IMPORTANCE OF SOCIAL NETWORKS AND WORD OF MOUTH ADVERTISING IN COMMERCE
Palavras-chave:
social networks, word of mouth advertising, brand, marketingResumo
In today's world where individuals are always affected by information bombardment, they need reliable people to give them the right information to choose the goods they need, so they can get the best deal in the shortest time, and these people are known as thought leaders. Social networking has created a huge transformation in business and Internet marketing. In fact, with the growing use of social networking, business and marketing through this mass media has given fresh impetus to the industry and has made its customers loyal with new tools, because these networks are in fact a powerful tool for organizations aimed at reaching target audiences. The role of electronic word of mouth eWOM is increasing on social networks and sites these days. eWOM can increase the popularity of a firm or company. Customers refer to the views of old or current customers before purchasing the goods, which affects the decision making process. The need for today is to understand the awareness and perspectives presented by present studies, and the early steps associated with the exploitation of the vast potential of eWOM are prone to play a key role in this regard. In order to design a marketing strategy effectively, marketing managers should consider, in addition to the proper use of the WOM's they should consider the type of the strategy too, it is suggested that companies take more customers to gain higher profits and achieve winning results to create eWOM Positive attempts.
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Referências
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2. Jalilvand M. Ebrahimi A. The effect of word-of-mouth communication on the purchase of domestic automobiles (Samand Vehicle Case Study Iran Khodro Co.). Commercial Management Journal, 3 (9), 57-70. 2011.
3. Jalilian, H. Mijani M. Marketing through social networks. Allameh Tabataba'i University. Tehran. 2010.
4. Radmehr R. Rezaei Dolatabadi H Shallikar M. Evaluating word-of-mouth propaganda in tourism management. The first international conference on Tourism Management and Sustainable Development. 2010.
5. Feyz D. Shafiee Nikabadi M. Maleki F. Investigating the Effects of Tendencies Using Online Social Networks on Brand Performance by Investigating the Role of the Mediator on Customers' Brand Branding. Journal of Research in New Marketing Research, Vol. 5, No. 55-53, pp. 18, pp. 68. 2014.
6. Keshtgari, M. Khajehpour, S. the empirical study of motivators of mobile ad acceptance in Iran. The first conference on mobile value-added services in Iran, Tehran, Center for Technology Studies at Sharif University of Technology. 2009.
7. Aaker D. A. Managing Brand Equity: Capitilizing on the value of brand name. The Free Press, New York, NY. 1991.
8. Amen, U. Consumer Attitude towards Mobile Advertising, Interdisciplinary. Journal of Contemporary Research in Business, 2(3). 2010.
9. Ardndt J. Role of product related conversations in diffusion of a new product. Journal of marketing research, Vol.4, No. 3, pp. 291-295. 1967.
10. Atilgan E. Aksoy S. Akinci S. Determinants of the brand equity. A verification approach in the beverage industry in Turkey. Journal of Marketing Intelligence and Planning, Vol. 23, No. 3, pp. 237-48. 2005.
11. Bambauer-Sachse S. Mangold S. Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer ServicesI, 18, 38–45. 2010.
12. Bickart B. Schindler R. M. Internet forums as influential sources of consumer information. Journal of Interact Market 15(3), 31–40. 2001.
13. Brettel M. Spiker-Attig A. Online advertising effectivnes ،across cultural comparison. Journal of research in interactive marketing, 4(3), 176-196. 2010.
14. Brown J. Broderick A. Lee N. Word of Mouth Communication within Online Communities: Conceptualizing the Online Social Network. Journal of Interactive Marketing, 21(3), 2–20. 2007.
15. Buttle F. A. Word of Mouth: Understanding and Managing Referral Marketing. Journal of Strategic Marketing, 6(3), 241-254. 1998.
16. Cakim I. M. Implementing word of mouth marketing; New Jersey: Wiley. 2010.
17. Chan Y. Ngai E. Conceptualising Electronic Word of Mouth Activity an Input-Process-Output Perspective. Marketing Intelligence & Planning, 29(5), 488-516. 2011.
