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EXPANDING THE HORIZON OF MARKETING: CONTEMPLATING THE SYNERGY OF BOTH TRADITIONAL WORD OF MOUTH AND EWORD OF MOUTH
Rajesh Singh Kumabam 1 ; Ch. Ibohal Meitei 2 ; Seram Sureshkumar Singh 3 ; Thokchom Pratap Singh 42 Dr. Ch. Ibohal Meitei is Professor in Manipur Institute of Management Studies (MIMS), Manipur University, Imphal-795001, India.
3 Guest Faculty in Centre for Entrepreneurship and Skill Development (CESD, Manipur University, Imphal-795001, India.
4 Faculty in Ibemhal IAS Academy, Imphal-795001, India.
Article Id - IJM_08_03_023, Pages : 204-212, Date of Publication : 26, June 2017
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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 WOM. Influence of e-WOM and traditional WOM cannot be undermined in today’s highly competitive business environment. Market is ruled by organizations that can influence consumer behavior in its favour. Consumers are inclined to consider their friends and relatives are more credible and trustworthy than any form of sales promotional activity like advertising, public relations, and sales people. Thereby consumer-dominated communications tendto be more powerful and influential than information from other sources. This indicates that individuals are more inclined to embrace the information disseminated through WOM than commercial promotion. The advances of information technology and the emergence of online social networking sites have profoundly changed the way information are transmitted and have transcended the traditional limitations of WOM. The effect of e-WOM on consumers is similar to that of traditional WOM. Previous consumer’s reviews on products and services have been an influential tool as an information source for consumers. Effectiveness in influencing customer behavior of both traditional WOM and eWOM cannot be undermined. However, there are some differences between traditional WOM and e-WOM. In traditional WOM communication, the information is exchanged in face-to-face conversation while in eWOM consumers need only to interact with their computers to post or search consumer reviews. That is senders and receivers of information are separated by both space and time. Thus, it is a many-to-many communication in which the information exchanged is more voluminous in quantity compared to information obtained from traditional contacts in the offline world. As traditional WOM comes from friends and relatives while the source is anonymous in e-WOM differences of influence between the traditional and the online process may also depend on other factors. The relative influence of WOM and e-WOM may be dependent on the volume of information obtained from both sources. When consumers obtain more information from traditional WOM than from e-WOM, WOM influence is likely to be higher than e-WOM influence. Equally, the reverse effect is expected for consumers who obtain more information from e-WOM than from WOM. The differences between online and traditional process could affect the degree of influence on consumer behavior. Understanding the strength of both traditional WOM and eWOM can broaden the horizon of marketing products and services of an organization.
Keywords
Traditional WOM, Electronic WOM, Consumer’s Buying Decisions, Post Purchase Product Perceptions.
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IAEME Publication charges an Article Processing Charge (APC) once an article is accepted for publication. These charges cover the costs of turning a manuscript into a finished article, as well as the costs of hosting, distributing and promoting an article.
Article Processing Charges explained
We are committed to making the costs of publishing as clear as possible and so the charges for each journal are clearly displayed on each journal`s homepage.
When a manuscript is submitted, it passes through the many different departments at Hindawi to ensure the quality checks, peer review, production and promotion of articles is carried out in a timely manner and to a high standard:
✔ The Editorial Screening team, who perform initial technical and ethical checks
✔ The Editorial team, who help the journal`s Academic Editors manage the review process
✔ The Production team, who convert the manuscript to a professionally typeset article and well-structured file format
✔ The Proofing team, who coordinate the proofing process through Hindawi`s Online Proofing System (OPS)
✔ The Editorial Quality Assurance team, who perform a final check to ensure that the manuscript and its review process adhere to the journal`s guidelines and policies
✔ Our Marketing and Communication teams, who ensure your article receives the attention it deserves.
✔ The Technology team, who build and maintain our systems, and develop new systems
The work these teams do contribute to the requirement of an APC and is why the actual amount payable varies depending on the journal in which you wish to publish your article.
IAEME Publication does not request Article Submission Charges, also called Submission Fees. These are due at the time of submission of the manuscript. Nor does IAEME charge per page or for color figures or for any other items for which other publishers are known to charge.
Sources for Article Processing Charges (APC)
Authors of an article are responsible for arranging the payment of APC. Still, that typically does not mean that authors end up paying for the publication of the article. The cost of APC is very often assumed either by the organization funding the research published in the article, or by an Open Access Publishing Fund, or by the institution at which the author is employed.
Fair Dealing - Authors and Publisher
When an author submits a manuscript for review at one of IAEME`s journals, the submitted manuscript should not have been previously published in any form and must not be currently under consideration for publication elsewhere. The manuscript should also not be submitted to any other journal during the review process at IAEME Publication. In case the review process at IAEME takes much longer than stated and the author wishes to end the review process at IAEME, he/she should get in contact with the Editorial Assistant of the journal at IAEME and come to an agreement suitable for both sides after looking at the stage of the manuscript in the review process.
With the APC specified above, the author is given an indication what the APC will be. IAEME is charging Publication Fees (APC) but not Submission Fees. This is to the benefit to authors because payments are only due once the author knows the manuscript is accepted. IAEME with editors and reviewers puts much effort in dealing with the manuscript and expects the authors to stick to the common plan of publishing the paper which is linked to payments of APC as given above at the end of the review process. The author is not legally bound at this time, but it would be seen as a strong breach of academic conduct to back off from the publication process. Once the manuscript is accepted for publication, IAEME will issue an invoice in the Paper Submission and Manuscript Tracking System. This is IAEME `s legal offer and will state the regular APC of the journal. The Corresponding Author is expected to arrange payments of the amount stated at this time. In severe cases IAEME `s Complaints Procedure can be followed and the result of this should be binding to the author.
Refund Policy
Once an article has been accepted for publication, any Article Processing Charges on the article become due. The submitting author accepts responsibility for the Article Processing Charges, and will not issue refunds of any kind except those payments made by mistake or in excess of the amount required.
The topics to be covered by this journal include but are not limited to the following fields:
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• Management Information System • History |
• Production and Operation Management • English • Social Science |