Empirical Research on the Word-of-Mouth Methods Utilized by a Corporation
Bibliographic Information
- Other Title
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- 企業によるクチコミ創出のメカニズムに関する実証研究
Abstract
The purpose of this research is to discover the mechanism of the spawning process of consumer’s word-of-mouth activity that a corporation utilizes as their marketing method. Therefore, this research focuses on a brand community study and conducted a survey and empirical analysis targeting the ambassador program, a practical measure. As a result, it clarifies the mechanisms of the consumer’s word-of-mouth creation and also the promotional factors involved.
Journal
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- Journal of Japan Society of Directories
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Journal of Japan Society of Directories 20 (1), 52-61, 2022-03-31
Japan Society of Directories
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Details 詳細情報について
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- CRID
- 1390292118457576960
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- ISSN
- 24345629
- 24365629
- 18829252
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- Text Lang
- ja
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- Data Source
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- JaLC
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- Abstract License Flag
- Allowed