18. Christy M.K. Ch. Dimple R. Th. The impact of electronic word-ofmouth communication: A literature analysis and integrative model. Journal of Decision Support Systems, DECSUP-12118; No of Pages 10. 20102.
19. Cruz D. Fill C. Evaluating Viral Marketing: Isolationg the Key Criteria. Marketing Intelligence & Planning, 26(7), 743-758. 2008.
20. Datta P. R. Chowdhury D. N. Chakaraborty B.R. Viral marketing: new form of word of mouth through internet. The business review, Vol. 3, No. 2, pp. 69-75. 2005.
21. Davis A. Khazanchi D. An Empirical Study of Online Word of Mouth as a Predictor for Multi-Product Category E-commerce Sales. Electronic Markets, 18(2), 130-141. 2008.
22. Dellarocas C The digitization of word of mouth: promise and challenges of online feedback mechanisms, management science 49(10) 1407-1424. 2003.
23. Dobele A. Toleman D. Beverland M. Controlled Infection! Spreading the Brand Message Through Viral marketing. Bussiness Horizons, 48(1), 143-149. 2005.
24. Domingos P. Mining Social Networks for Viral Marketing, Department of Computer Science and Engineering, University of Washington. 2013.
25. East R. Hammond K. & Lomax W. Measuring the impact of positive and negative word of mouth on brand purchase probability, Intern. Jornal of Research in Marketing, 25, 215–224. 2008.
26. Fang Bin Ye. Qiang, Kucukusta Deniz, Law Rob. Analysis of the perceived value of online tourism reviews: Influence of readability and reviewer characteristics, Tourism Management, Volume 52, February 2016, Pages 498-506. 2016.
27. Ferguson R. Word of Mouth and Viral Marketing: Taking the Temperature of the Hottest Trends in Marketing. Journal of Consumer Marketing, 25(3), 179-192. 2008.
28. Gil R. Bravo E. Fraj A. Martinez Salinas E. Family as a source of consumer-based brand equity. Journal of Product & Brand Management, Vol. 16, No. 3, pp. 188–199. 2007.
29. Hadija Z. Barnes S. Hair N. Why we ignore social networking advertising? Emerald Group Publishing Limited, vol. 15 No. 01. 2012.
30. Harrison-Walker J.L. The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and customer Commitment as Potential Antecedents. Journal of Service Research, 60(4), 60-75. 2001.
31. Hawkins D. I. R Coney K. A Consumer behavior: Building marketing strategy. (9 Ed), Boston: McGraw-Hill. 2004.
32. Helm S. Viral Marketing - Establishing Customer Relationships by: Wordof- mouse. Electronic Markets, 10(3), 158 -161. 2001.
33. Ho J. Y. Dempsey M. Viral marketing:Motivations to forward online content. Journal of Business Research, 63(1), 1000-1006. 2010.
34. Huang C.C. Lin T.C. Lin K.J. Factors affecting pass-along email intention(PAEIs): Integrationg the social capital and social cognition theories. Electronic Commerce Research and Application, 8(1), 160-169. 2009.
35. Jafarpishe K. Secrets of branding: Key in building and brand management: Amoukhteh. 2012.
36. Jalilvand M. Samiei N. The Effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Journal of Marketing Intelligence & Planning, 30(4), 5–5. 20120
37. Jason Q. Zh. Georgiana C. Dongwoo Sh. When does electronic word-of-mouth matter? A study of consumer product reviews. Journal of Business Research, 63, 1336–1341. 2010.
38. Jeong E.& Jang S. Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations. International Journal of Hospitality Management, 30, 356–366. 2011
39. Kaplan A. M. Haenlein M. Two Hearts in Three-quarter Time: How to Waltz the Social Media. Viral Marketing Dance. business Horizons, 54(1), 253-263. 2011.
