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2.1.2 Word of mouth (WOM) WOM communication is a general concept of interpersonal interaction (Walsh & Mitchell, 2010) and is perceived as an important means for influencing consumer buying decisions (Keller, 2007). In many cases it has been founded that it is more effective than advertising or direct personal sales (East, Hammond, Lomax & Robinson, 2005) mainly because it is perceived to be more credible and flexible (Steffes & Burgee, 2009). More than a decade ago, WOM was defined as “informal, person to person communication between a perceived non-commercial communicator and a receiver regarding a brand, product, organization or a service. (Harrison-Walker, 2001). Consumers ten to engage in WOM communication and share their product or service information, which is typically generated from direct personal experience (Hennig- Thurau, Gwinner, Walsh & Gremier, 2004). 2.1.3 Electronic Word-of-mouth (e-WOM) With the development of Internet technologies, traditional word-of-mouth communication has been extended to electronic media, such as online discussion forums, newsgroups, blogs, review sites and social networking sites. (Li & Du, 2011) Giving consumers new ways to connect with one another, including e-mail, online forums, wikis, recommendation sites and social media. (Hennig-Thurau, Malthouse, Friege & Gensler, 2010) Everyone can share their opinion and experience related to products with complete strangers who are socially and geographically dispersed. (Duan, Gu & Whinston, 2008) This new form of word of mouth, known as electronic word of mouth (e-WOM) has become an important factor in shaping consumer purchase behaviour. (Ibid.) 6PDF Image | Case Study about how Companies Communicate their Brands on Social Media
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