An Analysis of the Antecedents of Positive Word-of-Mouth Communications with Regards to a Product or ServiceTools Yee, Zi Cong (2010) An Analysis of the Antecedents of Positive Word-of-Mouth Communications with Regards to a Product or Service. [Dissertation (University of Nottingham only)] (Unpublished)
Abstractconcept of word-of-mouth communications in the domain of marketing is not a new one. An extensive amount of research has been undertaken pertaining to the theoretical aspects of word-of-mouth communications. However, research in terms of its practical aspects is still scarce. Positive word-of-mouth regarding a product or service brings many benefits to a company, such as increased sales, but there has been a lack of research in identifying the motivating factors behind an individual’s willingness to spread positive wordof- mouth regarding a product or service provided by a company. Furthermore, rapid advancements in technology have led to the increased availability of broadband Internet access all around the world. In addition to this, the existence of social media networks such as Facebook has made it easier for individuals, and even customers of a product or service, to communicate with each other on the cyberspace. Such developments meant that positive word-of-mouth communications could no longer be viewed from a traditional perspective.
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