Współczesny Word of Mouth – dylematy pojęciowe

Anna Drapińska

Współczesny Word of Mouth – dylematy pojęciowe

Data publikacji: 30.06.2021

Zarządzanie Mediami, 2021, Tom 9, Numer 2, s. 191 - 206

https://doi.org/10.4467/23540214ZM.21.012.13407

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Tytuły

Współczesny Word of Mouth – dylematy pojęciowe

Abstrakt

Contemporary Word of Mouth – Conceptual Dilemmas

Word of mouth is one of the most important factors that affect customers when making purchases and making purchasing decisions. The growing number of its new forms and the increasingly complex nature, caused a lot of ambiguities and difficulties both in conducting research on this phenomenon and in the implementation of effective marketing activities. Therefore, the purpose of this chapter is to organize the most important concepts and concepts related to WOM communication, based on current global research results. The chapter identifies and defines the most important concepts related to WOM, including traditional WOM, eWOM and sWOM. Furthermore, the main differences between them are identified. Finally, the necessary directions for further research in this area were indicated.

JEL: M31, M37, M210

Słowa kluczowe

word of mouth, management, customers, behavior, digital age

Bibliografia

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Informacje

Informacje: Zarządzanie Mediami, 2021, Tom 9, Numer 2, s. 191 - 206

DOI: https://doi.org/10.4467/23540214ZM.21.012.13407

Typ artykułu: Oryginalny artykuł naukowy

Tytuły:

Polski:

Współczesny Word of Mouth – dylematy pojęciowe

Angielski:

Contemporary Word of Mouth – Conceptual Dilemmas

Autorzy

Anna Drapińska

https://orcid.org/0000-0003-0889-067X

Politechnika Gdańska, Wydział Zarządzania i Ekonomii

Publikacja: 30.06.2021

Status artykułu: Otwarte

Licencja: CC BY

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