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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
How Word of Mouth in Social Media Affects Attitudes Toward Brands
Author(s)
Rozana Haxhialushi, Vjollca Hysi Panajoti
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DOI:10.17265/1537-1514/2018.05.003
Affiliation(s)
University of Tirana, Tirana, Albania
ABSTRACT
People constantly
communicate with each other; they talk and share information about everything. The
Internet provides numerous ways for consumers to share their views,
preferences, or experiences with others and also has
changed the way customers and firms interact. Whether firms like it or not, customers talk about
them in social platforms, blogs, forums so firms have to
carefully evaluate if, how, and when to participate, so that they can take
advantage of word-of-mouth marketing.
Through their growth in online participation, customers generate word-of-mouth marketing that
exerts a great influence over the brands, firms and also over customer’s
attitude toward those brands. Integrating word
of mouth into marketing strategy may be beneficial and
would be consistent with the development of a customer focused
approach to a market. The aim of the paper is to present an overview and
assessment of challenges and opportunities for companies, emerging from the
greater diversity and complexity of word-of-mouth marketing in a new communication era. This paper
adopts a theoretical approach and brings a summary
of empirical findings that reveal the evolution of word-of-mouth marketing, how firms can
generate positive word-of-mouth marketing in social networks, and what is its
impact in customer’s brand attitude.
KEYWORDS
word of mouth, social media, electronic word of mouth, motivations, brand attitude
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