• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of marketing communications >Word of mouth communication in political marketing: Understanding and managing referrals
【24h】

Word of mouth communication in political marketing: Understanding and managing referrals

机译：政治营销中的口碑传播：理解和管理推荐

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

There is a lack of research relevant to word of mouth (WOM) communication in political marketing. Also, existing studies on WOM communication identified behavioral determinants of the concept and neglected associated marketing stimuli. This study offers a 10-dimensional 62-item statistically significant WOM model for political marketing to address the stated lacuna. The study utilized structural equation modeling (SEM) to analyze 2357 pieces of primary data collected as samples from voters in Bangladesh. To prepare the questionnaire, authors created a pool of relevant items (through recent studies found in Google scholars) and tested the content validity through literature review, expert opinion of five academics, comments of three political scientists, and pilot study. Results of the study revealed that all political marketing dimensions of the model influence WOM sharing and WOM recommendation. The study also found a significant influence of external variables (media, internet, and technology) on WOM communication. Item-specific results found that in regards to political mix components, the ones that had the most influence on WOM communication were psychological cost if the candidate wins, image of the candidate as leader, using celebrities and icons in the campaigns, building election gates, and candidate's modesty.
机译：缺乏与政治营销中的口碑传播相关的研究。此外，有关WOM沟通的现有研究确定了该概念的行为决定因素，并忽略了相关的市场刺激。这项研究为政治营销提供了10维62项具有统计意义的WOM模型，以解决上述缺陷。这项研究利用结构方程模型（SEM）分析了2357条作为孟加拉国选民样本收集的主要数据。为了准备调查表，作者创建了一系列相关项目（通过Google学者的最新研究），并通过文献综述，五位学者的专家意见，三位政治学家的评论以及试点研究来测试内容的有效性。研究结果表明，该模型的所有政治营销维度都会影响WOM共享和WOM建议。该研究还发现外部变量（媒体，互联网和技术）对WOM通讯具有重大影响。特定项目的结果发现，在政治混合因素方面，对WOM沟通影响最大的因素是候选人获胜时的心理成本，候选人作为领导者的形象，在竞选活动中使用名人和偶像，建立选举大门，和候选人的谦虚。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号