FEATURE PEER-REVIEWED ARTICLE

• SOCIAL OR TRADITIONAL WOM: AN INVESTIGATION OF SUCCESSFUL BRAND EXTENSION RECOMMENDATION METHOD FOR PURCHASE DECISIONS

  Yasser Ali Baeshen (Department of Marketing, Faculty of Economics and Administration, King Abdulaziz University, KINGDOM of SAUDI ARABIA).
  

  Disciplinary: Management and Economic Science (Digital Business & Marketing), Information Technology.

  ➤ FullText

  DOI: 10.14456/ITJEMAST.2020.219

  Keywords: Social media Word of Mouth (SWOM); eWOM; Word-of-Mouth; Brand extension strategy; Brand extension success; Consumer attention; Digital marketing; Consumer purchase decision.

  Abstract
  This study is based on a survey conducted among 200 individuals whose opinions regarding social media word of mouth (SWOM) and word-of-mouth (WOM) marketing techniques were analyzed. It has been concluded that customers rely more on social media WOM to make purchase decisions as compared to traditional WOM. Therefore, marketing effort for brand extension success should be made on Social networks. These results came through a survey methodology where the response of 200 participants was analyzed through t-test statistical analysis using SPSS software. In this developing era of business and technology, the way businesses promote and sell their products and services has drastically experienced a shift that is triggered by the shift in customer's reliance on internet for gaining information. SWOM has replaced word-of-mouth promotion and has been attracting more of consumer attention thus helping both businesses and their customers to make more satisfying choices.
  

  Paper ID: 11A11O

  Cite this article:

  Baeshen, Y.A. (2020). SOCIAL OR TRADITIONAL WOM: AN INVESTIGATION OF SUCCESSFUL BRAND EXTENSION RECOMMENDATION METHOD FOR PURCHASE DECISIONS. International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies, 11(11), 11A11O, 1-11.