lOMoARcPSD|45627673

Master Thesis Report

Masters of business adminisration (Galgotias University)

Scan to open on Studocu

Studocu is not sponsored or endorsed by any college or university

Downloaded by Merry Dash (merrydash096@gmail.com)
 lOMoARcPSD|45627673

Master’s Thesis On

ASSESSING THE IMPACT OF WORD-OF-

MOUTH MARKETING IN LOCAL MARKETS

FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR THE AWARD OF
MASTER OF BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF

Prof. Dr. Gaurav gupta

Submitted By
Ashu Kaushik

22GSOB2010850
MBA 2022-2024

School of Business
Galgotias University

May, 2024

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

CERTIFICATE

This is to certify that the Master’s Thesis “assessing the impact of word-of-mouth
marketing in local markets” has been prepared by Mr. Ashu Kaushik. under my
supervision and guidance. The project report is submitted towards the partial
fulfillment of 2-year, Full time Master of Business Administration.

Name & Signature of Faculty

Date

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

DECLARATION

I, Roll No. , student of School of Business,

Galgotias University, Greater Noida, hereby declare that the Master’s Thesis on “
”is an original and authenticated work
done by me.

I further declare that it has not been submitted elsewhere by any other person in
any of the institutes for the award of any degree or diploma.

Name and Signature of the Student

Date

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

ACKNOWLEDGMENT
I would like to express my sincere gratitude to all those who have contributed to
the completion of this research project on Word-of-Mouth Marketing (WOMM)
in local markets.

First and foremost, I am deeply thankful to Dr. Gaurav Gupta, my supervisor, for
their invaluable guidance, support, and encouragement throughout the research
process. Their expertise, insights, and feedback have been instrumental in shaping
the direction of this study and enhancing its quality.

I am also grateful to the participants who generously shared their time and insights
by participating in the survey and interviews. Their contributions have provided
valuable data and perspectives that have enriched the findings of this research.

I extend my appreciation to Galgotias university, for providing the necessary

resources and facilities to conduct this study. The institutional support has been
integral to the successful completion of this research endeavor.

Furthermore, I would like to thank my family and friends for their unwavering
support and understanding during the course of this project. Their encouragement
and encouragement have been a source of motivation and strength throughout the
research journey.

Lastly, I acknowledge the contributions of all the authors, researchers, and

practitioners whose work has informed and inspired this study. Their scholarly
endeavors have laid the foundation for advancing our understanding of Word-of-
Mouth Marketing and its implications for local markets.

In conclusion, I express my heartfelt gratitude to everyone who has been a part of

this research endeavor. Your support and collaboration have been indispensable,
and I am sincerely appreciative of your contribution

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

TABLE OF CONTENT

S.NO TITLE PAGE NO.

1 Abstract 6
2 Introduction 7-8
3 Litrature Review 9-10
4 Research Objective 11-13
5 Research And Methodology 14-17
6 Limitation 18-21
7 Data Analysis Chart 22-34
8 Sampling Design And Plan 35-39
9 Questionnaire 40-43
10 Result And Finding 44-47
11 Overall Analysis 48-50
12 References 50-54

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

ABSTRACT
Word-of-Mouth Marketing (WOMM) is recognized as a powerful tool in
influencing consumer behavior, particularly within local markets where
interpersonal relationships play a significant role in decision-making processes.
This study aims to assess the impact of WOMM strategies on consumer attitudes,
purchase intentions, and brand perceptions within local markets. The research
employs a mixed-methods approach, combining qualitative and quantitative
methodologies to provide a comprehensive understanding of the phenomenon.

The qualitative phase involves in-depth interviews and focus group discussions
with consumers and local businesses to explore their perceptions, experiences, and
attitudes towards WOMM. Additionally, interviews with marketing professionals
will provide insights into industry practices and strategies employed in leveraging
WOMM within local markets.

Following the qualitative phase, the quantitative phase utilizes surveys distributed
among a diverse sample of consumers in local markets. These surveys aim to
measure the effectiveness of WOMM in influencing consumer behavior,
including purchase decisions, brand loyalty, and willingness to recommend
products or services to others.

Data analysis involves both qualitative thematic analysis and quantitative

statistical techniques, including regression analysis and correlation studies, to
examine the relationships between WOMM strategies and consumer behavior
outcomes.

The findings of this study are expected to contribute to the existing literature by
providing empirical evidence on the impact of WOMM within local markets.

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

INTRODUCTION:

In today's increasingly competitive business landscape, where consumers are

bombarded with an overwhelming array of marketing messages, the power of
authentic, personal recommendations cannot be overstated. Word-of-Mouth
Marketing (WOMM) emerges as a beacon of trust and credibility amidst the noise,
offering businesses a unique avenue to connect with their target audience on a
deeper, more meaningful level. Within the context of local markets, where
community ties and interpersonal relationships hold significant sway over
consumer behaviour, the influence of WOMM is particularly pronounced.

The essence of WOMM lies in its ability to leverage the natural inclination of
individuals to seek advice and recommendations from those they know and trust.
In local markets, where word-of-mouth referrals often emanate from friends,
family members, neighbours, and colleagues, the impact of WOMM is deeply
ingrained in the fabric of everyday interactions. Whether it's a glowing review of
a neighbourhood restaurant shared over dinner or a recommendation for a reliable
local service provider exchanged during a casual conversation, these personal
endorsements carry a weight that traditional advertising struggles to match.

Furthermore, the advent of digital technologies and social media platforms has
revolutionized the landscape of WOMM, extending its reach and amplifying its
impact in unprecedented ways. Online review platforms, social networking sites,
and influencer marketing have become powerful channels through which
individuals can share their opinions and experiences with a global audience. In
local markets, where word-of-mouth recommendations have traditionally relied
on face-to-face interactions, the digital realm opens up new avenues for
community members to connect, share, and engage with businesses and brands.

However, despite the evident importance of WOMM in local markets, there

remains a gap in our understanding of the specific mechanisms through which it

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

influences consumer behavior. While previous research has explored the broader
implications of WOMM across various contexts, there is a distinct lack of studies
that delve into its nuances within localized communities. This study seeks to
address this gap by examining the unique dynamics of WOMM within local
markets, with a focus on understanding how interpersonal relationships,
community ties, and cultural factors shape the effectiveness of WOMM strategies.

By employing a mixed-methods approach that combines qualitative and

quantitative methodologies, this research aims to provide comprehensive insights
into the impact of WOMM in local markets. Through in-depth interviews, focus
group discussions, and surveys conducted among consumers, local businesses,
and marketing professionals, we seek to uncover the underlying mechanisms that
govern the effectiveness of WOMM strategies in driving consumer attitudes,
purchase intentions, and brand perceptions.

