• Email
  • Favorite
  • Download
  • Embed
  • Private Content

Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

“Making Sense of IWOM”: IWOM White Paper on the Role of Internet Word of Mouth in Driving Purchase Decisions

by SEEISEE on Jun 18, 2009

  • 3,960 views

The research, conducted by CIC, is the first of its kind in China and is based on comprehensive qualitative and quantitative offline research in Beijing, Shanghai, Guangzhou and Chengdu. The study loo

The research, conducted by CIC, is the first of its kind in China and is based on comprehensive qualitative and quantitative offline research in Beijing, Shanghai, Guangzhou and Chengdu. The study looks to uncover the role and level of importance of netizens’ recommendations and opinions in the consumer purchase decision making process. This report is the first in a series of three reports based on the same research set. The following two installments include “How IWOM is generated and disseminated” and “How brands can participate in online communities.”
HIGHLIGHTS:
1. Do consumers pay attention to IWOM?
2. Why do consumers pay attention to IWOM?
3. How does IWOM influence consumers’ attitude towards brands?
4. How does IWOM affect purchase decisions?

Accessibility

Categories

Tags

iwom consumers purchasedecisions cic wom

More...

Upload Details

Uploaded via SlideShare as Adobe PDF

Usage Rights

© All Rights Reserved

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

Cancel

9 Embeds 136

http://www.madebymany.co.uk 82
http://madebymany.co.uk 22
http://in2marcom.com 20
http://in2marcom.jasonzhanjia.com 5
http://wkshift.com 2
http://madebymany.com 2
http://posterous.com 1
http://wksh.posterous.com 1
http://www.lmodules.com 1

More...

Statistics

Favorites
5
Downloads
139
Comments
0
Embed Views
136
Views on SlideShare
3,824
Total Views
3,960
Post Comment
Edit your comment Cancel

“Making Sense of IWOM”: IWOM White Paper on the Role of Internet Word of Mouth in Driving Purchase Decisions — Document Transcript