Asked by Abigail Rodefer on Jun 15, 2024
Verified
Word-of-mouth communication is critical for brands.A study of the impact of word-of-mouth communication and FGC for 60 brands found that WOM influences which of the following?
A) Brand equity.
B) Brand attitudes.
C) Purchase intent.
D) A & B Only.
E) All of these.
Word-of-Mouth Communication
The process by which people share information or opinions about products or services in everyday conversations, both online and offline.
Brand Equity
The value and strength of a brand in the marketplace, derived from consumer perceptions, recognition, and loyalty.
Purchase Intent
Purchase intent refers to the likelihood or willingness of consumers to buy a product or service in the near future.
- Assess the impact of word-of-mouth (WOM) and fan-generated content (FGC) on brand metrics.
Verified Answer
Learning Objectives
- Assess the impact of word-of-mouth (WOM) and fan-generated content (FGC) on brand metrics.
Related questions
When Dale Experienced a Stomach Upset After Eating at a ...
What Type of Marketing Tends to Be More Reliable and ...
Why Do People Share Content Via Social Media Channels ...
Consumer-Generated Opinion-Based Content Found on Social Networking Sites and Other ...
When Considering the Content Mix in Terms of Point of ...