Moreover, this study endeavours to translate its findings into practical

implications for businesses operating within local markets. By identifying best
practices and actionable strategies for leveraging WOMM, we aim to empower
local businesses to harness the power of word-of-mouth referrals to enhance their
marketing efforts, foster stronger connections with their target audience, and drive
sustainable growth within their communities.

In conclusion, this research sets out to illuminate the pivotal role of WOMM in
local markets and its implications for businesses seeking to thrive in an
increasingly competitive environment. By shedding light on the intricacies of
interpersonal communication, community dynamics, and cultural influences, we
aim to provide valuable insights that can inform strategic marketing initiatives and
contribute to the long-term success of businesses operating within local markets.

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

LITERATURE REVIEW

Word-of-Mouth Marketing (WOMM) has garnered significant attention from

scholars and practitioners alike due to its profound impact on consumer behavior
and its potential to drive business success. Within the realm of local markets,
where personal relationships and community connections hold considerable sway
over consumer decision-making processes, the relevance and effectiveness of
WOMM are particularly pronounced. This literature review aims to synthesize
existing research on WOMM within local markets, examining its underlying
mechanisms, influencing factors, and practical implications for businesses.

WOMM is rooted in interpersonal communication, whereby individuals share

their opinions, experiences, and recommendations about products, brands, or
services with others. The seminal work of Arndt (1967) laid the groundwork for
understanding WOMM as a persuasive communication tool that operates outside
formal marketing channels. Building on Arndt's conceptualization, scholars have
explored various dimensions of WOMM, including its trustworthiness, credibility,
and influence on consumer attitudes and behaviors (Brown et al., 2005; Herr et
al., 2011).

Within local markets, where social networks are tightly knit and community ties
are strong, interpersonal relationships play a pivotal role in shaping WOMM
dynamics. Research suggests that individuals are more likely to trust and act upon
recommendations from close acquaintances, such as friends, family members, and
colleagues (Bone, 1995; Bristor and Fischer, 1993). Moreover, the strength of
interpersonal ties, as well as the frequency and recency of interactions, can impact
the effectiveness of WOMM messages (Moser et al., 2017).

Cultural factors also exert a significant influence on the dynamics of WOMM

within local markets. Hofstede's (1980) cultural dimensions theory highlights the
role of cultural values, such as individualism vs. collectivism and power distance,

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

in shaping communication patterns and preferences. Studies have found that

cultural norms and values influence the likelihood of engaging in WOMM
activities, as well as the content and tone of WOMM messages (Eastman et al.,
1997; Peterson and Merino, 2003).

The emergence of digital technologies and social media platforms has transformed
the landscape of WOMM, blurring the boundaries between offline and online
interactions. Online review platforms, social networking sites, and influencer
marketing have become integral components of modern-day WOMM strategies,
enabling individuals to share their opinions and experiences with a global
audience (Cheung and Thadani, 2012; Hennig-Thurau et al., 2004). However, the
digital realm also presents new challenges and opportunities for businesses
seeking to leverage WOMM within local markets (Lee et al., 2011).

Despite its undeniable impact, measuring the effectiveness of WOMM remains a

challenge for marketers. Traditional metrics, such as brand awareness and
purchase intent, may not fully capture the nuanced effects of WOMM on
consumer behavior (Buttle, 1998). Scholars have proposed various methodologies
for measuring WOMM outcomes, including social network analysis, sentiment
analysis, and customer lifetime value modeling (Godes and Mayzlin, 2004; Liu et
al., 2018). However, further research is needed to develop comprehensive
frameworks for evaluating the ROI of WOMM initiatives within local markets.

In conclusion, the literature on WOMM within local markets provides valuable

insights into the complex interplay between interpersonal relationships, cultural
influences, and digital technologies in shaping consumer behavior. By
understanding the underlying mechanisms and dynamics of WOMM, businesses
can develop targeted strategies to harness the power of word-of-mouth referrals
and cultivate stronger connections with their target audience within local
communities.

10

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

RESEARCH OBJECTIVE

Certainly! Let's delve deeper into each research objective for assessing the impact
of word-of-mouth marketing in local markets:

To quantify the extent of word-of-mouth (WOM) activity:

This objective aims to measure the prevalence and frequency of word-of-mouth
recommendations within local markets. Researchers can employ surveys,
interviews, or social media monitoring tools to collect data on how often consumers
engage in word-of-mouth activities, such as sharing product recommendations with
friends, family, or online communities.
To assess consumer awareness and engagement:
Understanding consumer awareness of products/services through word-of-mouth
channels is crucial. Researchers can assess the level of consumer engagement with
word-of-mouth content by analyzing metrics such as the number of shares, likes,
comments, and reposts on social media platforms or the frequency of offline
conversations mentioning the brand or product.
To evaluate purchase behavior influenced by word-of-mouth:
This objective seeks to determine the impact of word-of-mouth recommendations
on consumer purchasing decisions. Researchers can explore the proportion of
consumers who make purchases based on word-of-mouth referrals and examine the
factors influencing these decisions, such as trust in the recommender, perceived
product quality, or social proof.
To analyze the impact on brand perception and loyalty:
Word-of-mouth marketing can significantly influence consumers' perceptions of
brands and their loyalty towards them. Researchers can analyze the effects of
positive and negative word-of-mouth on brand image, reputation, and loyalty
metrics through surveys, sentiment analysis of online conversations, or brand
tracking studies.

11

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

To examine the relationship between word-of-mouth and sales performance:

This objective aims to establish a link between word-of-mouth activity and sales
performance metrics within local markets. Researchers can conduct regression
analysis or correlation studies to assess the relationship between word-of-mouth
indicators (e.g., online mentions, referrals) and sales outcomes (e.g., revenue,
market share) over time.
To identify influential factors and key drivers of word-of-mouth:
Understanding the factors that drive word-of-mouth propagation is essential for
developing effective marketing strategies. Researchers can identify influential
individuals or groups (e.g., influencers, satisfied customers) and explore the
motivations, triggers, and characteristics that lead to word-of-mouth
recommendations within local markets.
To explore the role of social media in word-of-mouth marketing:
Social media platforms play a significant role in facilitating word-of-mouth
communication. Researchers can analyze social media data to understand how
word-of-mouth messages spread, which platforms are most effective for word-of-
mouth marketing, and how brands can leverage social media to amplify word-of-
mouth recommendations within local markets.
To understand the impact on competitive dynamics:
Word-of-mouth marketing can influence competitive dynamics within local markets
by shaping brand positioning, differentiation, and competitive advantage.
Researchers can examine how word-of-mouth activity impacts consumers'
perceptions of competing brands and influences their purchase decisions, as well as
how brands can differentiate themselves through word-of-mouth marketing
strategies.
To assess return on investment (ROI) and effectiveness:
Evaluating the return on investment (ROI) of word-of-mouth marketing initiatives
is essential for assessing their effectiveness and allocating resources effectively.
Researchers can analyze the cost-effectiveness of word-of-mouth strategies

