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E-WOM : Detremination the consumer level of trust towards the written word in an online context
Pages 10 (2510 words)
E-WOM: Determination the consumer level of trust towards the written word in an online context Abstract The world is advancing very fast with the advancing state of technology. In this scenario, business enterprises have been evolving at a rapid pace. Marketing is an important part of the business activities and companies are developing various strategies to make effective marketing of their products.
In this context, electronic word of mouth or eWOM helps customers increase interaction amongst them. Companies are also participating in the communication in order to get relevant information about their customers. Research shows that customers consider the online channels as a very reliable mode of communication. Their trust on these online platforms further increases the value of these channels in the view of marketers. With advancement of the business scenario, organizations are becoming more customer-oriented. Research shows that consumers show the tendency of studying available information in-depth before making any purchasing decision. This paper provides the opportunity to study the extent to which the modern day consumer values eWOM. The more detailed information is received from the websites, the more value customers attach to such information. This research paper creates a path for future research on relevant research topics. After studying this paper, future researchers would be enriched by the knowledge about customer attitude towards eWOM that might lead to the development of new aspects about the eWOM. ...
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