The Effectiveness between Word-of-Mouth (WOM) Marketing and Social Network on Consumer Acquirement towards AVON products in Malaysia.Q
Journal Title: International Journal of Business and Management Invention - Year 2017, Vol 6, Issue 5
Abstract
As Malaysia is aiming to become high-income country by 2020, in today’s direct selling business such as Avon, the practice of positive WOM is becoming more important with the collaboration of Social network on consumer acquirement. This paper is aim to identify the effect of WOM and Social network on AVON consumer purchase intention. After analysing data from market research shows that most women acquires cosmetic products from Avon Company, the representative’s role being extremely important. Most women buy products through the online social network catalogue, 77% of them using the products every day, often buying the personal care products. Overall this study provides a greater knowledge of how does WOM and social network work in a different perceptive to the acquirement of AVON products.
Authors and Affiliations
Hemalatha Konaselal
Keywords
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- EP ID EP406662
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