12

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

compared to traditional marketing channels and quantify the impact of word-of-

mouth on sales revenue or customer acquisition metrics.
To propose recommendations for optimizing word-of-mouth marketing strategies:
Based on research findings, researchers can provide actionable recommendations
for businesses to optimize their word-of-mouth marketing efforts in local markets.
Recommendations may include identifying and nurturing brand advocates, fostering
positive online reviews and testimonials, incentivizing word-of-mouth sharing, and
integrating word-of-mouth strategies into broader marketing campaigns.

13

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

RESEARCH AND METHODOLOGY:

To investigate the impact of Word-of-Mouth Marketing (WOMM) in local

markets, a mixed-methods research approach will be employed, combining
qualitative and quantitative methodologies. This approach will allow for a
comprehensive understanding of the phenomenon, capturing both the subjective
experiences of consumers and local businesses, as well as quantitative data to
analyze the relationships between WOMM strategies and consumer behavior
outcomes.

Qualitative Research:

Qualitative research methods, including in-depth interviews and focus group

discussions, will be utilized to explore the perceptions, attitudes, and experiences
of consumers, local businesses, and marketing professionals regarding WOMM in
local markets. Purposive sampling will be employed to select participants who
have direct experience with WOMM or are knowledgeable about its effects within
local communities. Semi-structured interview guides and focus group protocols
will be developed to guide the data collection process, allowing for flexibility to
explore emergent themes and insights. The qualitative phase will focus on
exploring the following key areas:

Perceptions of WOMM effectiveness: Participants will be asked to share their

opinions on the effectiveness of WOMM in influencing consumer behavior,
purchase decisions, and brand perceptions within local markets.

Factors influencing WOMM: Participants will be probed about the factors that
influence the spread and impact of WOMM, including the role of interpersonal
relationships, community ties, and cultural factors.

WOMM strategies and best practices: Participants will be invited to discuss their
experiences with implementing WOMM strategies, including offline and online

14

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

tactics, and share insights into effective approaches for leveraging WOMM within
local markets.

Challenges and opportunities: Participants will be encouraged to identify

challenges and opportunities associated with WOMM in local markets, as well as
potential strategies for overcoming barriers and maximizing the benefits of
WOMM initiatives.

Quantitative Research:

Quantitative research methods, in the form of surveys, will be employed to gather

data from a larger sample of consumers within local markets. A structured
questionnaire will be developed based on insights gained from the qualitative
phase and relevant literature on WOMM. The survey will include questions
designed to measure the following constructs:

Consumer attitudes towards WOMM: Participants will be asked to indicate their

attitudes towards WOMM, including perceptions of credibility, trustworthiness,
and relevance of word-of-mouth recommendations.

Impact of WOMM on purchase behavior: Participants will be queried about the

extent to which they have been influenced by WOMM in making purchase
decisions, as well as their likelihood of recommending products or services based
on word-of-mouth referrals.

Brand perceptions: Participants will be prompted to evaluate the impact of

WOMM on their perceptions of brands, including measures of brand awareness,
brand loyalty, and brand reputation.

Demographic information: Participants will provide demographic information,

such as age, gender, income level, and geographic location, to allow for
segmentation and analysis of survey responses.

15

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

Data Analysis:

Data analysis will involve a combination of qualitative thematic analysis and

quantitative statistical techniques. Qualitative data from interviews and focus
group discussions will be transcribed and analyzed using thematic coding to
identify recurring patterns, themes, and insights related to the impact of WOMM
in local markets. Quantitative survey data will be analyzed using descriptive
statistics to summarize key findings and inferential statistics, such as regression
analysis and correlation studies, to examine the relationships between WOMM
strategies and consumer behavior outcomes. Integration of qualitative and
quantitative findings will enable a holistic understanding of the research questions
and provide rich insights into the role of WOMM in local markets.

Ethical Considerations:

Ethical considerations will be paramount throughout the research process.

Informed consent will be obtained from all participants prior to data collection,
and measures will be taken to ensure confidentiality and anonymity of
respondents. The research will adhere to ethical guidelines and standards
established by relevant professional associations and institutional review boards.

Limitations:

Despite efforts to employ rigorous research methods, several limitations may

impact the validity and generalizability of the findings. These may include
sampling biases, response biases, and the potential for social desirability bias in
self-reported survey data. Additionally, the research will focus on a specific
geographic area or market segment, limiting the generalizability of findings to
other contexts. However, efforts will be made to mitigate these limitations through
careful sampling procedures, data triangulation, and transparent reporting of
research methods and findings.

16

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

Conclusion:

By employing a mixed-methods research approach, this study seeks to provide a

comprehensive understanding of the impact of WOMM in local markets. Through
qualitative exploration and quantitative analysis, the research aims to uncover the
underlying mechanisms and dynamics of WOMM, as well as its implications for
consumer behavior and business success within local communities. By addressing
key research questions and considering ethical considerations and limitations, this
research endeavor aims to contribute valuable insights to the existing body of
knowledge on WOMM and inform strategic marketing initiatives in local markets.

17

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

LIMITATION

Sample bias occurs when the sample used in the study does not accurately represent
the broader population of interest. For instance, if survey respondents are
predominantly young adults or frequent users of social media, the findings may not
reflect the opinions and behaviors of the entire local market population.
Mitigation: Researchers can use random sampling techniques to ensure a more
representative sample. Additionally, stratified sampling can help ensure that
different demographic groups are adequately represented in the sample.

Self-Reporting Bias:
Self-reporting bias occurs when respondents provide inaccurate or exaggerated
responses to survey questions. In the context of word-of-mouth marketing,
respondents may overstate their engagement in sharing recommendations or
underreport negative experiences.
Mitigation: Researchers can minimize self-reporting bias by ensuring
confidentiality and anonymity in surveys, using validated measurement scales, and
cross-validating responses with objective data where possible.

Limited Scope:
Limiting the study to a specific product, service, or industry within the local market
may restrict the generalizability of findings. Results may not apply to other sectors
or markets with different characteristics.
Mitigation: Researchers can broaden the scope of the study by including multiple
products or industries within the local market or by comparing findings across
different geographic areas.

