相关论文: Using Social Media for Word-of-Mouth Marketing

A key aspect of word of mouth marketing are emotions. Emotions in texts help propagating messages in conventional advertising. In word of mouth scenarios, emotions help to engage consumers and incite to propagate the message further. While…

As compared to the traditional advertising, the word-of-mouth (WOM) communications have striking advantages such as significantly lower cost and rapid delivery; this is especially the case with the popularity of online social networks. This…

In markets with search frictions, consumers can acquire information about goods either through costly search or from friends via word-of-mouth (WOM) communication. How do sellers' market power react to a very large increase in the number of…

Social media marketing is an emerging marketing technique worldwide. This research concentrates on how effectively social media can be used to promote a product in tourism industry. The efficient use of social media develops a tourism…

We study the optimal referral strategy of a seller and its relationship with the type of communication channels among consumers. The seller faces a partially uninformed population of consumers, interconnected through a directed social…

Advancements in service sector and growing online platforms are intensifying the information exchange between customers through (electronic) word-of-mouth (WoM). The information obtained by WoM has shown to be a dominant factor in…

This study aims to examine the impact of electronic word-of-mouth (eWoM) marketing on branding attitudes in social networks. Specifically, we investigate the effects of eWoM activities on brand awareness, brand destruction, branding, brand…

The emergence of online communities has enabled firms to monitor consumer-generated online word-of-mouth (WOM) in real-time by mining publicly available information from the Internet. A prerequisite for harnessing this new ability is the…

In traditional models for word-of-mouth recommendations and viral marketing, the objective function has generally been based on reaching as many people as possible. However, a number of studies have shown that the indiscriminate spread of a…

Viral marketing is different from other marketing strategies since it leverages the influence power in intimate relationship, e.g., close friends, family members, couples. Due to the development and popularity of social networking services,…

Effective Communication for marketing is a vital field in business organizations, which is used to convey the details about their products and services to the market segments and subsequently to build long lasting customer relationships.…

Companies have been increasingly seeking new mechanisms for making their electronic marketing campaigns to become viral, thus obtaining a cascading recommendation effect similar to word-of-mouth. We analysed a dataset of a magazine…

Social networks are commonly used for marketing purposes. For example, free samples of a product can be given to a few influential social network users (or "seed nodes"), with the hope that they will convince their friends to buy it. One…

Word-of-Mouth (WoM) communication, via online reviews, plays an important role in customers' purchasing decisions. As such, retailers must consider the impact of WoM to manage customer perceptions and future demand. In this paper, we…

Viral campaigns are crucial methods for word-of-mouth marketing in social communities. The goal of these campaigns is to encourage people for activity. The problem of incentivised and non-incentivised campaigns is studied in the paper.…

Social media are extensively used in today's world, and facilitate quick and easy sharing of information, which makes them a good way to advertise products. Influencers of a social media network, owing to their massive popularity, provide a…

Social learning constitutes a fundamental framework for studying interactions among rational agents who observe each other's actions but lack direct access to individual beliefs. This paper investigates a specific social learning paradigm…

Viral marketing takes advantage of preexisting social networks among customers to achieve large changes in behaviour. Models of influence spread have been studied in a number of domains, including the effect of "word of mouth" in the…

The Viral Marketing is a relatively new form of marketing that exploits social networks to promote a brand, a product, etc. The idea behind it is to find a set of influencers on the network that can trigger a large cascade of propagation…

Nowadays social media (Twitter, Facebook, etc.), not only simply as communication media, but also for promotion. Social networking media offers many business benefits for companies and organizations. Research purposes is to determine the…