A Study of Commercial Word-of-Mouth Based on the Grounded Theory
碩士 === 國立臺灣科技大學 === 企業管理系 === 102 === In recent years, the internet review has been widely as a marketing tool by many businesses to reply to postings to achieve the goals of building a positive product image and value. However, insufficient research studies have been done in this field for the post...
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| Format: | Others |
| Language: | zh-TW |
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2014
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| Online Access: | http://ndltd.ncl.edu.tw/handle/23104409261965866286 |
| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 102 === In recent years, the internet review has been widely as a marketing tool by many businesses to reply to postings to achieve the goals of building a positive product image and value. However, insufficient research studies have been done in this field for the posting of content.
The grounded theory was used in this research for a qualitative study. The analysis was done through interviews with 7 professionals and analysis of 500 commercial Word-of-month (WOM) reports in the internet. First, these findings can instruct businesses on how to manipulate commercial WOM to reply to postings on a website. Secondly, it summarized the commercial WOM criterion in reply posting and developed models. The result not only provides online forum managers with a reference for managing their website to harness commercial WOM but also to find out the difference of judgment criterion between commercial and noncommercial messages when consumers browse the Web.
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