TAILIEUCHUNG - Expanding the horizon of marketing: contemplating the synergy of both traditional word of mouth and e-word of mouth

Opinions by other consumers influences considerably on consumers’ buying decisions as well as on post-purchase product perceptions. This is called word of mouth (WOM) and it is assumed to be more efficient than conventional marketing tools like advertising and personal selling. | Expanding the horizon of marketing contemplating the synergy of both traditional word of mouth and e-word of mouth International Journal of Management IJM Volume 8 Issue 3 May June 2017 212 Article ID IJM_08_03_023 Available online at http ijm JType IJM amp VType 8 amp IType 3 Journal Impact Factor 2016 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication EXPANDING THE HORIZON OF MARKETING CONTEMPLATING THE SYNERGY OF BOTH TRADITIONAL WORD OF MOUTH AND E- WORD OF MOUTH Dr. Rajesh Singh Kumabam Post Doctorate Fellow ICSSR in Manipur Institute of Management Studies MIMS Manipur University A Central University Imphal-795003 India Dr. Ch. Ibohal Meitei Dr. Ch. Ibohal Meitei is Professor in Manipur Institute of Management Studies MIMS Manipur University A Central University Imphal-795003 India Dr. Seram Sureshkumar Singh Guest Faculty in Centre for Entrepreneurship and Skill Development CESD Manipur University A Central University Imphal-795003 India Thokchom Pratap Singh Faculty in Ibemhal IAS Academy Imphal-795001 India ABSTRACT Opinions by other consumers influences considerably on consumers buying decisions as well as on post-purchase product perceptions. This is called word of mouth WOM and it is assumed to be more efficient than conventional marketing tools like advertising and personal selling. With the dawn of the Internet major changes to the way consumers express their opinions about product or services have seen a sea change. Customers can now interact with other consumers via social media e-mail instant messaging homepages blogs forums online communities chat rooms and review sites. Such interactions now commonly known as electronic WOM eWOM also influence consumer behavior. The Internet s accessibility reach and transparency have empowered marketers in influencing consumers. There is also need for understanding to what extent e-WOM is similar or different from offline .

• Marketing - Bán hàng
• Consumer’s buying decisions
• Post purchase product perceptions
• Influence of WOM
• WOM and eWOM
• Word of mouth
• Research factors affecting Hanoi consumers’
• Buying decisions of fashion products
• Decisions of fashion products
• Appropriate business strategies
• Policies to increase fashion
• The mediating role of e word of mouth
• The relationship between content marketing and green purchase intention
• The relationship between content marketing
• Green purchase intention
• E Word of Mouth
• Green Purchasing Intention
• Dissertation summary
• Dissertation summary Business Administration
• Determinants influencing the acceptance
• Electronic word of mouth
• Electronic word of mouth of consumers
• Destination image
• Electronic word of mouth of domestic travelers
• Sa Dec flower village
• Analysis on the relationship
• Relationship between Employee and Customer
• Personal connection
• Exploratory Factor Analysis
• Cronbach Alpha analysis
• Repurchase intention
• Consumers’ satisfaction
• Applying Structural Equation Modeling
• Shopping environments
• Summary of Doctoral thesis
• Business Administration
• Buzz marketing
• Vietnamese purchase intention
• Summary of PhD thesis
• Summary of PhD thesis in Business Administration
• Influences of Electronic word
• Real estate purchase intention
• Trust of repurchase intention
• Satisfaction of repurchase intention
• Effect of repurchase intention to Batavia hospital
• WOM could increase the patience’s awareness
• The medical treatment
• Tạp chí Khoa học và Công nghệ
• Functional food
• Perceived value
• Social networking online purchase
• Marketing in the Connected Age
• Brand experience
• Brand image
• Brand trust
• Brand love
• Brand loyalty
• Emotional intelligence
• Acceptance and forwarding of electronic word of moutt
• A moderated mediation analysis
• Customers' mood on forwarding e WOM
• EWOM elements containing tie strength
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• Consumer’s e loyalty
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• Online shopping in Vietnam
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• Impact of social network
• Quantitative data analysis technique
• Institutional level productivity ranking
• Social media advertising
• Credibility of online reviews
• Argument quality and peripheral cue
• EFA factor analysis
• Multiple linear regression analysis
• Electronic word of mouth adoption
• Digital customer experience
• Indonesian ICT company
• Brand image and supply chain
• Supply chain sustainable performance
• Information Communication and Technology
• Transforming and propelling growth
• LUP and Word of mouth
• Start up India
• Growth story of rural India
• Target of providing electricity