![]() Likewise, WOM has been defined as communication between consumers about a product, service, or company in which the sources are considered independent of commercial influence ( Litvin et al., 2008). Other authors (e.g., Arndt, 1967) have suggested that WOM is a person-to-person communication tool, between a communicator and a receiver, who perceives the information received about a brand, product, or service as non-commercial. ![]() ![]() One of the earliest definitions was that put forward by Katz and Lazarsfeld (1966), who described it as the exchanging of marketing information between consumers in such a way that it plays a fundamental role in shaping their behavior and in changing attitudes toward products and services. Word of mouth is one of the oldest ways of conveying information ( Dellarocas, 2003), and it has been defined in many ways.
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