How Can Movieboxz.Com Stimulate

HOW CAN MOVIEBOXZ.COM call down CUSTOMERS TO PROMOTE THEIR WEBSITE THROUGH ONLINE POSITIVE intelligence information OF MOUTH?

Drs. W. de Vries Jr. Pascal Wortel (1796194) & Ron Jansen (1839209) Marketing 3.3 February 2009

Page of discipline 1. Introduction 2. Theoretical background 2.1. Exploring WOM 2.2. Explaining WOM behavior 2.2.1. WOM behavior in an individual consideration 2.2.2. WOM behavior in a relative context 2.2.3. WOM behavior in a retailing context 2.3. Defining eWOM 2.4. Antecedents of eWOM behavior 2.5. Stimulating eWOM: when, where and to whom? 2.5.1. Effectiveness of WOM 2.5.2. Rewarding eWOM 3. expiration & discussion 3.1. Consequences for MOVIEBOXZ.com 4. References 5. Appendix 5.1. Process of providing services 5.2. Definitions for motives of eWOM behavior paginate 2 rascal 3 scalawag 3 rascal 5 paginate 6 rogue 7 page 8 page 9 page 10 page 11 page 11 page 12 page 14 page 15 page 16 page 18 page 18 page 18

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HOW CAN MOVIEBOXZ.COM STIMULATE CUSTOMERS TO PROMOTE THEIR WEBSITE THROUGH ONLINE POSITIVE WORD OF MOUTH?
papa WORTEL & RON JANSEN, FEBRUARY 2009 1. INTRODUCTION Word of Mouth (WOM) is considered as a glib-tongued marketing tool to influence customer decision making processes.



Several studies proved the powerful influence of WOM communications on human behavior and decision making (in article of Brown, Broderick & leeward (2007): Cox, 1963; Brown & Reingen 1987; Money, Gilly & Graham, 1998; Silverman, 2001). For example it is showed that 50% of switching behavior between service providers is stimulated by WOM communications (in article East, Hammond & Lomax (2008): Keaveney, 1995). besides that, it has been proved that 67% of sales of consumer goods are driven by WOM communications (in article Liu (2006): Taylor, 2003). A report from Forrester shows that nearly 50% of young Internet surfers purchasing entertainment goods, like videodisk’s, games and movies, based on WOM communications (in article Godes & Mayzlin (2004): Forrester Research 2000). some other study proved that...If you want to get a unspoilt essay, order it on our website: Orderessay



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