40. Keller K. Lehmann D. Brands and Branding: Research Findings and Future Priorities. Marketing Science, 25(1), 740–759. 2004.
41. Kietzmann J. H. Canhoto A. Bittersweet! Understanding and Managing Electronic Word of Mouth. Journal of Public Affairs, 13, (2): 146-159. 2013.
42. Kirby J. Marsden P. Connected Marketing, The Viral, Buzz and Word of Mouth Revolution. Bodmin: Elsevier Ltd. 2006.
43. Kirkpatrick D. Roth D. Why there’s no escaping the blog. Fortune, January 10, 44–50. 2005.
44. Crawford, S. Harms R. Fink M. Entrepreneurial Marketing: Moving beyond Marketing in New Ventures. International Journal of Entrepreneurship and Innovation Management, 11(1), 98-111. 2009.
45. Lai C. S. Hsu H. C. Gender Attitude on Web Advertisement: A Study in Taiwan. Web Journal of Chinese Management Review. Vol. 13. No 3. 2010.
46. Lassar W. Mittal B. Sharma A. Measuring Customer-Based Brand Equity. Journal of Consumer Marketing, vol.12 No.4, pp. 11-19. 1995.
47. Lazarsfeld P. Merton R. K. Friendship as a social process: A substantive and methodological analysis. In Freedom and control in modern society, ed. Morrie Berger, Theodore Abel, and Charles H. Page, 18-66. New York: Van No strand. 1954.
48. Lee J. Lee J. N. Shin H. The long tail or the short tail: the category specific eWOM on sale distribution. Decision Support Systems 51,466-479. 2011.
49. Mangold W.G. Faulds D.J. Social media: the new hybrid element of the promotion mix. Business Horizons, 52(4), pp. 301–360. 2009.
50. Mansour I. Factors affecting consumer′s intention to accept mobile advertising in Sudan. Journal of Management Studies, 5(1). 2012.
51. Mishra A. Maheswarappa S. S. Maity M. Samu S. Adolescent's eWOM intentions: An investigation into the roles of peers, the Internet and gender. Journal of Business Research. 2017.
52. Park D. Lee J. eWOM overload and its effect on consumer behavioral intention depending on consumer involvement. Electronic Commerce Research and Applications, 7, 386–398. 2008.
53. Ravi S. Sh. Tushar P. The impact of electronic word-of-mouth in the distribution of digital goods, Weblog, 8(1). 2011.
54. Riegner C. Word of mouth on the web: the impact of web 2.0 on consumer purchase decisions. Journal of Advertising Research, 47(4), 436-47. 2007.
55. Stephen W. L. Ronald E.G. B. Electronic word-of-mouth in hospitality and tourism management. Journal of Tourism Management, 29, 458–468. 2008.
56. Thomas W. G. Talai O. Andrew J. C. eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59, 449–456. 2006.
57. Woerndl M. Papagiannidis S. Bourlakis M. Li F. Internet-induced marketing techniques: Critical factors in viral marketing campaigns. Int. Journal of Business Science and Applied Management, Vol. 3, No. 1, pp.33-45. 2008.
58. Yang T. Andrew, Dan J. Kim, and Vishal Dhalwani. Social Networking as a New Trend in e-Marketing. Houston, Texas, USA, 2008.
59. Zhang Z. Ye. Q. Law R. Li Y. The impact of e-word-of-mouth on the online popularity of restaurants: A comparison of consumer reviews and editor reviews. International Journal of Hospitality Management, 29, 694-70. 2010.
60. Zhang, J. Q. Georgiana C. Dongwoo Sh. When Does Electronic Word-of-Mouth Matter? A Study of Online Consumer Product Reviews. Journal of Business Research, 63 (12), 1336-1341. 2010.
61. Kotler Ph. Kotler on Marketing: How to Create, Win, and Dominate Markets. free press, New York, 1999.
62. Rodgers S. Thorson E. The Interactive Advertising Model: How Users Perceive and Process Online Ads. Journal of Interactive Advertising.1 (1): 41-60. 2010.
