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Compartive study The effect of online word of mouth versus tradtional word of mouth on saudi consumers purchase decsion : a - Research Proposal Example

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Compartive study The effect of online word of mouth versus tradtional word of mouth on saudi consumers purchase decsion : a

The methodology involves the use of a case study that applies the use of both positivist epistemology and inductive reasoning approach to fully answerer the research questions. At the end of the study, the researcher found no significant difference between traditional word of mouth and the online word of mouth in regard to purchases in Saudi Arabia. However, the online word of mouth was found to be more influential than the traditional word of mouth due to various factors that surround its application. This information is thus of great significance to marketers who as they can use it as part of their strategies. Chapter One Introduction Word of mouth marketing is a substantial force in the advertising industry since companies spent up to $1.7 billion in their campaigns in the year 2009 alone (Cheung and Thadani, 2010). This is also projected to increase to $3.0 billion by the end of this year since most marketers are becoming aware that WOM has great influence on purchase decisions on customers. Consumers make many decisions on daily basis regarding the purchasing preferences, which are of vital information to a business. These information help shape the consumers products and related values before they recognize a need to purchase any product and thus marketers need it to strategize their marketing tactics. Traditional word of mouth has evolved into a new form of communication, which is done online due to technological changes that comes with great benefits. This type of communication involves both positive and negative statement made by customers through the internet in response to various products form different companies (Walker, 2001; Riegner, 2007). The increase in internet connectivity into most parts of the world offers a bright opportunity for online word of mouth for firms to take advantage of in their marketing plans. Currently there are increased businesses done online, the number of online customers has reached millions, and the number is ever on the rise (Chevalier and Mayzlin, 2006). This provides the markets with a powerful marketing force for those who want to advance their marketing strategies. There is variety of literature focusing on the effectiveness of online word of mouth but the researches to compare it with the traditional word of ...Show more


The Effect of online word of mouth versus traditional word of mouth on Saudi consumers purchase decision: A case study of retail sector in Saudi Arabia Abstract Over the years, word-of-mouth (WOM) has been credited with the ability to influence the consumer behavior regarding purchase of commodities…
Author : mkuhlman
Compartive study The effect of online word of mouth versus tradtional word of mouth on saudi consumers purchase decsion : a
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