Współczesny Word of Mouth – dylematy pojęciowe

Anna Drapińska

Współczesny Word of Mouth – dylematy pojęciowe

Publication date: 30.06.2021

Media Management, 2021, Volume 9, Issue 2, pp. 191 - 206

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

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Współczesny Word of Mouth – dylematy pojęciowe

Abstract

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

Keywords

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

References

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Information

Information: Media Management, 2021, Volume 9, Issue 2, pp. 191 - 206

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

Article type: Original article

Titles:

Polish:

Współczesny Word of Mouth – dylematy pojęciowe

English:

Contemporary Word of Mouth – Conceptual Dilemmas

Authors

Anna Drapińska

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

Gdansk University of Technology, Faculty of Managment and Economisc

Published at: 30.06.2021

Article status: Open

Licence: CC BY

Percentage share of authors:

Anna Drapińska (Author) - 100%

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Publication languages:

Polish

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<p> Contemporary <em>Word of Mouth</em> – Conceptual Dilemmas</p>

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