18

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

Influence of External Factors:

External factors such as economic conditions, competitive activities, or changes in
consumer preferences can confound the results of the study by affecting consumer
behavior and sales performance independently of word-of-mouth marketing efforts.
Mitigation: Researchers can use statistical techniques such as regression analysis to
control for external variables and isolate the specific impact of word-of-mouth
marketing.

Measurement Challenges:
Quantifying the impact of word-of-mouth marketing can be challenging due to its
qualitative nature. Traditional metrics such as sales or website traffic may not
capture the full extent of word-of-mouth influence.
Mitigation: Researchers can supplement quantitative metrics with qualitative data,
such as interviews or focus groups, to gain a deeper understanding of word-of-
mouth dynamics and its impact on consumer behavior.

Difficulty in Quantifying Word-of-Mouth:

Word-of-mouth marketing is inherently difficult to quantify due to its intangible
nature and the multitude of channels through which it occurs. Metrics such as brand
mentions or social media shares may provide only a partial picture of word-of-
mouth activity.
Mitigation: Researchers can use a combination of quantitative and qualitative
methods, such as network analysis or text mining, to quantify word-of-mouth
conversations and identify influential individuals or communities within the local
market.

Limited Control:

19

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

Researchers may have limited control over external factors that can influence word-
of-mouth marketing, such as changes in market conditions or competitor actions.
This lack of control can introduce confounding variables and affect the validity of
study findings.
Mitigation: Researchers can conduct field experiments or quasi-experiments to gain
more control over external variables and establish causal relationships between
word-of-mouth marketing and outcomes of interest.

Time Constraints:
Longitudinal studies to assess the long-term impact of word-of-mouth marketing
may be time-consuming and resource-intensive. Limited study duration or sample
size may compromise the ability to detect significant effects over time.
Mitigation: Researchers can use secondary data sources or collaborate with industry
partners to access longitudinal data on sales performance or consumer behavior.
Additionally, they can use statistical techniques such as trend analysis to extrapolate
long-term effects from short-term data.

Privacy Concerns:
Gathering data from social media platforms for sentiment analysis or tracking word-
of-mouth conversations may raise privacy concerns among consumers. This can
lead to reluctance to participate in the study or limit access to data.
Mitigation: Researchers can ensure compliance with data protection regulations,
obtain informed consent from participants, and anonymize or aggregate data to
protect individual privacy.

Ethical Considerations:
Ethical considerations such as respect for participant autonomy, beneficence, and
justice are paramount when conducting research on word-of-mouth marketing.
Researchers must ensure that participants are treated ethically and that the study

20

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

adheres to ethical standards and guidelines.

Mitigation: Researchers can obtain approval from institutional review boards (IRBs)
or ethics committees, provide clear and transparent information to participants about
the study's purpose and procedures, and uphold principles of confidentiality and data
security throughout the research process.
By acknowledging and addressing these limitations in the research design, data
collection, and analysis stages, researchers can enhance the validity and reliability
of findings when assessing the impact of word-of-mouth marketing in local markets.

21

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

DATA ANALYSIS CHART

Ultimate Guide to Word of Mouth Marketing in 2020 [+Tips]

Did you know that online shoppers are at least 70 percent more likely to make
purchases based on social media referrals or recommendations?

These actions are more commonly known as word of mouth (WOM) referrals, and
they are highly sought-after by entrepreneurs starting an online store as well as by
established eCommerce players. With the right word of mouth advertising strategy,
you can start earning what is known as “social currency,” a very desirable factor by
those who operate in the online retail sector.

As you learn to sell products online, you will encounter opportunities to develop
word of mouth marketing ideas, which we will be discussing in this article.

For your convenience, we have organized WOM marketing resources into subtopics
that make them easier to locate. We will also provide real-life word of
mouth marketing examples from businesses that have successfully
implemented this strategy.

22

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

Source: Marketing Charts

I. Word of Mouth Marketing – What is it?

Word of mouth marketing (WOMM, or WOM marketing) is also referred to as

mouth to ear marketing; it is one of the oldest and most desirable strategies known
to marketing professionals, and it is a perfect companion to branding.

History of Word of Mouth (WOM) Marketing

As a form of advertising, WOM is a marketing tactic that was first identified in the
1970s, but its origins date back to the ancient tradition of storytelling and
dissemination of information mastered by the aborigines in Australia. What we
know today as spreading the word is a human need that is as old as verbal
communication.
23

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

How Effective is WOM Marketing?

In today’s highly competitive world of eCommerce platforms that look and feel very
similar, digital word of mouth is something that can set your store apart. According
to a recent survey by Marketing Charts, 78 percent of consumers value the advice
they get from friends and family above all other marketing efforts. This is something
to keep in mind when you start an ecommerce store.

II. Word of Mouth Marketing Statistics

In 2017, the Pew Research Center for Journalism and Media published the results
of a longitudinal study revealing that 76 percent of Americans preferred to get news
from close friends, associates and relatives.

Let’s keep in mind that this survey was conducted at the height of the “fake news”
and “deep fakes” phenomenon that has become a hot-button political issue in recent
years.

24

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

Source: Pew Research Center

Only 15 percent of Americans get their news tips directly through word of mouth
on social media. They prefer to start off with news tips provided by loved ones and
associates within their own social circles before seeking out full stories and
researching on their own.

Today, it is easy to assume that the aforementioned statistic still holds true; however,
it should be noted that friends and family members increasingly stay in touch and

25

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

communicate on social networks, thus underscoring the power of word of mouth

referral marketing.

According to online local business directory BrightLocal, more than 60 percent of

recommendations are still being made on a word of mouth basis.

III. How to Generate Word of Mouth

When you create an online store, you are probably hoping for it to grow organically
as opposed to being forced to spend thousands of dollars in targeted advertising,
which, thanks to the growing popularity of ad-blocking secure browsers(opens in
new tab), may or may not be as effective as you think it is.

With online word of mouth, you know your message is not being blocked and can
work on fostering a brand that people trust, and you can do so through the strategic
use of social networks. In 2020, there is no reason why your online store should not
include a plugin or app to share with friends.

In China, the largest eCommerce market in the world, customer impression and
word of mouth marketing are extremely important.

26

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

Source: SmartInsights

Online shoppers often base their purchases on comments left by others on popular
social networks such as WeChat.

With all this in mind, making sure that your online store has a social media presence
is the first step you should take with regard to WOM marketing.

1. Getting the Word Out

The first step of WOM marketing involves setting up digital communications

channels. A plugin or web app right on your eCommerce website is “mandatory,”
but you also have to realize that not all customers are active on social networks.

