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Impact of Electronic word-of-mouth on Brand image and Purchase Intention: A Methodological and Thematic Review

机译:电子口碑对品牌形象和购买意愿的影响:方法论和主题论评

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摘要

Electronic word of mouth is now considered one of the most reliable forms of communication in recent years. Electronic WOM is an important extension in consumer environment and is an outcome of activity on social media. This research has used a systematic review of literature methodology to present the work of past researchers on the topic and identify the methodologies and major themes which have been studied by researchers. A total o f 42 research articles were reviewed. Four major themes were identified, namely customer satisfaction, communication, marketing and psychology. In terms of methods used by past researchers, non-empirical research method was found to dominate the various methodologies used. Suggestion for future research is based on Methodological and thematic review.
机译:电子口碑现在被认为是近年来最可靠的通信形式之一。电子WOM是消费者环境中的重要扩展,是社交媒体上活动的产物。这项研究使用了文献学方法学的系统综述,介绍了过去研究者在该主题上的工作,并确定了研究人员研究过的方法论和主要主题。共审查了42篇研究文章。确定了四个主要主题,即客户满意度,沟通,营销和心理学。根据过去研究人员使用的方法,发现非经验研究方法在所使用的各种方法中占主导地位。未来研究的建议是基于方法论和主题审查的。

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