Dynamics of Word of Mouth Marketing in Digital Era

Ziaur Rehman, Muhammad Waqas, Mubeen Abid, Ujala Ehsan, Sikandar Lodhi

Abstract


The objective of this study is to examine the dynamic of word of mouth marketing. The article gives a real examination on the impact that the online communication have on the brands. It additionally explains on how the importance of this medium has extended because of the upgrade in innovative gadgets and web-based social networking. For this purpose a questionnaire based survey was filled by 150 respondents and relation of online communication modes with word of mouth marketing was studied using one way ANOVA using SPSS Software. From the survey results it is concluded that there is direct relation of word of mouth marketing with social network marketing and Buzz marketing, while no significant direct relation was found between word of mouth marketing and Viral marketing and Smartphone usage.


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DOI: https://doi.org/10.5296/ijgs.v3i1.13950

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