63. Lages L. The STEP Scale: A Measure of Short-Term Export Performance Improvement. Journal of International Marketing, 12(1): 36-56. 2004.
64. Megdadi Y. Nusair T. Factors influencing advertising message value by mobile marketing among Jordanian users: Empirical study. European Journal of Economics, Finance and Administrative Sciences, (31): 1450- 2275. 2011.
65. Feick L.F. Price L.L. The market maven: a diffuser of marketplace information. Journal of Marketing, 51(1), pp. 83–97. 1987.
66. Wortman J. Viral Marketing and the Diffusion of Trends on Social Networks Technical Report MS-CIS-08-19. May 15, 2008, Pennsylvania.
67. Sun Y. Lim K. Jiang C. sun J. Do males and females think in the same way? An empirical investigation on the gender differences in the web advertising evolution. Journal of Computers in Human Behavior, 26(6):1614-1625. 2010.
68. Litvin S. W. Goldsmith R. E. Pan B. Electronic word-of-mouth in hospitality and tourism management. Tourism management, 29(3), 458-468. 2008.
69. Aaker D. A. Managing Brand Equity: Capitilizing on the value of brand name. The Free Press, New York, NY. 1991.
70. Shaemei A. Barary M. Control center and communication between consumers. NISCA OF COMMERCIAL MANAGEMENT. 101-114, (8), 3. 2010.
71. Dobele A. Toleman D. Beverland M. Controlled Infection! Spreading the Brand Message Through Viral marketing. Bussiness Horizons, 48(1), 143-149. 2005.
72. Datta P. R. Chowdhury D. N. Chakaraborty B.R. Viral marketing: new form of word of mouth through internet. The business review, Vol. 3, No. 2, pp. 69-75. 2005.
73. Woerndl M. Papagiannidis S. Bourlakis M. Li F. Internet-induced Marketing Techniques: Critical Factors in Viral Marketing Campaigns. International Journal of Business Science and Applied Management, 3(1), 33-45. 2008.
74. Bonn et al. (2010) Reviewing the factors influencing the attitude towards mobile advertising.
75. Sencal and Nantel (2004) also showed that online product recommendations are effective on online consumer choices
76. Travv (2004) also defines viral marketing as any comment about corporate products or services that is widely available through the Internet.
2. Jalilvand M. Ebrahimi A. The effect of word-of-mouth communication on the purchase of domestic automobiles (Samand Vehicle Case Study Iran Khodro Co.). Commercial Management Journal, 3 (9), 57-70. 2011.
3. Jalilian, H. Mijani M. Marketing through social networks. Allameh Tabataba'i University. Tehran. 2010.
4. Radmehr R. Rezaei Dolatabadi H Shallikar M. Evaluating word-of-mouth propaganda in tourism management. The first international conference on Tourism Management and Sustainable Development. 2010.
5. Feyz D. Shafiee Nikabadi M. Maleki F. Investigating the Effects of Tendencies Using Online Social Networks on Brand Performance by Investigating the Role of the Mediator on Customers' Brand Branding. Journal of Research in New Marketing Research, Vol. 5, No. 55-53, pp. 18, pp. 68. 2014.
6. Keshtgari, M. Khajehpour, S. the empirical study of motivators of mobile ad acceptance in Iran. The first conference on mobile value-added services in Iran, Tehran, Center for Technology Studies at Sharif University of Technology. 2009.
7. Aaker D. A. Managing Brand Equity: Capitilizing on the value of brand name. The Free Press, New York, NY. 1991.
8. Amen, U. Consumer Attitude towards Mobile Advertising, Interdisciplinary. Journal of Contemporary Research in Business, 2(3). 2010.
9. Ardndt J. Role of product related conversations in diffusion of a new product. Journal of marketing research, Vol.4, No. 3, pp. 291-295. 1967.
