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  • (PDF) Effects of Word-of-Mouth Communication on Consumers . . .
    Our empirical research results presented in this paper revealed that both vividness and usefulness of word of mouth communication message characteristics give positive impact on brand equity
  • Electronic word-of-mouth and consumer purchase intentions in . . .
    In order to further test the reliability of each component table and total table after deleting inappropriate items, we analyzed the reliability of each component table and total table respectively As can be seen from Table 3 , the α value of each variable scale is greater than 0 7
  • The Effect of Word of Mouth Influence on Consumer Purchasing . . .
    word of mouth variable (x) towards the purchasing decision variable (y) The higher the value of the coefficient of determination, the higher the ability of an independent variable (word of mouth) in defining the variations of change on its dependent variable (purchasing decision)
  • An Empirical Investigation of the Impact of Internet Word of . . .
    In this paper, we develop a research model called "IWOM-Purchase Intentions" and use consumer perceived value as a mediating variable to empirically investigate the impact of IWOM on purchase intentions in an e-commerce environment The data was collected by questionnaire survey and analysed by SPSS25 0
  • Word of Mouth and its Impact on Consumer Purchase Decision
    The results obtained indicate that a 20% increase in positive Word of Mouth causes the Purchase Decision Intention to rise by 14 7% We have sufficient evidence to back the theory that Word of
  • An Empirical Study of Word-of-Mouth Generation and Consumption
    Word of mouth (WOM) has been frequently cited as the most effective form of communication in influ-encing consumers This finding dates back to Katz and Lazarsfeld’s seminal study in the 1940s, which found that word of mouth is at least twice as influ-ential as the mass media (Katz and Lazarsfeld 1955, Engel et al 1969, Herr et al 1991)
  • Analyses of Word-of-mouth Communication and its Effect on . . .
    The power and meaning of word-of-mouth is relevant to speaker's relationship with the product or service, satisfaction of speaker will lead to convey messages that are positive about product and service





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