Search Results - subject:"WOMM"

Investigating Word of Mouth as Advertising Tool for Mobile devices in South Africa

Scheers, Louise van; Prinsloo, Carly - In: International Journal of Academic Research in Business … 4 (2014) 11, pp. 332-354

Samsung Electronics entered the mobile device market on the back of their successes in other markets for electronic devices. The mobile device space in South Africa was dominated by Nokia and Blackberry and in a short space of time Samsung stormed into a tie for the top spot alongside Blackberry...

Persistent link: https://www.econbiz.de/10011132512

Who says what to whom in what channel? : a rules theoretic perspective on word-of-mouth marketing

Buttle, Francis A.; Groeger, Lars - In: Journal of marketing management : MM 33 (2017) 13/14, pp. 1035-1059

Persistent link: https://www.econbiz.de/10011850299

Word-of-mouth marketing : Towards an improved understanding of multi-generational campaign reach

Groeger, Lars; Buttle, Francis - In: European Journal of Marketing 48 (2014) 7/8, pp. 1186-1208

-of-mouth marketing (WOMM) campaigns. Design/methodology/approach – An exploratory field study is conducted on a real-life WOMM campaign …. Findings – Standard metrics for WOMM campaigns assume campaign reach equates to the number of campaign-related conversations … for the critique of current WOMM measurement practices. Two social-structural network attributes – transitivity and tie …

Persistent link: https://www.econbiz.de/10014723562

Word-of-mouth marketing : towads an improved understanding of multi-generational campaign reach

Groeger, Lars; Buttle, Francis A. - In: European journal of marketing : EJM 48 (2014) 7/8, pp. 1186-1208

Persistent link: https://www.econbiz.de/10010414809