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Antecedents of positive wordofmouth on social media: Guidelines for relationship marketing,Used
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Satisfaction is one of the most important aspect of relationship marketing as well as the main trigger of positive wordofmouth which shows that positive wordofmouth is a sign of successful relationship marketing. So if it is possible to map the antecedents of positive wordofmouth it is also possible to guideline relationship marketing. Wordofmouth has been recognized as the least understood marketing strategy but the most effective. Attempts to investigate wordofmouth behavior have mainly been made in a marketing world untouched by Internet. The possibilities to measure wordofmouth has historically been low but Internet has a great impact on both the reach of wordofmouth and enhances the possibility to measure it. Earlier studies are not written with a purpose to find antecedents of wordofmouth that are operable for managers and are not specifically written with online wordofmouth on social media in mind. That is what this book contributes with. This book is mainly written for managers in the retail industry. It also contributes with new research findings within the field of relation marketing in general and wordofmouth on social media particularly.
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