Word of mouth communication models

Anali Ekonomskog fakulteta u Subotici

Marić Dražen¹ 

[1] Ekonomski fakultet, Subotica, Serbia;

关键词: word of mouth;    models;    consumers;    marketing;   

DOI  :  

来源: DOAJ

【 摘 要 】

Modern marketing theory advocates the claim that marketing revolves, no longer predominantly around advertising, direct marketing and promotion in general; rather than that, it increasingly revolves around word-of-mouth communication generated by the consumers themselves. Most conducted marketing research places a direct focus on business-to-business interactions, and business-to-consumer interactions to explain the structure and dynamics of the market. On the other hand, negligible effort has been invested in researching consumer-to-consumer interactions, and the impact of these interactions on their behaviour and purchase decision making. The current business reality and marketing environment emphasize the interaction between the individual consumer as a fundamental mechanism that dominantly creates the form and structure of the market and thus actually determines a company's business performance. This article aims to present the phenomenon of word-of-mouth communication through the proposed theoretical models so that these models can be used in a more operational manner, the marketing theory in its further research, and marketing practices in their efforts to achieve business success in the highly competitive and turbulent market.

【 授权许可】

Unknown