Volume 11, Issue 4 (2022)
ORMR 2022, 11(4): 25-45 |
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Ramezani E, Rajabzadeh ghatari A, Baradaran V, Shoar M. modeling of Electronic Word of Mouth Marketing with Emphasis on Customer Behavior and Business Improvement. ORMR 2022; 11 (4) :25-45
URL: http://ormr.modares.ac.ir/article-28-49537-en.html
URL: http://ormr.modares.ac.ir/article-28-49537-en.html
1- PhD Student, Department of Information Technology Management, Faculty of Management, Islamic Azad University, Tehran North Branch, Tehran, Iran.
2- Professor, Department of Industrial Management, Faculty of Management and Economics, Tarbiat Modares University,Tehran, Iran. ,alirajabzadeh@modares.ac.ir
3- Associate Professor, Department of Industrial Engineering, Faculty of Engineering, Islamic Azad University, Tehran North Branch, Tehran, Iran.
4- Assistant Professor, Department of Industrial Management, Faculty of Management, Islamic Azad University, Tehran North Branch, Tehran, Iran
2- Professor, Department of Industrial Management, Faculty of Management and Economics, Tarbiat Modares University,Tehran, Iran. ,
3- Associate Professor, Department of Industrial Engineering, Faculty of Engineering, Islamic Azad University, Tehran North Branch, Tehran, Iran.
4- Assistant Professor, Department of Industrial Management, Faculty of Management, Islamic Azad University, Tehran North Branch, Tehran, Iran
Abstract: (2233 Views)
The purpose of this study is modeling of Electronic Word of Mouth Marketing with Emphasis on Customer Behavior and Business Improvement, In this regard, to identify and investigate the impact of various factors on the results of e-mouth marketing and Also examining the effects of successful implementation of this type of marketing on customer behaveor and Improving Electronic business. The research method is descriptive-survey, is of correlational type. In the conceptual model of the research, the independent variables of customer interaction, Electronic Word of Mouth marketing channel, Message quality and brand image With their components based on literature review Identification and research hypotheses have been developed. in order to Investigating the effectiveness of the identified components On the success of word of mouth marketing and the validity of the conceptual model of the research, Questionnaire tools and comments of users of internet sales sites in Iran have been used.The statistical sample to the unlimited statistical population it was estimated according to Cochran's formula 384, In order to review and present the final model from the structural equations approach with SmartPLS software was used. Statistical analysis of the collected data and research results show it customer interaction, Electronic Word of Mouth marketing channel, Message quality and brand image will have a positive and significant impact on the results of this type of marketing that will change of customer behavior and business improvement.
Keywords: Electronic Word Of Mouth(EWOM) Marketing, Electronic Businesses, Electronic Commerce, Customer Behavior, Business Improvement.
Article Type: Original Research |
Subject:
Strategy and Management
Received: 2021/01/25 | Accepted: 2021/07/29 | Published: 2022/03/1
Received: 2021/01/25 | Accepted: 2021/07/29 | Published: 2022/03/1
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