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Research on Elements and Application of Word of Mouth Communication of Enterprises

Author: ZhouYongBo
Tutor: ChenBo
School: Nanchang University
Course: Communication
Keywords: word-of-mouth spread the spread of elements persuasion
CLC: F713.50
Type: Master's thesis
Year: 2008
Downloads: 291
Quote: 2
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Abstract


The fierce competition of market economy brought the Chinese media groups. In the "information explosion" of society, direct-to-business advertising and consumer promotions, and other marketing communications more and more difficult to get people’ s attention and trust. However, it is becoming a word-of-mouth spread the impact of existing or potential consumers of goods, services or brands to make the decision to buy one of the main sources of information. And even more concern is that with the advances in technology, in particular, is the popularity of the Internet for the spread of word-of-mouth to provide an unprecedented broad platform.Communication and will spread word-of-mouth perspective on the process for each of the elements of the final results of the impact of word-of-mouth .Finally, in accordance with the above-mentioned analysis of how to guide and control the spread of word-of-mouth initiatives put forward his own views.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Market > Marketing
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