WORD OF MOUSE IN THE WORLD OF BRANDS
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
Abstract
There is no doubt that spontaneous offline WOM is one of the most important and influential sources of information since the beginning of human society. The attitudes of consumers towards the brand and their consumer behavior in more than 60% decided not on advertising but based on the recommendations of friends, family members, professionals, colleagues. With the advent of the Internet and especially Web 2.0, this area of marketing communications has changed radically. If consumers need information and references that would facilitate their purchase decisions, have to rely on their personal social network today from the perspective of obtaining relevant information and recommendations of this global network. This new form of communication is referred to as WOM online, e - WOM, or even Word of Mouse. Differences between traditional off-line form and Word of Mouse are essential, as are different (and also identical) ways to build positive attitudes towards the brand and purchasing intention. Decisive influence plays the credibility of the information sources.
Authors and Affiliations
Jaroslav Světlík, Vladimír Vavrečka
Keywords
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