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Word of Mouth and Its Impact on Marketing
ABSTRACT
As a result different aims were drawn; the initial aim of this research is to study the attention
of the customers in word of mouth to power their online purchasing activities. The next aim
is to analyse the people influenced by interest of word of mouth. The following aim is to
examine the marketing behaviour bearing in mind the internet progress and word of mouth,
their consideration for word of mouth marketing.
In the form of research questions the aims of study are:
How community utilizes and multiplies word of mouth information about online
purchasing experience?
How communities perceive word of mouth marketing?
How marketers take word of mouth phenomenon and how they handle it?
INTRODUCTION
Exact from the start, humans have constantly communicated with each other, sharing and
talking about everything, everywhere any time. In this mode, it is really easy to share point of
views, experiences, disagreements, or constant advices and to build up informal
communications. Therefore, people can easily explain their last experience without any
trouble and give their experience about the product, the website, the eminence of the service
etc. The past thirty years have seen the fast progress of the Internet and the different way to
communicate with each other building sharing of information easier and more efficient.
Within a high-speed moving globe and in our modern customer society, where everything is
altering rapidly, where products and services are fast becoming out of date, and where firms
suggest to the customers an ever more diverse collection of products and services, customers
need to face the brutal competition that engages companies to magnetize customers.
Consumer buying behavior is becoming more observant what they buy. (Lange& Elliot,
2012). Even if most of the time they will license the cheapest ones with the top quality, it is
not actually simple to be sure that it is the good one. People gather concerning information
and opinions about product from people before purchasing. (Attia et al, 2012)
‘’Word-of-mouth is defined as any positive or negative statement made by customers
experiences about a product or company, which is made available to a mass of people and
institutions using the Internet (Hennig- et .al. 2004). Word of Mouth (WOM) can also be
clear as the method of communication between two noncommercial people and without
benefit in the business they are talking about (Taylor et. al, 2012)
Following consuming the product, more and more consumers are keen to response, creating
an exchange of information between consumers and increasing more and more the Word-of-
Mouth fact. Appreciation to the Internet, consumers have the widest likely cause of
information to be successful in this way. A bundle of blogs, forums and social networking
websites in the World Wide Web present customers the means of getting and sharing this
kind of information (Chu & Kim, 2011). Thus, the Word-of-Mouth trend developed firstly
through Face-to-face communication's way is now also available by means of all the
technologies together with the Internet, most important consumers to the e-Word-of Mouth
trend (Fakharyan&Elyasi, 2012). The Internet enhanced the technique to be in touch with
people around you or around the world. Online word-of-mouth became more admired with
better use of online social network tools such as Facebook, MySpace, and Twitter.
Communication vehicles such as face-to-face connections, phones, mobile devices, and even
e-mails are replaced by social networks (Ho, J. Y., & Dempsey 2010).
Marketing is a significant division of the companies' strategies. These strategies are more and
more inventive and disturbing in people lives. Currently, Word-of-Mouth is also a great
aspect in marketing and more above all in e-Marketing. The diverse tools used by marketers
in order to pass on information to likely customers are present everywhere on the Web, from
advertisements to opinion on blogs or forums. (Hung & Li, 2007). Whether companies like it
or not, people chat online about a variety of products and services. Companies frequently are
not successful in trying to stop public online discussions of their products by limitation the
use of their company names and brands in discussion groups (Huang, J. H., & Chen, Y. F,
2006).WOM also called E-WOM (Electronic Word of Mouth) can be originating in effective
communities: consumer reviews, blogs, forums, and social networks (Yi-Wen Fan & Yi-Feng
Miao 2012). Communal norms or opinions in the effective communities affect approval of
eWOM, mainly between regular internet users (Kozinets, et. al. 2010).
It is ever harder to make a choice to purchase a computer or even a coffee machine. Many
people take friend’s advices and remain alert of all the substitutes given to them. Many
analysts say that the person can make the accurate and stable decision (Ren et al, 2013). Most
persons found that social set-ups have a greater influence on others than themselves, and that
third person influence undesirably on individual’s behavioral aim related to word of mouth
communication (Cengiz& Yayla,2007).. Online word of mouth occurs just among few
people, but a message is sent by people on various discussion platforms where many other
users notice it directly.
Early studies on WOM have shown that it has an important impact on customer decisions
(Allsopet al.2007), and helps to present a good post-purchase wakefulness. Word-of-Mouth
might have different kinds of special effects in the present world. Initially, it could be
optimistic or unconstructive effects. Secondly, it could have an effect on the product, the
brand, the service or even the employees' performance within the company (McGriff, J. A,
2012). Word-of-Mouth's effects might have dissimilar targets. A successful product sharing
could be affected by positive word of mouth and lack of negative word of mouth (Mcgriff, J.
A, 2012). An additional target could be the entrance of a brand in a fresh market. If the brand
has not a good representation by the Word-of-Mouth distribution, it will be really hard for the
company to set off its products and services in this fresh market.
CONCLUSION
Impact of word of mouth on marketing arises due to social media where people see
comments of the people who did shopping from such places. They see whether or not it
would be effective for them to buy such things or not.so marketers become aware of people
choices now and they try to improve or produce better quality,due to customers loyalty.

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Word of Mouth and Its Impact on Marketing

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