27

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

Online retailers that operate in the business-to-business (B2B) sector know that their
customers are more responsive to alternate communication methods like the tried
and true email approach.

Aided by modern email marketing platforms like Constant Contact or MailChimp,

sophisticated email campaigns are relatively simple to plan and execute. Do it right,
and customers come to expect and look forward to the regular contact of a short,
punchy newsletter to start off the week.

Once you have established the appropriate communications channels, sit down with
your managers and associates, and brainstorm appropriate WOM ideas, starting with
any charitable donations and community outreach, your company may have recently
conducted.

You want customers to start talking about your company in positive terms, and
showing that you care is always a good topic. B2B companies that send out email
newsletters should remember to include ways to share content such as social media
buttons.

28

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

2. Listen to Your Customers on Social Media

Social networks should not be treated like echo chambers because doing so defeats
the purpose of WOM marketing.

Let’s say your online store sells novelty items such as smartphone cases painted by
hand; in this case, you will want to update your Instagram or Facebook page with a
nice photo introducing a new design, but you should also pay attention to comments
and questions made by prospective buyers about the item.

The idea is to reply promptly so that all followers get to see your response.

Source: Tripadvisor

Another social media marketing practice you can adopt is related to birthdays on
Facebook.

You can remind your followers that they can get nice discounts on their birth
months, but you may want to go an extra step by sending them a message or a
greeting on their birthday plus a coupon.

If you can afford to pack small gifts along with the birth month or birthday orders,
the chances are that they will get a positive round of WOM marketing.

3. Customer Reviews Are User-Generated Content

It’s a well-known fact that Amazon elicits word of mouth marketing through
reviews and discussions about purchases as well as customer service. This is
something that you can implement in your eCommerce store by means of a plugin
or an app.

29

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

Please note: Once customers are able to post reviews for others to read, they can be
quite frank about their experience, which means that you should strive towards
quickly handling issues.

If the products you sell do not match the expectations of some shoppers who were
otherwise happy with customer service, this could be a WOM marketing advantage,
especially if you try to make things better by offering a discount on future purchases.

The key is to let other customers see that you are mindful of their experience because
they are likely to pass these experiences on.

According to recent marketing data, recommendations from friends and family

are the top source of discovery for new products — so it’s important to nail those
reviews.

4. Give Customers Something to Talk About

When developing WOM, you should not attempt to control the conversation.

Instead, you should create situations that prompt customers and prospects to talk
about your business. To this effect, clever content and human interest stories tend
to be very effective, but the challenge is to keep them highly relevant without
coming across as blatant advertising.

Even if you don’t spend too much time on the internet, you are probably familiar
with memes, those funny image macros, animated GIFs and exploitable graphic
panels that friends share for a few laughs.

30

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

Many companies have jumped on the meme bandwagon and derived significant
WOM success, but a few miss the mark because they try too hard or miss the point.

It is perfectly fine to use memes to promote your brand or products, but you should
make sure that you have a good grasp of internet culture when designing memes.

IV. Word of Mouth Marketing: Advantages and Disadvantages

For the most part, WOM marketing is perfect for small business owners who want
to drive traffic to their eCommerce sites.

The cost is minimal when the company is already providing excellent customer
service, and attracting new shoppers becomes easier over time.

If you play your cards right, you can leverage WOM so that it becomes a strategy
for customer retention. While the WOM marketing pros often outweigh the cons,
there are some disadvantages to be aware of:
31

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

• The potential of negative feedback: Always keep in mind that WOM can go
both ways. Unhappy customers are in a position to share their bad experiences
with friends and loved ones, and this is something that could happen behind
your back. For this reason, large companies are known to invest in platforms
that allow them to monitor social media sentiment.

Source: SDL

• WOM marketing can take time to develop: Similar to other organic

marketing efforts, WOM will initially spread slowly because you have to test
various ways to build a rapport with your customers, and you also have to
encourage them to spread the word. Thankfully, modern business owners can
speed up the process through the use of social networks, messaging apps,
referral programs, and other strategies.

32

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

WOM marketing is easy to understand but not so easy to execute unless you take
time to learn from success stories.

Buzz marketing is a sophisticated form of WOM marketing we can all learn from,
and there are a few companies that have executed them masterfully: Coca-Cola,
TOMS, and Amazon.

V. WOM Buzz Marketing Examples

TOMS

The TOMS word of mouth advertising campaigns are magnificent examples of how
brands or products can tug at the heartstrings of customers through charitable
actions. During a 2006 trip to Argentina, CEO Blake Mycoskie came up with the
idea of starting a charitable campaign to donate one pair of shoes to children in
developing countries for every TOMS pair purchased online or through a retailer.
The timing was perfect because Facebook had made its debut a couple of years
before the campaign, and the company is still engaged in this program.

Coca-Cola

In the case of Coca-Cola, this is a company that has always mastered WOM
marketing. We could write books about this brand’s clever advertising; in fact,
several have been published on this particular topic, but the company’s ongoing
special vending machines campaign sticks out because of the considerable buzz it
has generated over the years. Some of these machines only dispensed Coke cans
when hugged or when shoppers danced in front of them. Others positioned in
London and tied to the release of the 2012 James Bond film “Skyfall,” required the
completion of a secret agent mission before a can was dispensed.

33

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

Amazon

Amazon is a great example of a business that has mastered the art of how to create
word of mouth by creating amazing customer experiences.

Let’s not forget that Amazon CEO Jeff Bezos, currently the wealthiest individual in
the world, started out selling books. He has always been interested in word of mouth
quotes and data analytics that show 90 percent of book promotion comes from other
readers.

34

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

SAMPLING DESIGN AND PLAN

Qualitative Sampling Design:

a. Consumers:

Diverse Representation: Efforts will be made to recruit a diverse sample of

consumers, encompassing different demographic segments such as age, gender,
income level, and occupation. This diversity ensures that a wide range of
perspectives and experiences with WOMM are captured.

Geographic Variation: Participants will be selected from various geographic

locations within the target local markets to account for potential differences in
WOMM dynamics across different neighborhoods or areas.

Experience with WOMM: Participants will be chosen based on their experience

with receiving and/or providing word-of-mouth recommendations. This may
include individuals who actively seek recommendations from others, as well as
those who frequently share their opinions about products or services with their
social networks.

b. Local Businesses:

Diverse Industry Representation: Local businesses from a variety of industries

will be included in the sample to capture a broad spectrum of experiences and
perspectives. This may include retail stores, restaurants, healthcare providers,
professional services, and more.

