E WOM Research Papers - Academia.edu (original) (raw)

L’objectif du mémoire est l’identification des traits spécifiques et des apports liés à l’application des outils e-marketing au processus de planification, prise de décision et réalisation de la stratégie marketing de l’entreprise et la découverte des conditions de développement des activités e-marketing à partir de l’étude du marché slovaque en ligne. Le mémoire est divisé en trois parties. Il contient 10 tableaux, 2 graphiques, 8 images et 5 annexes. Le premier chapitre offre une vision complexe des méthodes et outils e-marketing où l’accent est mis à leurs spécifiques et enjeux. Dans le deuxième chapitre, l’auteur essaye d’éclairer les principes de fonctionnement et possibilités d’application des produits e-marketing au niveau du tactique marketing. Troisième chapitre est constitué d’une analyse complète du marché slovaque en ligne et son objectif est d’évaluer le niveau d’adoption des outils e-marketing par les entreprises slovaques et leurs application pendant la communication marketing et étude du marché en ligne. Les résultats de recherche montrent de nombreuses avantages résultantes de l’intégration des tactiques e-marketing dans le processus de prise de décision stratégique, aussi que plusieurs niches du marché média et marketing en ligne en Slovaquie.

- by
- •
- International Marketing, E-Marketing, Online Consumer Behavior, E WOM

In the last few years, the number of Internet users in Indonesia was growing rapidly as many people started to use e-commerce sites. Utilization of C2C e-commerce in particular has a risk that may reduce people interest in online shopping. Of the many factors that may influence online shopping intention, trust becomes the key. This study built a model to explain the purchase intention in the C2C e-commerce environment. In the model, buyer’s trust to the seller is a major factor that influences the purchase intention. Cognitive trust and adoption of e-WOM information is used as a factor that explains how trust is formed. We tested the model by distributing online questionnaires in Kaskus forum, the largest online shopping community in Indonesia. Total 114 valid questionnaire responses were used for analysis. The analysis was conducted using PLS and Smart PLS 2.0 as the tools. Our results showed that trust have a positive and significant effect to the purchase intention. Later it was ...

- by Muhammad Farsha shihab
- •
- Computer Science, Trust, Indonesian Studies, Indonesia

Na indústria da moda, os marketers, estão a adotar novas estratégias onde incluem os blogs e as redes sociais online como uma forma de chegar rápida e eficazmente a novos consumidores e, também, como forma de incentivar as compras recorrentes, reflexo da fidelização de um consumidor a uma determinada marca ou produto. Através da aplicação de um questionário online a 484 participantes foi explorada a influência das comunicações e-WOM nos Social Media, e dos "opinion makers", no processo de decisão de compra, e de fidelização, do consumidor online de produtos da indústria da moda. Os resultados demonstraram que as comunicações do tipo e-WOM, realizadas nos Social Media, através dos "opinion makers" e de outros utilizadores, exercem influência no processo de decisão de compra, e lealdade, online. Por essa razão é recomendável que as marcas incentivem, a comunicação positiva do tipo e-WOM, nas plataformas sociais, quer sobre os seus produtos quer sobre a própria marca, por forma a potenciar uma maior lucratividade e lealdade online.

- by Bráulio Alturas
- •
- E-loyalty, E-Commerce, E WOM, Digital influencers
- by Anshu Rani
- •
- Brand equity, Online Marketing, Internet Marketing, E WOM
- by Tiurniari Purba
- •
- Business, Brand Awareness, Purchase Intention, Perceived Quality
- by Loredana Di Pietro
- •
- E WOM