Word-of-Mouth marketing: integrovaný model
Miroslav Karlíček, Ivan Tomek, Miroslav Křížek
"Word-of-Mouth", neboli šíření ústním podáním, označuje neformální diskuse a doporučení vztahující se k produktům a službám. Tyto diskuse a doporučení mají silný dopad na nákupní rozhodování zákazníků. Předkládaná studie proto analyzuje klíčové charakteristiky tohoto fenoménu, a to jak v offline, tak v online prostředí. Analýza má umožnit lepší pochopení toho, jak šíření ústním podáním probíhá a jak může být stimulováno. Analyzované charakteristiky jsou následně integrovány do modelu, který má sloužit jako nástroj k efektivnímu plánování Word-of-Mouth marketingu. Analyzovány jsou rovněž motivy a stimuly k šíření ústním podáním. V závěru jsou popsány vybrané implikace pro marketingovou praxi.
JEL klasifikace: M31
Reference:
[1] Acar, A. S., Polonsky, M. (2007). Online Social Networks and Insights into Marketing Communications. Journal of Internet Commerce, Vol. 6, No. 4, pp 55 - 72.
[2] Brown, J., Broderick, A. J. and Lee, N. (2007). Word of mouth communication within online communities: conceptualizing the online social network. Journal of Interactive Marketing. Vol. 21, No. 3, pp. 2 - 20.
[3] Constantinides, E. and Fountain, S. J. (2008) Web 2.0: Conceptual foundations and marketing issues. Journal of Direct, Data and Digital Marketing Practice, Vol. 9, No. 3, pp. 231 - 244.
[4] Consumers Engaged Via Social Media Are More Likely To Buy, Recommend. Study of Chadwick Martin Bailey and iModerate Research Technologies. [on-line]. 2009 [2010-04-27]. Available at http://www.cmbinfo.com/news/press-center/social-media-release-3-10-10/.
[5] Feed 2009. Razorfish Study. [on-line]. 2009 [2010-04-27]. Available at http://feed.razorfish.com/feed09/the-data/.
[6] Hennig-Thurau, T., Gwinner, K. P., Walsh, G., Gremler, D. (2004). Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? Journal of Interactive Marketing. Vol. 18, No. 1, pp. 38 - 52.
[7] Hennig-Thurau, T., Houston, M. B., Sridhar, S. (2006). Can good marketing carry a bad product? Evidence from the motion picture industry. Marketing Letters. Vol. 17, No. 3, pp 205 - 219.
[8] Inside the Conversations of the Conversation Catalysts. A Special Report by the Keller Fay Group. [on-line]. 2006 [2010-04-23]. Available at http://www.mslworldwide.com/pdf/Conversation%20Catalysts%20executive_summary.pdf.
[9] Karlíček, M. (2010). Media relations with Emphasis on Czech Practice. Acta Oeconomica Pragensia, Vol. 18, No. 2, pp. 64-72.
[10] Lampe, C., Ellison, N., Steinfield, Ch. (2006). A Face(book) in the Crowd: Social Searching vs. Social Browsing. Computer Supported Cooperative Work, pp 167 - 170 or Joinson, A. N. (2008). "Looking at‟, "Looking up‟ or "Keeping up with‟ People? Motives and Uses of Facebook. Conference on Human Factors in Computing Systems, pp 1027-1036.
[11] Merwe, R., Heerden, G. (2009). Finding and utilizing opinion leaders: Social network and the power of relationships. South African Journal of Business Management. Vol. 40, No. 3, pp. 65 - 76.
[12] Outbreak WOMonitor (2007). Internal research from the WOM agency Outbreak.
[13] Rieger, C. (2007). Word of Mouth on the Web: The Impact of Web 2.0 on Consumer Purchase Decisions. Journal of Advertising Research. Vol. 47, No. 4, pp. 436 - 447.
[14] Sen, S. and Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the web. Journal of Interactive Marketing. Vol. 21, No. 4, pp. 76 - 94.
[15] Smith, T., Coyle, J. R., Lightfoot, E., Scott, A. (2007). Reconsidering Models of Influence: The Relationship between Consumer Social Networks and Word-of-Mouth Effectiveness. Journal of Advertising Research. Vol. 47, No. 4, pp. 387-97.
[16] Social Commerce on Facebook, Twitter and Retail Sites. Study of an e-Marketer. [on-line]. 2009 [2010-04-29]. Available at http://www.emarketer.com/Reports/All/Emarketer_2000607.aspx.
[17] Statistics at Facebakers.com. [on-line]. 2009 [2010-04-27]. Available at http://www.facebakers.com/countries-with-facebook/.
[18] Statistics at Facebakers.com. [on-line]. 2009 [2010-04-27]. Available at http://www.facebakers.com/countries-with-facebook/CZ/.
[19] Sundaram, D. S., Mitra, K., Webster, C. (1998). Word-of-Mouth Communications. A Motivational Analysis. Advances in Consumer Research. Vol. 25, pp. 527 - 531.
[20] Taylor, John (2003). "Word of Mouth Is Where It‟s At." Brandweek. (June 2), 26.
[21] The Blogosphere: A-Twitter with Activity. Study of an e-Marketer. [on-line]. 2009 [2010-04-29]. Available at http://www.emarketer.com/Reports/All/Emarketer_2000570.aspx.
[22] Trusov, M., Bodapati, A. V., Bucklin, R. E. (2010). Determining influential users in Internet social networks. Journal of Marketing Research. In Press.
[23] Trusov, M., Bucklin, R. E., Pauwels, K. (2009). Effects of Word-of-Mouth Versus Traditional Marketing: Findings from Internet Social Networking Sites. Journal of Marketing. Vol. 73 (September), pp. 90 - 102.
[24] User-Generated Content: More Popular than Profitable. Study of an e-Marketer. [on-line]. 2009 [2010-04-29]. Available at http://www.emarketer.com/Reports/All/Emarketer_2000549.aspx.
[25] Villanueva, J., Yoo, S., Hanssens, D. M. (2008). The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity Growth. Journal of Marketing Research. Vol. 45 (February), pp. 48 - 59.
[26] Wiedmann, K., Hennigs, N., Langner, S. (2007). Categorizing the Potential and Value of WOM-Referrals: Towards a Comprehensive Typology of Social Influencers. AMA Winter Educators' Conference Proceedings. Vol. 18, pp. 22 - 24.