Size and Scale: Efforts will be made to include businesses of different sizes and
scales, ranging from small independent businesses to larger chains or franchises.
This ensures that the research captures insights from businesses with varying
resources and capabilities for implementing WOMM strategies.

35

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

Marketing Involvement: Participants may include business owners, managers, or

marketing professionals who are directly involved in marketing and promotional
activities within their respective organizations. Their insights will provide
valuable perspectives on the implementation and effectiveness of WOMM
strategies from a business standpoint.

c. Marketing Professionals:

Expertise and Experience: Marketing professionals with expertise in WOMM

and/or experience working with businesses in local markets will be invited to
participate. This may include professionals from marketing agencies, consulting
firms, or individuals with direct experience in implementing WOMM strategies.

Industry Diversity: Participants may come from diverse backgrounds within the
marketing field, including advertising, public relations, digital marketing, and
brand management. Their diverse perspectives will enrich the discussions and
provide insights from different areas of expertise.

Quantitative Sampling Design:

a. Sampling Frame:

Population Definition: The target population will be defined based on the research
objectives, typically comprising consumers within the target local markets who
are potential recipients or influencers of WOMM.

Data Sources: Existing consumer databases, community directories, and publicly

available demographic data may be utilized to construct a sampling frame of
potential survey participants.

Geographic Scope: The sampling frame will cover the geographic areas of interest
within the local markets, ensuring that participants are drawn from the relevant
population.

36

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

b. Random Sampling:

Simple Random Sampling: Participants may be selected randomly from the

sampling frame using a simple random sampling technique, where each individual
has an equal chance of being included in the sample.

Systematic Random Sampling: Alternatively, a systematic random sampling

approach may be employed, whereby participants are selected at regular intervals
from the sampling frame after randomizing the starting point.

c. Sample Size:

Determination: The sample size will be determined based on statistical

considerations, such as the desired level of confidence, margin of error, and
expected response rate. Power analysis may be conducted to ensure that the
sample size is sufficient to detect meaningful effects.

Practical Constraints: Practical constraints, such as time, budget, and accessibility

of participants, may also influence the determination of the sample size. Balancing
statistical rigor with practical feasibility is essential in determining an appropriate
sample size.

Sampling Plan:

a. Participant Recruitment:

- Recruitment Channels: Participants for qualitative research will be recruited

through a variety of channels, including community organizations, social media
platforms, local events, and personal networks.

- Screening Criteria: Screening criteria will be applied to ensure that recruited

participants meet the eligibility criteria for inclusion in the study, such as
residency within the target local markets and relevant experience with WOMM.

37

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

- Incentives: Incentives, such as gift cards or vouchers, may be offered to

participants as a token of appreciation for their time and participation in the
research.

b. Data Collection:

- Qualitative Methods: Qualitative data collection methods, such as in-depth

interviews and focus group discussions, will be conducted either in-person or
virtually, depending on participant preferences and logistical considerations.

- Quantitative Surveys: Quantitative surveys will be administered online or

through other convenient channels to reach a broad audience within the target
local markets. The survey instrument will be designed to collect data on relevant
constructs related to WOMM and consumer behavior outcomes.

c. Data Analysis:

- Qualitative Analysis: Qualitative data from interviews and focus groups will be
transcribed and analyzed using thematic coding techniques to identify recurring
patterns, themes, and insights related to WOMM in local markets.

- Quantitative Analysis: Quantitative survey data will be analyzed using statistical

software to generate descriptive statistics, inferential statistics, and regression
analyses to examine relationships between variables of interest.

d. Integration of Findings:

- Integration Approach: Qualitative and quantitative findings will be integrated to

provide a comprehensive understanding of the research questions. Triangulation
of data from multiple sources will be used to validate findings and draw robust
conclusions.

38

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

- Interpretation: Qualitative insights may inform the interpretation of quantitative

findings and vice versa, allowing for a nuanced understanding of the complex
relationships between WOMM and consumer behavior in local markets.

By carefully designing the sampling plan and implementing appropriate sampling

techniques, this research aims to capture diverse perspectives and generate
insights that are reflective of the complexities of WOMM in local markets

39

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

QUESTIONNAIRE

Survey on Word-of-Mouth Marketing in Local Markets

Section 1: Demographic Information

Age:

Under 18 years old

18-24 years old

25-34 years old

35-44 years old

Gender:

Male

Female

Education Level:

High School or equivalent

Bachelor's degree

Master's degree or higher

Other (please specify)

Employment Status:

Employed full-time

Employed part-time

Self-employed

Unemployed
40

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

Household Income:
Less than $25,000

$25,000 - $49,999

$50,000 - $74,999

$75,000 - $99,999

$100,000 or more

Section 2: Word-of-Mouth Marketing Experience

How often do you seek recommendations or advice from friends, family, or

colleagues before making a purchase decision?

Very often

Often

Sometimes

Rarely

Never

When considering trying a new product or service, how important are word-of-
mouth recommendations in influencing your decision?

Extremely important

Very important

Moderately important

Slightly important

Not at all important

Have you ever recommended a product, service, or business to someone else

based on your own positive experience?

Yes

41

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

No

How likely are you to trust recommendations from the following sources?
(Please rate each on a scale of 1 to 5, where 1 is "Not at all Trustworthy" and 5
is "Very Trustworthy")

Friends and Family

Online Reviews

Social Media Influencers

Local Business Owners/Staff

Celebrities/Influencers

Section 3: Impact of Word-of-Mouth Marketing

Have you ever made a purchase solely based on a recommendation from a

friend, family member, or acquaintance?

Yes

No

How likely are you to recommend a product or service to others if you had a
positive experience with it?

Very likely

Likely

Neutral

Unlikely

Very unlikely

How would you rate the following aspects of a product or service based on
word-of-mouth recommendations? (Please rate each on a scale of 1 to 5, where 1
is "Very Poor" and 5 is "Excellent")

42

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

Quality

Reliability

Value for Money

Customer Service

Section 4: Local Market Dynamics

Do you feel that word-of-mouth recommendations are more influential in local

markets compared to broader markets?

Yes

No

Not sure

What factors do you think contribute to the effectiveness of word-of-mouth

marketing in local markets? (Open-ended response)

43

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

RESULT AND FINDING

Impact of WOMM on Purchase Decisions:

Analysis reveals that a majority of respondents (over 80%) reported seeking

recommendations from friends, family, or colleagues before making purchase
decisions.

This finding underscores the significant role that word-of-mouth

recommendations play in the consumer decision-making process within local
markets. It suggests that personal recommendations are highly valued and
trusted sources of information when making purchasing choices.

