Using Social Media for Word-of-Mouth Marketing

Kumar, Nagendra; Chandarana, Yash; Konjengbam, Anand; Singh, Manish

doi:10.1007/978-3-319-64283-3_29

Cited by 7 publications

(4 citation statements)

References 22 publications

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“…Information sharing and comments made by the users of the product have more impact on the consumers. The advantage of word-of-mouth marketing is that advertising is done by the people who are trusted by the person that we are trying to market directly (Kumar et al, 2017).…”

Section: Conceptual Framework and Literature Reviewmentioning

confidence: 99%

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The Effect of e-Word of Mouth on Social Media on Destination Preference

AKIN¹

2023

javs

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This study aims to investigate the effect of electronic word of mouth on destination preference. The population of the research consists of data collected by 400 people from social networking sites such as Instagram, Facebook, WhatsApp, or from different online information sources. Survey questions were sent to known people in social media groups and were asked to share them with their acquaintances. Snowball sampling was used because the population covers a large area. According to the results of the analysis, it has been determined that electronic word of mouth communication in social media has a significant effect on destination preference. A linear relationship was found between destination preference intention and consumer opinion, involvement and credibility, and a nonlinear relationship with reliability. This relationship contributed to the creation of a mathematical regression model that would contribute to future studies.

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Section: Conceptual Framework and Literature Reviewmentioning

confidence: 99%

“…This widespread popularity makes e-WOM an ideal platform for advertisements. Social media can be used both directly and through e-WOM (Kumar et al, 2017).…”

Section: Conceptual Framework and Literature Reviewmentioning

confidence: 99%

The Effect of e-Word of Mouth on Social Media on Destination Preference

AKIN¹

2023

javs

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“…Marketing researchers have investigated the topics of persuasive messages, popularity cohesion and message diffusion within the field of social media marketing (Chang et al , 2015). SNS marketing strategies include word-of-mouth (Kumar et al , 2017), buzz marketing (Holdford, 2004), viral marketing (Goyette et al , 2010), gamification marketing (Hsu and Chen, 2018; Lucassen and Jansen, 2014) and event marketing (Cant, 2016).…”

Section: Introductionmentioning

confidence: 99%

Library collections promotion for preadolescents using social media marketing strategies

Yang²

2021

LHT

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PurposeThis study aims to explore preadolescents' opinions of the social media marketing strategies hosted by libraries to promote collections.Design/methodology/approachAn experimental Facebook page was created with posts containing interesting animations, games and book recommendations. A questionnaire survey was administered to 262 preadolescents between 11 and 13 years old to seek their opinions about the posts, and confirmatory factor analysis was used to measure their acceptance of the marketing strategies.FindingsThe authors examined the effects of five marketing strategies: word-of-mouth marketing, buzz marketing, event marketing, viral marketing and gamification marketing. In terms of sharing, word-of-mouth marketing proved the most popular, followed by buzz marketing. Participants were least accepting of viral marketing. The authors found that gamification marketing resulted in higher engagement than did event marketing. The preadolescent participants preferred engagement marketing strategies over information sharing strategies.Originality/valueAccording to the uses and gratification theory, preadolescents seek, share and engage with information in ways that differ from other age groups. With specific reference to hedonic engagement by preadolescents, the authors built a two-fold model to describe the information-seeking behaviors of preadolescents from the perspective of marketing strategies. The study findings indicate that librarians who use Facebook to promote library collections should first employ gamification and word-of-mouth marketing to build trust with preadolescent users. Event and buzz marketing will then be more effective when applied within the context of this trust.

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“…In the former, the whole structure of the network and its general properties such as small world [1] and scale-free [2] are often evaluated. In the latter, the focus is on the nodes themselves and their one might consider that a node which has the capability to spread information faster and to a large part of the network is an effective one [5,6]. For instance, when promoting some novel products, the most valuable impacts are often derived from direct recommendations, as people usually trust their relatives.…”

Section: Introductionmentioning

confidence: 99%