Importance of social networks and word of mouth advertising in commerce

AutorYones Kafi Laleh - Hossein Bodaghi Khajeh Noubar - Alireza Moa'tameni
CargoDepartment of Marketing, Tabriz Branch, Islamic Azad University Tabriz, Iran - Department of Marketing, Tabriz Branch, Islamic Azad University Tabriz, Iran - Department of Marketing, Shahid Beheshti University, Iran
Páginas793-820
Periódico do Núcleo de Estudos e Pesquisas sobre Gênero e Direito
Centro de Ciências Jurídicas - Universidade Federal da Paraíba
V. 9 - Nº 03 - Ano 2020 Special Edition
ISSN | 2179-7137 | http://periodicos.ufpb.br/ojs2/index.php/ged/index
793
IMPORTANCE OF SOCIAL NETWORKS AND WORD OF MOUTH
ADVERTISING IN COMMERCE
Dear Yones Kafi Laleh1
Hossein Bodaghi Khajeh Noubar2*
Alireza Moa’tameni3
Abstract: In today's world where
individuals are always affected by
information bombardment, they need
reliable people to give them the right
information to choose the goods they
need, so they can get the best deal in the
shortest time, and these people are
known as thought leaders. Social
networking has created a huge
transformation in business and Internet
marketing. In fact, with the growing use
of social networking, business and
marketing through this mass media has
given fresh impetus to the industry and
has made its customers loyal with new
tools, because these networks are in fact
a powerful tool for organizations aimed
at reaching target audiences. The role of
electronic word of mouth eWOM is
increasing on social networks and sites
these days. eWOM can increase the
popularity of a firm or company.
1Department of Marketing, Tabriz Branch, Islamic Azad University Tabriz, Iran
2Department of Marketing, Tabriz Branch, Islamic Azad University Tabriz, Iran
3Department of Marketing, Shahid Beheshti University, Iran
Customers refer to the views of old or
current customers before purchasing the
goods, which affects the decision making
process. The need for today is to
understand the awareness and
perspectives presented by present
studies, and the early steps associated
with the exploitation of the vast potential
of eWOM are prone to play a key role in
this regard. In order to design a
marketing strategy effectively,
marketing managers should consider, in
addition to the proper use of the WOM's
they should consider the type of the
strategy too, it is suggested that
companies take more customers to gain
higher profits and achieve winning
results to create eWOM Positive
attempts.
Keywords: social networks, word of
mouth advertising, brand, marketing.
Periódico do Núcleo de Estudos e Pesquisas sobre Gênero e Direito
Centro de Ciências Jurídicas - Universidade Federal da Paraíba
V. 9 - Nº 03 - Ano 2020 Special Edition
ISSN | 2179-7137 | http://periodicos.ufpb.br/ojs2/index.php/ged/index
794
1. Introduction
Propaganda is the most
powerful tool in knowing a company,
product, service or thought and vision.
The scope of propaganda is remarkable.
If advertisements are constructive, they
can create an impression in the audience,
even interest them in some way, or at
least to accept and recognize the product
and its trade name [61]. Meanwhile,
although the Internet has provided media
for advertising efficiency, individuals
are seeking to maximize their investment
in this category [62]. With the expanding
mobile devices and e-commerce has
gone beyond the Internet and has been
featured on mobile phones. Proponents
can easily access a large number of users
and communicate with them at a low cost
[63]. In the last few years, mobile phone
technology has grown rapidly, so new
and advanced generations of mobile
phones (smartphones) have emerged. As
a result, the use of all features of the
media, the provision of personalized
advertisements, the provision of timely
ad placement, and timely delivery of
services to the user are provided and the
productivity of advertising messages has
increased. Mobile advertising has a lot of
persistence, they are not immediately
distracted from the viewer's eyes, and
their response rate is higher than that of
the computer or television. The above
items show a high potential for mobile
advertising [64].
Considering the increasing
expansion of virtual networks, it seems
that one of the most effective strategies
to increase customer purchases is
corporate penetration and advertising in
these spaces. Therefore, in recent years,
word of mouth marketing, and especially
electronic word of mouth marketing is of
particular importance in survival.
Companies are looking to attract loyal
customers. Word of mouth marketing is
a communication about the goods and
services of people who do not appear to
be affiliated with a company that
produces goods or services. These
communications may be face-to-face
conversations, either by telephone,
email, mobile phone or by other
communication channels. In an
environment where trust in organizations
and advertisements has been reduced,
word of mouth communication is a way
to achieve a competitive advantage.
Influence on the opinions of other people
for the organizations offering goods and

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