability, 2018

The objective of this study is to examine the dynamic of word of mouth marketing. The article gives a real examination on the impact that the online communication have on the brands. It additionally explains on how the importance of this medium has extended because of the

Research Journal of Internatıonal Studıes-Issue, 2011

The speed of everything has become one of the features of this era; spread of knowledge and information, communications, e-management, e-marketing and selling and even eeverything, the whole practice became faster and more useful through the means of various communications. The importance of this study as it deals with a contemporary theme, a mobile communication services and which is now in fierce competition. Organizations, in order to maintain its existence and continuity in the market, they must employ an integrated marketing strategies, investing their current customers as unpaid marketers through their word of mouth. The findings of this study indicate that Companies of all types have to be aware that word of mouth is an important part of the marketing strategy. Companies must build good relations with its customers to earn their loyalty, and ensure their commitment to talk about the virtues of the company and its products in all forums. Managers must understand that the satisfied customer can attract new customers through word of mouth.

The objective of this study is to examine the negative and positive affect of word of mouth marketing on consumer buying behaviour. The study is based on primary data collected from one hundred households and university students from the area of Rawalpindi and Islamabad cities of Pakistan. The data is analyzed using the techniques of frequency distribution and ranking. The result reveals that consumers tend to rely on word of mouth for the purchase of everyday items as well as long-term goods. The people that seem to have an influence on the decision of the consumers the most are closed family, friends and acquaintances. Results further show that a bitter experience of a product/place can create problems for the company as it is a major factor of negative word of mouth. Viral Marketing is gaining rapid popularity among consumers as it’s depicts in the results. Finally, a negative word of mouth travels faster than positive comments.

Journal of Fundamental and Applied Sciences, 2018

Several factors apt to influence consumers on buying a product or service. But with the emerging e-marketing experiences and e-strategies of organizations, consumers inclined on electronic word of mouth which was more convenient due to its promptness and accessibility. This type of e-marketing affects consumer on its purchase intention of product or service. Purchasing experiences were found online and the consumers will be able to access at their own pace which would help them in buying decision. The study focused on the six factors: consumer reviews, characteristics of the reviewer, characteristics of the website presented the reviews, interpersonal influence, product review characteristics and environment influence and how these factors influence the buying decisions of consumers. A quantitative study and questionnaire was used to collect data. The data was collected from three hundred thirty seven college students of Surigao del Sur State University. Results revealed that there...

2019

Word of mouth and consumer interaction has been the centre focussed approach in marketing now a days to overcome the barriers in marketing and retail sector. It leads to interaction between the buyers and it increases the image of the product consumed by the buyers. The main belief is that the word of mouth is the underlyning thought of the consumer which is basically influencer’s buying decision. It contributes towards buying decision and the marketing information enhancement. Thus it can affect the business positively and negatively. Word of mouth (WOM) has impact on several factors on customer such as or consumer-to-consumer interaction customer choice, service and brand switching, purchase decision, choice and alternatives analysis, perception about a product and facilitation of customer. Thus, it is more effective than traditional tools of marketing such as personal selling advertising and sales promotion. Customers pay more attention to thers now a days through various modes o...

New Trends and Issues Proceedings on Humanities and Social Sciences, 2018

Word-of-mouth (WOM) communication, seen as an important subject by researchers and practitioners for a long time, is a process of consumers who provide other customers some information about a product, a service, a brand or a company. If this process takes place on the Internet (e.g. reviews, tweets, blog entries, ‘likes’, images and videos), it is called e-WOM, and it is seen as an important development in contemporary behaviours of consumers. Opinions disappear after a while in offline WOM, but online WOM causes a permanent public opinion. For this reason, e-WOM draws considerable attention from both academics and practitioners. With the rapid development in e-trade, while a growing number of products are sold, these selling are accompanied by a vast variety of customer review and feedbacks. Online customer reviews provide important information about a product, a service, a brand or a company. Analysing and evaluating the WOM are very crucial for helping companies and customer...

2017

Communication plays a dynamic role and is an important aspect whether in one’s personal or corporate life. The success of any venture largely depends on the ability to communicate with its audience effectively (Shaikh, 2014). Word of Mouth (WOM) communication has been identified and is widely recognized as an important method of marketing and promotion, in addition to being an important source of information that greatly affects the purchase decisions of a customer. WOM plays a significant role in any industry, as it provides consumers the opportunity to assess the worth of a product and/or a service with first-hand information prior to purchase or experience. Thus it could be said that WOM plays an influential role in the overall satisfaction or dissatisfaction of a consumer in relation to any product or service. It is therefore an imperative that marketers and service providers have a better understanding about WOM and thereby endeavor to generate a positive WOM in relation to pro...