10. Atilgan E. Aksoy S. Akinci S. Determinants of the brand equity. A verification approach in the beverage industry in Turkey. Journal of Marketing Intelligence and Planning, Vol. 23, No. 3, pp. 237-48. 2005.
11. Bambauer-Sachse S. Mangold S. Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer ServicesI, 18, 38–45. 2010.
12. Bickart B. Schindler R. M. Internet forums as influential sources of consumer information. Journal of Interact Market 15(3), 31–40. 2001.
13. Brettel M. Spiker-Attig A. Online advertising effectivnes ،across cultural comparison. Journal of research in interactive marketing, 4(3), 176-196. 2010.
14. Brown J. Broderick A. Lee N. Word of Mouth Communication within Online Communities: Conceptualizing the Online Social Network. Journal of Interactive Marketing, 21(3), 2–20. 2007.
15. Buttle F. A. Word of Mouth: Understanding and Managing Referral Marketing. Journal of Strategic Marketing, 6(3), 241-254. 1998.
16. Cakim I. M. Implementing word of mouth marketing; New Jersey: Wiley. 2010.
17. Chan Y. Ngai E. Conceptualising Electronic Word of Mouth Activity an Input-Process-Output Perspective. Marketing Intelligence & Planning, 29(5), 488-516. 2011.
18. Christy M.K. Ch. Dimple R. Th. The impact of electronic word-ofmouth communication: A literature analysis and integrative model. Journal of Decision Support Systems, DECSUP-12118; No of Pages 10. 20102.
19. Cruz D. Fill C. Evaluating Viral Marketing: Isolationg the Key Criteria. Marketing Intelligence & Planning, 26(7), 743-758. 2008.
20. Datta P. R. Chowdhury D. N. Chakaraborty B.R. Viral marketing: new form of word of mouth through internet. The business review, Vol. 3, No. 2, pp. 69-75. 2005.
21. Davis A. Khazanchi D. An Empirical Study of Online Word of Mouth as a Predictor for Multi-Product Category E-commerce Sales. Electronic Markets, 18(2), 130-141. 2008.
22. Dellarocas C The digitization of word of mouth: promise and challenges of online feedback mechanisms, management science 49(10) 1407-1424. 2003.
23. Dobele A. Toleman D. Beverland M. Controlled Infection! Spreading the Brand Message Through Viral marketing. Bussiness Horizons, 48(1), 143-149. 2005.
24. Domingos P. Mining Social Networks for Viral Marketing, Department of Computer Science and Engineering, University of Washington. 2013.
25. East R. Hammond K. & Lomax W. Measuring the impact of positive and negative word of mouth on brand purchase probability, Intern. Jornal of Research in Marketing, 25, 215–224. 2008.
26. Fang Bin Ye. Qiang, Kucukusta Deniz, Law Rob. Analysis of the perceived value of online tourism reviews: Influence of readability and reviewer characteristics, Tourism Management, Volume 52, February 2016, Pages 498-506. 2016.
27. Ferguson R. Word of Mouth and Viral Marketing: Taking the Temperature of the Hottest Trends in Marketing. Journal of Consumer Marketing, 25(3), 179-192. 2008.
28. Gil R. Bravo E. Fraj A. Martinez Salinas E. Family as a source of consumer-based brand equity. Journal of Product & Brand Management, Vol. 16, No. 3, pp. 188–199. 2007.
29. Hadija Z. Barnes S. Hair N. Why we ignore social networking advertising? Emerald Group Publishing Limited, vol. 15 No. 01. 2012.
30. Harrison-Walker J.L. The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and customer Commitment as Potential Antecedents. Journal of Service Research, 60(4), 60-75. 2001.
31. Hawkins D. I. R Coney K. A Consumer behavior: Building marketing strategy. (9 Ed), Boston: McGraw-Hill. 2004.
32. Helm S. Viral Marketing - Establishing Customer Relationships by: Wordof- mouse. Electronic Markets, 10(3), 158 -161. 2001.
