Word of mouth is equal as a promotional form to traditional media advertising, Public Relation and product presentation. It has a powerful impact on consumer’s purchase decision making. People usually don’t trust advertisements because they always say that the product
If anything, this demonstrates that the word of mouth is a very powerful tool for the field of marketing and facilitating word of mouth through digitizing it is considered an ingenious idea that I believe is heavily related to the maximization of the number of consumers in the business. An example of electronic word of mouth in regards to the hospitality business is the website Tripadvisor.com which is claimed to be the largest site for unbiased travel reviews by the company
Consumers often rely on informal information rather than on formal information to make their purchase decision, the reason for this is that the consumer feels that informal information can be trusted as informal sources don’t have anything to gain from the receiver (Schiffman & Kanuk, 2010:281). Castronovo & Huang (2012:118-119) states that consumers often rely more on their peers advice especially if the purchase has financial risks. Marketers have realized that word-of-mouth is more effective than any other means of communication with the targeted consumers. Positive and negative word-of-mouth is of great importance as word-of-mouth is connected to satisfaction or dissatisfaction with the company and the product that they provide (Mazzarol et al. 2012:337).
with other marketing variables to have a certain effect on the dependent variable, i.e. sales. The aim is to seek the best combination of the determinants of the sales increase. The effect of communication refers to the ability to reach, with appropriate messages, a more significant share of public. Such effect is examined in literature with different approaches: • sociological; • semiotic; • psychological; • socio-psychological.
It will helpful to organizations to should prefer social media to promote their product and services to another one. Review of literature: Zyamn, Leonard-Barton and Sway, (1999) Traditional medium of marketing are not dying they are dead . Oliveria and Sullivan,(2003) Brand impact on consumer choice. Consumer influence other customers. These chain affect repurchase which impact on future earning and sustainability of organization.
Moreover, consumer will get advice and opinion from opinion leader to avoid make a wrong decision when consumer having difficulty to make decision (Sunitha Chakravarthy, 2011). Traditional word-of-mouth play an important role in consumer buying decision. Internet also provided opportunity for consumer to offers their own consumption advice by engaged in electronic word of mouth. EWOM deserve the serious attention of marketing researcher. Mega Cinema can focus on EWOM method to increase sale.
1. Bush, V. D., Bush, A. J., Clark, P., & Bush, R. P. (2005). Girl power and word-of-mouth behavior in the flourishing sports market. Journal of consumer Marketing, 22(5), 257-264. • Purpose of the study See how word of mouth affects sports market in women • Methodology adopted Media habits of 118 girls used to generate result using theory of consumer socialization • Findings Hypothesis were found true and females are influenced significantly by WOM • Managerial implications This study is limited to USA, other parts give a unexplored market • Conclusion WOM is a good influencer for teen girls in the US region w.r.t.