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Referencing in the Virtual World: A Study

机译:虚拟世界中的引用:一项研究

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The fact that 'Man is a social being 'is seen and felt in real as well as in virtual world. The paper discusses the advent of concept of social customer. All customers who use social media to share their experience through their positive or negative comments related with goods and services used as well as those who browse social media for getting reference to arrive at a decision to buy or choose are social customers. In the above backdrop the researchers have tried to highlight following issues: (ⅰ) definition of Social Customers, (ⅱ) impact of Social media as a reference group on social customer. The researchers have conducted an empirical study and analyzed the data through Structural equation modeling and provided guidelines to marketers on the impact of social media in general and e- WOM in particular on buying behavior of social customers.
机译:在现实世界和虚拟世界中都可以看到和感受到“人是社会存在”这一事实。本文讨论了社会顾客概念的出现。使用社交媒体通过与所使用的商品和服务相关的正面或负面评论来分享经验的所有客户,以及浏览社交媒体以获取参考以决定购买或选择的客户都是社交客户。在上述背景下,研究人员试图强调以下问题:(ⅰ)社交客户的定义,(ⅱ)社交媒体作为参考群体对社交客户的影响。研究人员进行了一项实证研究,并通过结构方程模型分析了数据,并向营销人员提供了有关一般社交媒体和e-WOM特别是对社交客户购买行为的影响的指南。

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