Motivations to engage in word of mouth from non-market participants: A study using automotive business as the field of investigation

• المؤلف الرئيسي: KWAN, Yao Han
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2018
• الموضوعات: Word of mouth; electronic word of mouth; market participants; non-market participants; Advertising and Promotion Management; Marketing; Sales and Merchandising
• الوصول للمادة أونلاين: https://ink.library.smu.edu.sg/etd_coll/157; https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1157&context=etd_coll
• المؤسسة: Singapore Management University

Word of mouth (WOM) can have significant impacts on businesses. Positive WOM can go a long way in helping to grow a brand while negative WOM may cause considerable damages. Managers have constantly attempted to actively manage WOM but often find it difficult to control. Extensive academic research h...