Mobile word of mouth (MWOM) in messaging applications: An integrative framework of the impact of MWOM communication
Journal Title: International Journal of Applied Business and Management Studies - Year 2017, Vol 2, Issue 1
Abstract
Electronic word of mouth simply refers to brand-related conversations between consumers, and it has been considered as one of the most helpful information sources. The advent of mobile messaging applications (e.g. WhatsApp, Viber, Line) has freely and easily allowed customers to do brand-related conversations usingtheir smartphones, which is called mobile word of mouth (MWOM). The aim of this research is to develop an integrative framework of the impact of MWOM communication among consumers. To do this, we applied five well-establiesdrobust marketing and information systems theories: Theory of Reasoned Action, Theory of Planned Behaviour, Technology Acceptance Model, Information Adoption Model, and Information Acceptance Model. The framework developed in this study provides an important foundation for future MWOM research work.
Authors and Affiliations
Keywords
Related Articles
- EP ID EP200958
- DOI -
- Views 77
- Downloads 0
Impact of Organizational Culture on the Pakistani Hotels Workforce's Job Satisfaction: Qualitative Report
The influence of organizational culture on the level of job satisfaction depends on the ability to cope up with the stress and working environment. This investigation tackle the purpose of Denison’s prototypical for sear...
Do causes and consequences of stress affect genders differently at operational level? Comparison of the IT sectors in the UK and Pakistan
The aim is examining the variation in causes and consequences of stress among contrasting gender in I.T sector of Karachi (Pakistan) and London (UK). The potential impact of stressors on the organisational commitment of...
The Mediating Role of Job Satisfaction between Transformational Leadership and Organizational Commitment within the SMEs of Karachi
The mediating role of job satisfaction between transformational leadership style and the organizational commitment within the SMEs in Karachi is the aim of this study. The correlation between variables is explored throug...
The Impact of Various Economic Factors in accessing Finance within the Business Sector: Cases from UK Financial Services Companies
This paper investigates the impact of various econmic factors such as inflation, interest rate, financial crises, and government regulations on the access to finance in the business sector specifically considering the fi...
Job satisfaction and organizational commitment under Traditional and Modern T&D program: Evidence from Public Banking Sector of Pakistan
This article investigates the impact of traditional and modern training programs on the overall performance and commitment to employees in public banking sector of Pakistan. Additionally, the study examines the relations...