Молимо вас користите овај идентификатор за цитирање или овај линк до ове ставке:
https://open.uns.ac.rs/handle/123456789/5417
Назив: | C-2-C market relations and word of mouth | Аутори: | Grubor, Aleksandar Kovač Žnideršić, Ružica Marić, Dražen |
Датум издавања: | 1-јан-2015 | Часопис: | Economic Annals | Сажетак: | Most market research focuses on business-to-business and business- to-consumer interactions to explain the structure and dynamics of the market. Meanwhile, negligible effort has been invested in researching consumer-to-consumer interaction and its impact on companies' behaviour and purchase decision-making, which determines business performance. The greatest challenge for marketers at the beginning of the 21st century is this third relationship dimension, consumer-to-consumer interaction: how consumers influence each other's attitudes, expectations, perceptions, preferences, satisfaction, loyalty, and purchasing decisions, and, importantly, the possibility of incorporating consumers into businesses' marketing programmes. Despite the existence of a multitude of media and different forms of communication between businesses and the market, such as newspapers, periodicals, billboards, television etc., a considerable portion of information is communicated to consumers informally, mostly in the form of word-of-mouth. The information received by consumers through this communication form - from family and similar individuals -is very often accepted as more reliable and certain than information transmitted through formal communication channels. What is often neglected when studying the phenomenon of word-of-mouth communication is the fact that its efficiency and effect also depend on the type and character of the interaction between the consumers themselves. This paper aims to investigate the extent to which the nature of customerto- customer (C2C) interaction influences the effect of word-of-mouth communication. | URI: | https://open.uns.ac.rs/handle/123456789/5417 | ISSN: | 00133264 | DOI: | 10.2298/EKA1507117G |
Налази се у колекцијама: | EF Publikacije/Publications |
Приказати целокупан запис ставки
SCOPUSTM
Навођења
1
проверено 15.03.2024.
Преглед/и станица
43
Протекла недеља
15
15
Протекли месец
0
0
проверено 03.05.2024.
Google ScholarTM
Проверите
Алт метрика
Ставке на DSpace-у су заштићене ауторским правима, са свим правима задржаним, осим ако није другачије назначено.