Football supporters an the negative word of mouth of their rival team's brand

This article has the objective of identifying whether the loyalty for the team has a negative effect on the word of mouth of the rival team’s brand. It has been developed a model based on the works of Fagundes (2013) and Santana and Akel Sobrinho (2010), through the use of Structural Equation Modeling - SEM, which presents three constructions: the identification with the team, the loyalty to the team and the negative word of mouth of the rival’s brand. 528 students from two college were interviewed and it has been identified that the emotional involvement of the supporter with his team reflects on the identification of a supporter by his team (KWON e ARMSTRONG, 2004; KAYNAK, 2008; JORDAN et al., 2014), it is thus formed a loyalty for the team (FUNK and JAMES, 2006). It influences other people in their personal relationships through the negative word of mouth communication.

The impact of online brand community on electronic word-of-mouth communications

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

O declínio e a ascensão da comunicação word-of-mouth

As questões de liderança de opinião tornaram-se um tema cada vez mais interessante na nossa contemporaneidade. Quer se considere, ou não, que os ditos “novos media” provocaram uma revolução na forma como interagimos, o que é inquestionável é o seu papel na forma como somos influenciados e influenciamos, pelo menos, no que às sociedades ditas como desenvolvidas se refere. Partindo do interesse pelo estudo do word-of-mouth eletrónico, esta dissertação pretende contribuir para um melhor conhecimento do Twitter enquanto instrumento de influência. De um ponto de vista empírico este trabalho centrou-se na análise do Twitter de Arianna Huffington e dos seus seguidores no Twitter.

A relação entre satisfação de cliente e word-of-mouth

Dissertação apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.

Effects of obtained benefits on willingness to pay and word-of-mouth behavior in newspaper industry

The purpose of this master’s thesis was to investigate the effects which benefits obtained from reading a newspaper and using its website have on behavioral outcomes such as word-of-mouth behavior and willingness to pay. Several other antecedents of willingness to pay have been used as the control variables. However, their interrelations haven’t been hypothesized. The empirical part focused on a case company – Finnish regional newspaper. Empirical research has been conducted using a quantitative method and data was collected via online survey placed on newspaper’s website during 2010. 1001 responses have been collected. The results showed that benefits obtained both from traditional printed newspaper and from online one have positive effects on the word-of-mouth about this newspaper and its website. However, it has been revealed that benefits obtained from reading the newspaper don’t have effect on the willingness to pay for this newspaper. Additionally, only interpersonal and convenience benefits obtained from using the newspaper’s website influence on the willingness to pay for it. Finally, willingness to pay for the bundle of printed newspaper and its website access is affected positively only by the information/learning benefits obtained from reading the newspaper and by the interpersonal benefits obtained from using the newspaper’s website.

Impact of Word-of-Mouth on consumer decision-making: An information processing perspective in the context of a high-involvement service

This doctoral study conducts an empirical analysis of the impact of Word-of-Mouth (WOM) on marketing-relevant outcomes such as attitudes and consumer choice, during a high-involvement and complex service decision. Due to its importance to decisionmaking, WOM has attracted interest from academia and practitioners for decades. Consumers are known to discuss products and services with one another. These discussions help consumers to form an evaluative opinion, as WOM reduces perceived risk, simplifies complexity, and increases the confidence of consumers in decisionmaking. These discussions are also highly impactful as WOM is a trustworthy source of information, since it is independent from the company or brand. In responding to the calls for more research on what happens after WOM information is received, and how it affects marketing-relevant outcomes, this dissertation extends prior WOM literature by investigating how consumers process information in a highinvolvement service domain, in particular higher-education. Further, the dissertation studies how the form of WOM influences consumer choice. The research contributes to WOM and services marketing literature by developing and empirically testing a framework for information processing and studying the long-term effects of WOM. The results of the dissertation are presented in five research publications. The publications are based on longitudinal data. The research leads to the development of a proposed theoretical framework for the processing of WOM, based on theories from social psychology. The framework is specifically focused on service decisions, as it takes into account evaluation difficulty through the complex nature of choice criteria associated with service purchase decisions. Further, other gaps in current WOM literature are taken into account by, for example, examining how the source of WOM and service values affects the processing mechanism. The research also provides implications for managers aiming to trigger favorable WOM through marketing efforts, such as advertising and testimonials. The results provide suggestions on how to design these marketing efforts by taking into account the mechanism through which information is processed, or the form of social influence.

Central Institute for the Deaf's Word of Mouth class: developing its future

This paper reviews the Word of Mouth program at CID.

The effectiveness of "Word of Mouth" classes on the use of communication strategies, communication attitudes and lipreading skills

This paper examines the effectiveness of aural rehabilitation on persons with an adventitious hearing loss.