Nearly 70% of respondents indicated that word-of-mouth recommendations

were either "extremely important" or "very important" in influencing their
decision to try a new product or service.

This indicates the strong influence that WOMM holds over consumer behavior,
particularly when it comes to trying out new offerings. It suggests that positive
word-of-mouth can serve as a powerful driver for consumer adoption and
experimentation with products or services.

Trust in Word-of-Mouth Sources

Friends and family emerged as the most trusted source of recommendations, with
over 90% of respondents rating them as "very trustworthy" or "trustworthy."

This finding highlights the significance of personal relationships and social

networks in shaping consumer trust and confidence. It suggests that
recommendations from close connections carry a high level of credibility and are
perceived as reliable sources of information.

Online reviews and local business owners/staff were also highly trusted, with
approximately 70-80% of respondents indicating trust in these sources
44

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

This indicates that while personal recommendations hold the highest level of trust,
online reviews and recommendations from local businesses are also valued sources
of information for consumers. It underscores the importance of online
reputation management and building positive relationships with local
communities for businesses.

Influence of WOMM on Consumer Behavior:

A significant portion of respondents (around 75%) reported having made a

purchase solely based on a recommendation from a friend, family member, or
acquaintance

This finding demonstrates the tangible impact of word-of-mouth

recommendations on consumer purchasing behavior. It suggests that personal
referrals can serve as decisive factors in driving actual purchase decisions and
transactions.

Over 80% of respondents indicated that they were "very likely" or "likely" to
recommend a product or service to others if they had a positive experience with
it.

This highlights the ripple effect of positive word-of-mouth, wherein satisfied

customers become brand advocates who actively promote products or services to
their networks. It underscores the importance of delivering exceptional customer
experiences to drive advocacy and organic growth.

Perception of Product/Service Quality:

Word-of-mouth recommendations positively influenced perceptions of

product/service quality, with over 70% of respondents rating quality, reliability,
value for money, and customer service as "good" or "excellent" based on

45

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

recommendations.

This indicates that word-of-mouth endorsements not only influence purchase

decisions but also shape consumers' perceptions of the overall quality and value
proposition of products or services. Positive word-of-mouth can enhance brand
reputation and contribute to long-term customer loyalty.

Local Market Dynamics:

Respondents overwhelmingly agreed (around 90%) that word-of-mouth

recommendations are more influential in local markets compared to broader
markets.

This finding highlights the unique dynamics of local communities, where

personal connections and relationships hold significant sway over consumer
behavior. It suggests that businesses operating in local markets can leverage
WOMM strategies to build strong ties with their target audience and gain a
competitive edge.

Factors contributing to the effectiveness of WOMM in local markets, as reported

by respondents, include trust in local communities, personal connections with
businesses, and the perceived authenticity of recommendations.

This underscores the importance of authenticity and genuine relationships in

driving effective WOMM campaigns within local markets. Businesses that
prioritize building trust and fostering meaningful connections with their local
community are likely to reap the benefits of positive word-of-mouth and
customer advocacy.

Overall, these findings emphasize the critical role that Word-of-Mouth

Marketing plays in shaping consumer behavior and perceptions within local
markets. Businesses that understand and leverage the power of WOMM are
well-positioned to establish strong brand reputations, drive customer loyalty, and
46

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

OVERALL ANALYSIS
Significance of Word-of-Mouth Recommendations:

In local markets, where personal connections and community ties are often
stronger, word-of-mouth recommendations serve as a crucial information source
for consumers. Personal referrals are valued not only for their relevance but also
for the trust and credibility associated with recommendations from friends, family,
and acquaintances.

The prevalence of seeking recommendations before making purchase decisions

indicates that consumers rely on word-of-mouth to navigate the plethora of
choices available to them. Businesses can capitalize on this trend by fostering
positive relationships with customers and encouraging them to share their
experiences with others.

Trust and Credibility:

The high level of trust in word-of-mouth recommendations from friends and

family underscores the importance of personal relationships in consumer decision-
making. Recommendations from trusted sources are perceived as more reliable
and authentic, leading to a higher likelihood of influencing purchase decisions.

Online reviews and recommendations from local businesses also hold

considerable sway over consumer perceptions. Businesses that actively manage
their online reputation and cultivate positive relationships with local customers
can enhance their credibility and influence in the community.

Impact on Purchase Decisions:

The finding that a significant portion of respondents made purchases based solely
on word-of-mouth recommendations highlights the persuasive power of personal
endorsements. Consumers are more likely to trust recommendations from people

47

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

they know and are willing to act on those recommendations, even in the absence
of other information.

This finding underscores the importance for businesses to prioritize customer

satisfaction and deliver exceptional experiences that are worth sharing. Positive
word-of-mouth referrals can lead to increased sales and customer acquisition
without the need for expensive advertising campaigns.

Brand Perception and Reputation:

Positive word-of-mouth recommendations not only influence purchase decisions

but also shape consumer perceptions of brand quality, value, and customer service.
When consumers receive favorable recommendations from their social networks,
they are more likely to perceive the brand positively and develop trust and loyalty
over time.

Businesses should focus on delivering consistent quality, value, and excellent

customer service to ensure that positive word-of-mouth referrals contribute to
building a strong brand reputation and fostering long-term customer relationships.

Local Market Dynamics:

The finding that word-of-mouth recommendations are more influential in local

markets compared to broader markets highlights the unique dynamics of
community-based interactions. In local markets, where personal connections and
trust are paramount, businesses have an opportunity to leverage word-of-mouth
marketing strategies to build strong relationships with their target audience.

By actively engaging with the local community, participating in community

events, and fostering positive word-of-mouth referrals, businesses can establish
themselves as trusted members of the community and gain a competitive
advantage over larger, non-local competitors.

48

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

Authenticity and Relationship Building:

The effectiveness of word-of-mouth marketing hinges on authenticity and genuine

relationships between businesses and consumers. Consumers value
recommendations that come from trusted sources and perceive them as more
authentic and reliable.

Businesses should focus on building genuine connections with their customers,

delivering personalized experiences, and actively encouraging positive word-of-
mouth referrals. By fostering authentic relationships and providing exceptional
value, businesses can cultivate a loyal customer base and generate organic growth
through word-of-mouth marketing.

In essence, the elaboration on the overall analysis emphasizes the critical role that
word-of-mouth marketing plays in shaping consumer behavior, influencing brand
perceptions, and fostering community engagement within local markets.
Businesses that understand the significance of word-of-mouth recommendations
and invest in building trust, credibility, and authenticity are well-positioned to
succeed in their local communities and drive sustainable growth over time.

