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word-of-mouth communication, + why used (3 reasons)
information about products transmitted from individual to individual
-considered reliable and trustworthy
-very powerfull, especially if consumer is not familiar with product category
why used?
-involvement in product
-knowledge about product
-concerne about product - warn
negagive WOM is more powerful then positive WOM
-considered reliable and trustworthy
-very powerfull, especially if consumer is not familiar with product category
why used?
-involvement in product
-knowledge about product
-concerne about product - warn
negagive WOM is more powerful then positive WOM
Karteninfo:
Autor: CoboCards-User
Oberthema: HTW Consumer Behaviour
Thema: Marketing
Schule / Uni: HTW Chur
Ort: Chur
Veröffentlicht: 17.01.2015