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SOCIAL OR TRADITIONAL WOM: AN INVESTIGATION OF SUCCESSFUL BRAND EXTENSION RECOMMENDATION METHOD FOR PURCHASE DECISIONS |
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| รหัสดีโอไอ | |
| Creator | Yasser Ali Baeshen |
| Title | SOCIAL OR TRADITIONAL WOM: AN INVESTIGATION OF SUCCESSFUL BRAND EXTENSION RECOMMENDATION METHOD FOR PURCHASE DECISIONS |
| Contributor | - |
| Publisher | TuEngr Group |
| Publication Year | 2563 |
| Journal Title | International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies |
| Journal Vol. | 11 |
| Journal No. | 11 |
| Page no. | 11A11O: 1-11 |
| Keyword | Social media Word of Mouth (SWOM), eWOM, Word-of-Mouth, Brand extension strategy, Brand extension success, Consumer attention, Digital marketing, Consumer purchase decision. |
| URL Website | http://TuEngr.com/Vol11_11.html |
| Website title | ITJEMAST V11(11) 2020 @ TuEngr.com |
| ISSN | 2228-9860 |
| Abstract | This study is based on a survey conducted among 200 individuals whose opinions regarding social media word of mouth (SWOM) and word-of-mouth (WOM) marketing techniques were analyzed. It has been concluded that customers rely more on social media WOM to make purchase decisions as compared to traditional WOM. Therefore, marketing effort for brand extension success should be made on Social networks. These results came through a survey methodology where the response of 200 participants was analyzed through t-test statistical analysis using SPSS software. In this developing era of business and technology, the way businesses promote and sell their products and services has drastically experienced a shift that is triggered by the shift in customer's reliance on internet for gaining information. SWOM has replaced word-of-mouth promotion and has been attracting more of consumer attention thus helping both businesses and their customers to make more satisfying choices. |