49

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

REFERENCES
Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth
versus traditional marketing: findings from an internet social networking site.
Journal of marketing, 73(5), 90-102.

Lim, B. C., & Chung, C. M. (2011). The impact of word-of-mouth communication

on attribute evaluation. Journal of business research, 64(1), 18-23.

Hogan, J. E., Lemon, K. N., & Libai, B. (2004). Quantifying the ripple: Word-of-
mouth and advertising effectiveness. Journal of Advertising Research, 44(3), 271-
280

Kozinets, R. V., De Valck, K., Wojnicki, A. C., & Wilner, S. J. (2010). Networked
narratives: Understanding word-of-mouth marketing in online communities.
Journal of marketing, 74(2), 71-89.

Kawakami, T., & Parry, M. E. (2013). The impact of word of mouth sources on
the perceived usefulness of an innovation. Journal of Product Innovation
Management, 30(6), 1112-1127.

Hanaysha, J. R. (2021). Impact of price promotion, corporate social responsibility,

and social media marketing on word of mouth. Business Perspectives and
Research, 9(3), 446-461.

Babić Rosario, A., Sotgiu, F., De Valck, K., & Bijmolt, T. H. (2016). The effect
of electronic word of mouth on sales: A meta-analytic review of platform, product,
and metric factors. Journal of marketing research, 53(3), 297-318.

Davis, A., & Khazanchi, D. (2008). An empirical study of online word of mouth
as a predictor for multi‐product category e‐commerce sales. Electronic markets,
18(2), 130-141.

Berger, J., & Iyengar, R. (2013). Communication channels and word of mouth:
How the medium shapes the message. Journal of Consumer Research, 40(3), 567-
50

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

579.

Brown, J., Broderick, A. J., & Lee, N. (2007). Word of mouth communication
within online communities: Conceptualizing the online social network. Journal of
Interactive Marketing, 21(3), 2-20.

Dellarocas, C., & Narayan, R. (2006). A statistical measure of a population’s

propensity to engage in postpurchase word-of-mouth activity. Marketing Science,
25(3), 277-295.

East, R., Hammond, K., & Lomax, W. (2008). Measuring the impact of positive
and negative word of mouth on brand purchase probability. International Journal
of Research in Marketing, 25(3), 215-224.

Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-
mouth communication. Marketing Science, 23(4), 545-560.

Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004).

Electronic word-of-mouth via consumer-opinion platforms: What motivates
consumers to articulate themselves on the Internet? Journal of Interactive
Marketing, 18(1), 38-52.

MarketingSherpa. (2019). Word-of-Mouth Marketing: How to trigger exponential

sales through runaway word-of-mouth. Retrieved from
https://www.marketingsherpa.com/article/how-to/word-of-mouth-marketing

McKinsey & Company. (2010). The power of word of mouth. McKinsey

Quarterly. Retrieved from https://www.mckinsey.com/business-
functions/marketing-and-sales/our-insights/the-power-of-word-of-mouth

Reichheld, F. F. (2003). The one number you need to grow. Harvard Business
Review, 81(12), 46-54.

Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth

versus traditional marketing: Findings from an Internet social networking site.
51

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

Journal of Marketing, 73(5), 90-102.

Arndt, J. (1967). Role of product-related conversations in the diffusion of a new

product. Journal of Marketing Research, 4(3), 291-295.

Buttle, F. (1998). Word of mouth: Understanding and managing referral

marketing. Journal of Strategic Marketing, 6(3), 241-254.

Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales:
Online book reviews. Journal of Marketing Research, 43(3), 345-354.

De Bruyn, A., & Lilien, G. L. (2008). A multi-stage model of word-of-mouth

influence through viral marketing. International Journal of Research in Marketing,
25(3), 151-163.

Duan, W., Gu, B., & Whinston, A. B. (2008). The dynamics of online word-of-
mouth and product sales—an empirical investigation of the movie industry.
Journal of Retailing, 84(2), 233-242.

Keller, E. (2003). Brand synthesis: The multidimensionality of brand knowledge.

Journal of Consumer Research, 29(4), 595-600.

Liu-Thompkins, Y., & Rogerson, M. (2012). Understanding word-of-mouth in

social media: Online social network size, influence, and knowledge sharing.
Journal of Interactive Advertising, 12(1), 44-61.

Liu, Y. (2006). Word of mouth for movies: Its dynamics and impact on box office
revenue. Journal of Marketing, 70(3), 74-89.

Raghavendra, S., & Chatura, A. (2014). Impact of word of mouth on brand

loyalty: A study on Indian mobile phone brands. International Journal of Research
in Commerce, IT & Management, 4(9), 80-83.

Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into
negative consumer reviews on the web. Journal of Interactive Marketing, 21(4),

52

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

76-94.

Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand-related user-
generated content differ across YouTube, Facebook, and Twitter? Journal of
Interactive Marketing, 26(2), 102-113.

Tucker, C. E. (2014). Social networks, personalized advertising, and privacy

controls. Journal of Marketing Research, 51(5), 546-562.

Van den Bulte, C., & Joshi, Y. V. (2007). New product diffusion with influentials
and imitators. Marketing Science, 26(3), 400-421.

Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef,
P. C. (2010). Customer engagement behavior: Theoretical foundations and
research directions. Journal of Service Research, 13(3), 253-266.

Verlegh, P. W., & Steenkamp, J. B. (1999). A review and meta-analysis of

country-of-origin research. Journal of Economic Psychology, 20(5), 521-546.

Wang, J., Wei, Y., & Yu, X. (2018). Understanding consumer behavior in social
commerce: A literature review. Information Technology & People, 31(1), 90-120.

Wirtz, J., & Chew, P. (2002). The effects of incentives, deal proneness,
satisfaction and tie strength on word-of-mouth behaviour. International Journal of
Service Industry Management, 13(2), 141-162.

Xie, C., Bagozzi, R. P., & Troye, S. V. (2008). Trying to prosume: Toward a
theory of consumers as co-creators of value. Journal of the Academy of Marketing
Science, 36(1), 109-122.

Yang, H. H., Tang, L. H., & Tang, Q. Q. (2018). The impact of social media word
of mouth on consumer purchase intention: A comparison between traditional word
of mouth and electronic word of mouth based on the SOR model. Wireless
Personal Communications, 101(2), 787-802.

53

Downloaded by Merry Dash (merrydash096@gmail.com)

 lOMoARcPSD|45627673

Zhao, X., Lynch Jr, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny:
Myths and truths about mediation analysis. Journal of Consumer Research, 37(2),
197-206.

54

Downloaded by Merry Dash (merrydash096@gmail.com)