Article English OPEN
Ana Raluca CHIOSA (2014)
  • Publisher: Romanian Foundation for Business Intelligence
  • Journal: SEA: Practical Application of Science, issue 6 December, pages 37-42 (issn: 2360-2554)
  • Subject: Brand engagement | A | Word-of-mouth, Social media, Brand engagement | Social media | Word-of-mouth | General Works
    • jel: jel:M31

Through the access to information, the Internet has transformed people lifestyle, their preference for products, how they relate to brands. Perceived as an open space, without limitation, social media has become the main channel for expression of word-of-mouth, with both positive and negative effects. Thus The Internet has allowed the development of WOM, making it contemporary in our technological world. This paper examines the motives for adopting WOM behavior, forms of WOM, the WOM model and principles, directions of WOM research. Brand engagement has made consumers more powerful in terms of requirements and evaluation of product/brand, more demanding and impatient in brand communication and market response.
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