Understanding eWOM (electronic word of mouth) effect on consumer Research Proposal

Understanding eWOM (electronic word of mouth) effect on consumer purchase decisions - Research Proposal Example Understanding eWOM (electronic word of mouth) effect on consumer purchase decisions Due to such multiplicative applications and benefits eWOM, the subject is getting increasing attention from scholars. Park and Lee argued that eWOM should not be considered as the as extension of digital commercial advertisements created by companies to push the brand rather eWOM should be viewed as non-commercial message created by external stakeholders of the company such as customers. According to Park and Lee, eWOM can be viewed as the word of mouth created by customers through sharing their direct or indirect experiences. Consideration research work of Park and Lee reveals the fact that eWOM might be created by customers to share their experience without having the knowledge that the sharing can influence purchasing decision of other customers who are going through the eWOM. Hennig-Thurau et al. pointed out that most of researches in the field of eWOM focuses on issues like influence of word-of-mouth on purchase decision of consumers, factors directing consumer behaviour to use eWOM as reliable opinion leader, reliability of WOM in contrast to other marketing information etc. Bickart and Schindler pointed out that WOM should not be judged with other commercial advertisement of companies rather WOM should be judged in context to theory of planned behaviour concept. Interesting fact is that most of the research scholars conducted research on eWOM, failed to find any significant difference between effect of WOM and eWOM. These research scholars pointed out that WOM can create favourable or unfavourable message direction that can influence purchase intention and product attitude of customers. Chatterjee (2001) argued that consumers perceive WOM as more credible source to judge performance of the product rather than commercial advertisements. In modern days, eWOM can be used as exact alternative of WOM and customers are using eWOM to make purchase decision. So, is this assumption true that there is no difference between eWOM and WOM? Not actually, Park and Lee (2009) stated that eWOM differs from WOM in three aspects, 1- speed of interaction, 2- level interactivity and 3- communication in the virtual world. However, Golan and Zaidner (2008) criticized eWOM for creating confusion regarding credibility of the message among customers using it to know product experience of others. Yes, that is a basic problem with eWOM because text based recommendation messages are shared by anonymous individuals (in the age of competition, there are cyber professionals who get paid for spreading rumours and negative feedback about a brand); hence, it becomes difficult for readers of the text message to check the credibility of the source. These factors should be considered while discussing role of eWOM on consumer purchase decisions. According to Golan and Zaidner (2008), customers still face dilemma in trusting the online text recommendations or eWOM when it comes to making purchase decision and such level of dilemma is directed by perceived social or psychological risk. It is evident from the above

Brighton Nightlife Research Paper Example | Topics and Well Written Essays - 500 words

Brighton Nightlife - Research Paper Example Various entertainment spots compete for the large population of revelers. To satisfy this population, various entertainment spots have a variety of brands that keep making them outstanding to their competitors. In addition, the location of the clubs influences the accessibility and the population of revelers who visit the clubs (Winston, 2014). Tru Brighton uses the free cocktail strategy in attracting clients. Tru Brighton is known for entertaining its guests with the famous free cock tail offers on Friday evenings for those revelers who come before midnight. The club also has adequate accommodation for its revelers. In addition, Brighton has ample space that can host up to 1200 guests in the main room alone with other rooms remaining and several balconies. The average cost of drinks at the club is at  £1.00. Tru Brighton is also renowned for its renting of private booths and suites for those who wish to have private and quality time together. The club reaches out to its clients through the social media platform such as Facebook and Twitter as one of its promotional strategies. Brighton is also strategically located next to the Brighton fishing museum that is a major tourist attraction site (Winston, 2014). The honey club reaches its target market by hosting various night themed nights all through the week. The university of Sussex students are known to specifically take up the Thursday evening events. Drinks at the club have an average cost of at  £1.00-1.5 all night. The honey club also has entry fees which keep changing based on the days of the week. The entry from Saturday nights before 11 pm is about at  £8 after which it increases to up to  £12. On the week nights the cost are at  £1-  £3.The clubs offers the perfect scenery with its terraces facing the Brighton beach. Many events are held at this venue due to the kind of scenery it gives of the brig ton beach. The club