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E-WOM : Detremination the consumer level of trust towards the written word in an online context - Research Proposal Example

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E-WOM : Detremination the consumer level of trust towards the written word in an online context

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. Table of Contents Chapter 2: Research problem/ research questions 5 Chapter 3: Literature review/ Hypothesis 6 Chapter 4: Theoretical Framework 10 Chapter 5: Research methodology/sample plan 12 Chapter 6: Significance of research 14 Chapter 7: Research Implication 15 Chapter 8: Timeline 16 Reference List 17 Chapter 1: Introduction/Background Communication is the fundamental factor that allows smooth ramming of businesses in the modern world. Marketing is, therefore, one of the most important functions of business organizations in the present business environment. Enterprises, both large and small, put huge emphasis on proper marketing planning and implementation of these strategies (Wangenheim and Bayo'n, 2004). Word of mouth is considered as an important channel of marketing. Although, this form of marketing has been prevalent in the world since the early days, when advanced channels of marketing did not take shape, modern marketers put special attention on the effectiveness of word of mouth. Word of mouth has taken a new from; companies as well as customers have started to utilize the facilities provided by the World Wide Web. Online channels are nowadays found to be highly effective in spreading messages, establishing company to customer relationship, increasing interaction among consumers and between the marketers and the consumers (Smith, Menon and Sivakumar, 2005). Chapter 2: Research problem/ research questions This research work is based on the issue of reliability and consumer trust on the written materials published online. The research problem is to determine the significance of consumers’ perceived credibility in the online decision making process made by the consumers. The research objectives are to understand the relevance of eWOM in the modern day business environment, to assess the extent to which customers consider the eWOM channels trustworthy for making purchasing decisions and to identify the channels that are the most commonly used for the purpose of eWOM communication. The research questions are as mentioned below: Which are the most popular channels of eWOM in the present business world? What are the motivations behind studying online reviews before ...Show more
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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…
E-WOM : Detremination the consumer level of trust towards the written word in an online context
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