33. Ho J. Y. Dempsey M. Viral marketing:Motivations to forward online content. Journal of Business Research, 63(1), 1000-1006. 2010.
34. Huang C.C. Lin T.C. Lin K.J. Factors affecting pass-along email intention(PAEIs): Integrationg the social capital and social cognition theories. Electronic Commerce Research and Application, 8(1), 160-169. 2009.
35. Jafarpishe K. Secrets of branding: Key in building and brand management: Amoukhteh. 2012.
36. Jalilvand M. Samiei N. The Effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Journal of Marketing Intelligence & Planning, 30(4), 5–5. 20120
37. Jason Q. Zh. Georgiana C. Dongwoo Sh. When does electronic word-of-mouth matter? A study of consumer product reviews. Journal of Business Research, 63, 1336–1341. 2010.
38. Jeong E.& Jang S. Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations. International Journal of Hospitality Management, 30, 356–366. 2011
39. Kaplan A. M. Haenlein M. Two Hearts in Three-quarter Time: How to Waltz the Social Media. Viral Marketing Dance. business Horizons, 54(1), 253-263. 2011.
40. Keller K. Lehmann D. Brands and Branding: Research Findings and Future Priorities. Marketing Science, 25(1), 740–759. 2004.
41. Kietzmann J. H. Canhoto A. Bittersweet! Understanding and Managing Electronic Word of Mouth. Journal of Public Affairs, 13, (2): 146-159. 2013.
42. Kirby J. Marsden P. Connected Marketing, The Viral, Buzz and Word of Mouth Revolution. Bodmin: Elsevier Ltd. 2006.
43. Kirkpatrick D. Roth D. Why there’s no escaping the blog. Fortune, January 10, 44–50. 2005.
44. Crawford, S. Harms R. Fink M. Entrepreneurial Marketing: Moving beyond Marketing in New Ventures. International Journal of Entrepreneurship and Innovation Management, 11(1), 98-111. 2009.
45. Lai C. S. Hsu H. C. Gender Attitude on Web Advertisement: A Study in Taiwan. Web Journal of Chinese Management Review. Vol. 13. No 3. 2010.
46. Lassar W. Mittal B. Sharma A. Measuring Customer-Based Brand Equity. Journal of Consumer Marketing, vol.12 No.4, pp. 11-19. 1995.
47. Lazarsfeld P. Merton R. K. Friendship as a social process: A substantive and methodological analysis. In Freedom and control in modern society, ed. Morrie Berger, Theodore Abel, and Charles H. Page, 18-66. New York: Van No strand. 1954.
48. Lee J. Lee J. N. Shin H. The long tail or the short tail: the category specific eWOM on sale distribution. Decision Support Systems 51,466-479. 2011.
49. Mangold W.G. Faulds D.J. Social media: the new hybrid element of the promotion mix. Business Horizons, 52(4), pp. 301–360. 2009.
50. Mansour I. Factors affecting consumer′s intention to accept mobile advertising in Sudan. Journal of Management Studies, 5(1). 2012.
51. Mishra A. Maheswarappa S. S. Maity M. Samu S. Adolescent's eWOM intentions: An investigation into the roles of peers, the Internet and gender. Journal of Business Research. 2017.
52. Park D. Lee J. eWOM overload and its effect on consumer behavioral intention depending on consumer involvement. Electronic Commerce Research and Applications, 7, 386–398. 2008.
53. Ravi S. Sh. Tushar P. The impact of electronic word-of-mouth in the distribution of digital goods, Weblog, 8(1). 2011.
54. Riegner C. Word of mouth on the web: the impact of web 2.0 on consumer purchase decisions. Journal of Advertising Research, 47(4), 436-47. 2007.
55. Stephen W. L. Ronald E.G. B. Electronic word-of-mouth in hospitality and tourism management. Journal of Tourism Management, 29, 458–468. 2008.
