Mechanism Research of OWOM Marketing Based on SOR and AISAS

Abstract:

With its great power on consumers’ buying behavior, online word-of-mouth marketing has become an important marketing approach for enterprises. Mechanism research of OWOM marketing is very important to the successful implementation of OWOM marketing. Based on the combination of S-O-R model and AISAS pattern, this paper establishes an OWOM marketing mechanism model, divides OWOM marketing into four stages and give some suggestions on OWOM marketing.

• Periodical: Advanced Materials Research (Volumes 403-408)
• Pages: 3329-3333
• DOI: https://doi.org/10.4028/www.scientific.net/AMR.403-408.3329
• Online since: November 2011
• Authors: Ya Li Chen, Tao Zhe Huang
• Keywords: AISAS Pattern, Mechanism, Online Word-of-Mouth Marketing, S-O-R Model

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