Pregled bibliografske jedinice broj: 982472
Comparison of word-of-mouth and viral marketing channels in marketing communication
Comparison of word-of-mouth and viral marketing channels in marketing communication // 2014 M-sphere book of papers : selected papers presented et 3rd international M-Sphere conference for multidisciplinarity in business and science / Babić Hodović, V. ; Čičić, M. ; Fairer-Wessels, F. ; Hasenauer, R. ; Lesakova, D. ; Ozker, N. A. ; Peručić, D.: Plantić Tadić, D. ; Radonjič, D. ; Seabra, C. ; Sedlak, O. ; Takemura, M. ; Tomašević Lišanin, M. ; Vranešević, T. (ur.).
Zagreb: Accent Press, 2014. str. 279-285 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
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Naslov
Comparison of word-of-mouth and viral marketing channels in marketing communication
(Comparison of Word-of-Mouth and Viral Marketing Channels in Marketing Communication)
Autori
Ivanković, Jadranka ; Brkić, Marija ; Bautović, Mirjana
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
2014 M-sphere book of papers : selected papers presented et 3rd international M-Sphere conference for multidisciplinarity in business and science
/ Babić Hodović, V. ; Čičić, M. ; Fairer-Wessels, F. ; Hasenauer, R. ; Lesakova, D. ; Ozker, N. A. ; Peručić, D.: Plantić Tadić, D. ; Radonjič, D. ; Seabra, C. ; Sedlak, O. ; Takemura, M. ; Tomašević Lišanin, M. ; Vranešević, T. - Zagreb : Accent Press, 2014, 279-285
ISBN
978-953-7930-06-6
Skup
3rd international M-Sphere conference for multidisciplinarity in business and science
Mjesto i datum
Zadar, Hrvatska, 02.10.2014. - 04.10.2014
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
word-of-mouth, marketing communication channels, viral marketing
Sažetak
Companies have recognized the importance of viral marketing that has an increasing role in the marketing world because in this interactive process consumers may easily and quickly connect with companies and other consumers ; they can exchange information about products and have complete freedom in the transfer of experience. On the other hand, companies can directly approach to customers, get feedback regarding their satisfaction and thus create a long-term relationship with them. Regardless of the technology and the internet that change the habits of consumers and strongly influence the buying decision, the effect of word-of-mouth and recommendations of people who are close to the customers will always be significant. The purpose of this paper is to compare the viral marketing and word-of-mouth, two very important marketing communication channels that function very similarly, but at the same time use different techniques to reach out the customers. This paper attempts to compare the impact of viral marketing and word-of-mouth when making decisions about buying and to create awareness of the brand and strengthen the brand image through research.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