56. Thomas W. G. Talai O. Andrew J. C. eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59, 449–456. 2006.
57. Woerndl M. Papagiannidis S. Bourlakis M. Li F. Internet-induced marketing techniques: Critical factors in viral marketing campaigns. Int. Journal of Business Science and Applied Management, Vol. 3, No. 1, pp.33-45. 2008.
58. Yang T. Andrew, Dan J. Kim, and Vishal Dhalwani. Social Networking as a New Trend in e-Marketing. Houston, Texas, USA, 2008.
59. Zhang Z. Ye. Q. Law R. Li Y. The impact of e-word-of-mouth on the online popularity of restaurants: A comparison of consumer reviews and editor reviews. International Journal of Hospitality Management, 29, 694-70. 2010.
60. Zhang, J. Q. Georgiana C. Dongwoo Sh. When Does Electronic Word-of-Mouth Matter? A Study of Online Consumer Product Reviews. Journal of Business Research, 63 (12), 1336-1341. 2010.
61. Kotler Ph. Kotler on Marketing: How to Create, Win, and Dominate Markets. free press, New York, 1999.
62. Rodgers S. Thorson E. The Interactive Advertising Model: How Users Perceive and Process Online Ads. Journal of Interactive Advertising.1 (1): 41-60. 2010.
63. Lages L. The STEP Scale: A Measure of Short-Term Export Performance Improvement. Journal of International Marketing, 12(1): 36-56. 2004.
64. Megdadi Y. Nusair T. Factors influencing advertising message value by mobile marketing among Jordanian users: Empirical study. European Journal of Economics, Finance and Administrative Sciences, (31): 1450- 2275. 2011.
65. Feick L.F. Price L.L. The market maven: a diffuser of marketplace information. Journal of Marketing, 51(1), pp. 83–97. 1987.
66. Wortman J. Viral Marketing and the Diffusion of Trends on Social Networks Technical Report MS-CIS-08-19. May 15, 2008, Pennsylvania.
67. Sun Y. Lim K. Jiang C. sun J. Do males and females think in the same way? An empirical investigation on the gender differences in the web advertising evolution. Journal of Computers in Human Behavior, 26(6):1614-1625. 2010.
68. Litvin S. W. Goldsmith R. E. Pan B. Electronic word-of-mouth in hospitality and tourism management. Tourism management, 29(3), 458-468. 2008.
69. Aaker D. A. Managing Brand Equity: Capitilizing on the value of brand name. The Free Press, New York, NY. 1991.
70. Shaemei A. Barary M. Control center and communication between consumers. NISCA OF COMMERCIAL MANAGEMENT. 101-114, (8), 3. 2010.
71. Dobele A. Toleman D. Beverland M. Controlled Infection! Spreading the Brand Message Through Viral marketing. Bussiness Horizons, 48(1), 143-149. 2005.
72. Datta P. R. Chowdhury D. N. Chakaraborty B.R. Viral marketing: new form of word of mouth through internet. The business review, Vol. 3, No. 2, pp. 69-75. 2005.
73. Woerndl M. Papagiannidis S. Bourlakis M. Li F. Internet-induced Marketing Techniques: Critical Factors in Viral Marketing Campaigns. International Journal of Business Science and Applied Management, 3(1), 33-45. 2008.
74. Bonn et al. (2010) Reviewing the factors influencing the attitude towards mobile advertising.
75. Sencal and Nantel (2004) also showed that online product recommendations are effective on online consumer choices
76. Travv (2004) also defines viral marketing as any comment about corporate products or services that is widely available through the Internet.
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2020-04-23
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KAFI LALEH, Y. .; BODAGHI KHAJEH NOUBAR, H. .; MOA’TAMENI, A. . IMPORTANCE OF SOCIAL NETWORKS AND WORD OF MOUTH ADVERTISING IN COMMERCE. Gênero & Direito, [S. l.], v. 9, n. 03, 2020. Disponível em: https://periodicos.ufpb.br/ojs/index.php/ged/article/view/51913. Acesso em: 22 dez. 2024.
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