Plagiarism Essay Example | Topics and Well Written Essays - 1250 words - 4

Plagiarism - Essay ExampleElectronic communication has become prevalent in the redbrick era, such as through the internet or telephone. In particular, the internet has become a prevalent method of spreading in strainingation, both positive and negative (Buttle, 1998). Other potential WOM mechanisms that are not include in Arndts definition are licks of written communication such as e-mail, letters and faxes. The heartbeat problematic aspect of this definition is that the person communication is considered to be unassociated with the item that is being discussed. Consumers are decorous more wary about how independent advice from a third party is, but WOM remains an influential source of information. Many businesses have been working to try and take advantage of the ability of WOM to promote goods or services, by playing a direct role in the recommendation process. For example, relationship marketing uses the overture of rewarding customers who recommend family or friends. Likewi se, the use of reciprocal referrals has been developing in many businesses (Stokes & Lomax, 2002). One form of this is schemes that are known as Member Get Member (MGM). In addition, network marketing has substantial to the extent that the personal relationships that an individual has and that clients have, have become crucial in the development of sales. The fact that this form of recommendation is often successful shows that although the person giving the recommendation is not independent, there is still a significant effect on behaviour, and thus, it is a WOM activity. These arguments have resulted in the development of a more streetwise definition of WOM, which is all communication that occurs between people that focuses on either products or services, where the communication is believed to be impartial by the receiver (Stokes & Lomax, 2002).The use of personal referral is often considered to be a highly legal method of influencing the behaviour of consumers.