Empirical Research on the Word-of-Mouth Methods Utilized by a Corporation

DOI

Bibliographic Information

Other Title
  • 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

Details 詳細情報について

  • CRID
    1390292118457576960
  • DOI
    10.50987/jsod.20.1_52_6
  • ISSN
    24345629
    24365629
    18829252
  • Text Lang
    ja
  • Data Source
    • JaLC
  • Abstract License Flag
    Allowed

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