The Effects of Word Of Mouth on Movies & Its Impact on the Audience's Choice
Dodhia, Shreya (2008) The Effects of Word Of Mouth on Movies & Its Impact on the Audience's Choice. [Dissertation (University of Nottingham only)] (Unpublished)
Consumers discuss products and services and their experiences with others and thus become indirect marketers. The only difference is that this marketing may not always be in the favour of the product/service. Thus, marketers need to learn how to use this method to their benefit, and this is only possible through thorough knowledge, practice and patience. Therefore, this study aims to highlight the concepts of word-of-mouth, in the context of services, in order to help marketers better understand the elements and characteristics as well as the influences of word-of-mouth on consumers' decision making process. This is done through the reviewing of literature which not only reveals the theory of word-of-mouth, but also taps onto the reasons as to why people share comments and experiences as well as why people listen to these. It also helped to develop a framework which was used as the base of the study.
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