Jonathan Book

Antecedents of Positive Word-of-mouth on Social Media: Guidelines for Relationship Marketing Jonathan Book

Satisfaction is one of the most important aspect of relationship marketing as well as the main trigger of positive word-of-mouth which shows that positive word-of-mouth is a sign of successful relationship marketing. So if it is possible to map the antecedents of positive word-of-mouth it is also possible to guideline relationship marketing. Word-of-mouth has been recognized as the least understood marketing strategy but the most effective. Attempts to investigate word-of-mouth behavior have mainly been made in a marketing world untouched by Internet. The possibilities to measure word-of-mouth has historically been low but Internet has a great impact on both the reach of word-of-mouth and enhances the possibility to measure it. Earlier studies are not written with a purpose to find antecedents of word-of-mouth that are operable for managers and are not specifically written with online word-of-mouth on social media in mind. That is what this book contributes with. This book is mainly written for managers in the retail industry. It also contributes with new research findings within the field of relation marketing in general and word-of-mouth on social media particularly.