tailieunhanh - Expanding the horizon of marketing: contemplating the synergy of both traditional word of mouth and e-word of mouth

Opinions by other consumers influences considerably on consumers’ buying decisions as well as on post-purchase product perceptions. This is called word of mouth (WOM) and it is assumed to be more efficient than conventional marketing tools like advertising and personal selling. | Expanding the horizon of marketing contemplating the synergy of both traditional word of mouth and e-word of mouth International Journal of Management IJM Volume 8 Issue 3 May June 2017 212 Article ID IJM_08_03_023 Available online at http ijm JType IJM amp VType 8 amp IType 3 Journal Impact Factor 2016 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication EXPANDING THE HORIZON OF MARKETING CONTEMPLATING THE SYNERGY OF BOTH TRADITIONAL WORD OF MOUTH AND E- WORD OF MOUTH Dr. Rajesh Singh Kumabam Post Doctorate Fellow ICSSR in Manipur Institute of Management Studies MIMS Manipur University A Central University Imphal-795003 India Dr. Ch. Ibohal Meitei Dr. Ch. Ibohal Meitei is Professor in Manipur Institute of Management Studies MIMS Manipur University A Central University Imphal-795003 India Dr. Seram Sureshkumar Singh Guest Faculty in Centre for Entrepreneurship and Skill Development CESD Manipur University A Central University Imphal-795003 India Thokchom Pratap Singh Faculty in Ibemhal IAS Academy Imphal-795001 India ABSTRACT Opinions by other consumers influences considerably on consumers buying decisions as well as on post-purchase product perceptions. This is called word of mouth WOM and it is assumed to be more efficient than conventional marketing tools like advertising and personal selling. With the dawn of the Internet major changes to the way consumers express their opinions about product or services have seen a sea change. Customers can now interact with other consumers via social media e-mail instant messaging homepages blogs forums online communities chat rooms and review sites. Such interactions now commonly known as electronic WOM eWOM also influence consumer behavior. The Internet s accessibility reach and transparency have empowered marketers in influencing consumers. There is also need for understanding to what extent e-WOM is similar or different from offline .