Opportunistic Networks as an Enabling Technology for Mobile Word-of-Mouth Advertising

2010 ◽  
pp. 236-254 ◽  
Author(s):  
Andreas Heinemann ◽  
Tobias Straub
Keyword(s):  
Mobile Devices ◽  
Peer Interaction ◽  
Word Of Mouth ◽  
Movement Patterns ◽  
Opportunistic Networks ◽  
Peer To Peer ◽  
Electronic Word Of Mouth ◽  
Enabling Technology ◽  
Point Model ◽  
Simulation Based

The growing share of people using mobile devices, that support wireless peer-to-peer interaction, offers the opportunity to build a ubiquitous infrastructure for electronic word-of-mouth messaging and advertising. This chapter introduces Opportunistic Networks as a layer for one-hop communication that opens up electronic word-of-mouth messaging for mobile devices. The reader will learn about adPASS (short for advertisement passing), a system build on top of Opportunistic Networks for digital advertisement distribution stimulated by an anonymous and tamper-resistant bonus point model. A simulation based on empirical movement patterns indicates the feasibility of our approach. This chapter concludes with a summary and provides an outlook on further research paths starting from our findings.

Opportunistic Networks as an Enabling Technology for Mobile Word-of-Mouth Advertising

2012 ◽  
pp. 1618-1636
Author(s):  
Andreas Heinemann ◽  
Tobias Straub
Keyword(s):  
Mobile Devices ◽  
Peer Interaction ◽  
Word Of Mouth ◽  
Opportunistic Networks ◽  
Peer To Peer ◽  
Electronic Word Of Mouth ◽  
Enabling Technology ◽  
Point Model ◽  
Simulation Based

The growing share of people using mobile devices, that support wireless peer-to-peer interaction, offers the opportunity to build a ubiquitous infrastructure for electronic word-of-mouth messaging and advertising. This chapter introduces Opportunistic Networks as a layer for one-hop communication that opens up electronic word-of-mouth messaging for mobile devices. The reader will learn about adPASS (short for advertisement passing), a system build on top of Opportunistic Networks for digital advertisement distribution stimulated by an anonymous and tamper-resistant bonus point model. A simulation based on empirical movement pat=terns indicates the feasibility of our approach. This chapter concludes with a summary and provides an outlook on further research paths starting from our findings.

scholarly journals Responding to Negative Electronic Word of Mouth to Improve Purchase Intention

2021 ◽  
Vol 16 (6) ◽  
pp. 1945-1959
Author(s):  
Robert Zinko ◽  
Angela Patrick ◽  
Christopher P. Furner ◽  
Shalanda Gaines ◽  
Mi Dya Kim ◽  
...  
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Online Review ◽  
Electronic Word Of Mouth ◽  
Purchasing Behavior ◽  
Negative Outcomes ◽  
Simulation Based ◽  
Growing Body ◽  
Online Conversation ◽  
Fake Reviews

Retailers have little control over what their customers say about their products and services online. Review platforms (e.g., Yelp and Travelocity) are rife with negativity, from both real customers with bad experiences and from fake reviews created by competitors. These negative reviews have been shown to influence the purchasing behavior of future consumers. Many platforms do afford companies some control by including them in the online conversation about their products or services. Crafting a response to a poor review which appeals to future consumers may mitigate some of the negative outcomes associated with that review. This study advances our knowledge of responding to negative reviews by adding to the growing body of research, using a simulation-based experiment to test the influence of three elements of a review response on purchase intention (i.e., an apology, an explanation and a pledge to correct the problem identified in the review). In doing so, the data show that purchase intention increases only when a response contains all three elements. Implications for e-commerce researchers and review platform developers are discussed.

Citizen Marketing

2010 ◽  
pp. 45-55
Author(s):  
Ruth E. Brown
Keyword(s):  
Product Design ◽  
Peer Review ◽  
Peer Interaction ◽  
Word Of Mouth ◽  
Product Information ◽  
Theoretical Foundation ◽  
Peer To Peer ◽  
The Internet ◽  
Information Spread

This chapter explores citizen marketing, which refers to consumers voluntarily posting product information based on their knowledge and experience. The product information may take the form of opinions, reviews, videos, ads, or entire websites; it is persuasive in that it meets a consumer need for credible peer review of products. Research into information spread by word-of-mouth provides the theoretical foundation for citizen marketing. Because it is found on the Internet where word spreads quickly, citizen marketing empowers individuals to bring change in the form of product design or price. The chapter examines how mainstream marketers are trying to channel citizen marketing through various means, including unfiltered peer-to-peer interaction on product websites.

Citizen Marketing

E-Marketing ◽  
2012 ◽  
pp. 718-728
Author(s):  
Ruth E. Brown
Keyword(s):  
Product Design ◽  
Peer Review ◽  
Peer Interaction ◽  
Word Of Mouth ◽  
Product Information ◽  
Theoretical Foundation ◽  
Peer To Peer ◽  
The Internet ◽  
Information Spread

This chapter explores citizen marketing, which refers to consumers voluntarily posting product information based on their knowledge and experience. The product information may take the form of opinions, reviews, videos, ads, or entire websites; it is persuasive in that it meets a consumer need for credible peer review of products. Research into information spread by word-of-mouth provides the theoretical foundation for citizen marketing. Because it is found on the Internet where word spreads quickly, citizen marketing empowers individuals to bring change in the form of product design or price. The chapter examines how mainstream marketers are trying to channel citizen marketing through various means, including unfiltered peer-to-peer interaction on product websites.

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