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Documente Cultură
1 Storytelling
Storytelling often involves improvisation or embellishment. Stories or narratives have been shared in every
culture as a means of entertainment, education, cultural
preservation and in order to instill moral values.
The earliest forms of storytelling were thought to have
been primarily oral combined with gesture storytelling for
many of the ancient cultures. The Australian Aboriginal
people painted symbols from stories on cave walls as a
means of helping the storyteller remember the story. The
story was then told using a combination of oral narrative,
music, rock art, and dance.
Oral history
Marketing
MARKETING
mouth, which is traditionally achieved by creating products, services and customer experiences that generate
conversation-worthy buzz naturally.[21] The relatively
new practice of word-of-mouth marketing attempts to inject positive buzz into conversations directly. While
marketers have always hoped to achieve positive word-ofmouth, intentional marketing relying on such techniques
is subject to regulation in some jurisdictions. For example, in the United States, deliberate eorts to generate benecial consumer conversations must be transparent and honestly conducted in order to meet the requirements of Section 5 of the Federal Trade Commission Act
that prohibits unfair or deceptive acts or practices.[22]
To help marketers understand the dierence between legitimate and unfair practices, a number of professional
organizations have put forward recommendations for ethical conduct.[23][24] A Nielsen global survey in 2013 found
that word-of-mouth is not only the most trusted source of
consumer information, but it is the most likely to be acted
upon.
Despite the belief that most word of mouth is now
online (or on mobile) the truth is the very opposite. The Ehrenberg-Bass Institute for Marketing Science Ehrenberg-Bass Institute for Marketing Science has
shown that to achieve growth, brands must create word
of mouth beyond core fan groups - meaning marketers
should not focus solely on communities such as Facebook. Moreover, according to Deloitte further research
has shown that most advocacy takes place oine - instead it happens in person. According to the Journal of
Advertising Research: 75% of all consumer conversations about brands happen face-to-face, 15% happen over
the phone and just 10% online. This is backed up by research by WOM specialists, Keller Fay[25] .
WOM and media are intertwined. Although WOM is
seen by consumers as being dierent from and more
credible than paid media, most instances of brands being mentioned in WOM refer to paid media and marketing touchpoints[26] . Furthermore, marketing mix modeling conrms the power of WOM (attributing 13% of
sales across several industries), including a 15% uplift in
paid-media eectiveness[27] . Thus, there can be synergy
between WOM and other forms of marketing.
Research has also shown important dierences in WOM
between males and females after they have a negative
consumption experience.[28] Males, seem to always engage in higher negative-word-of-mouth (NWOM) when
they have low image impairment concern, i.e., they are
not worried that their image will be harmed in the eyes
of word-of-mouth recipient. When image impairment
concern is high, males always engage in lower levels of
NWOM. In contrast, females engage in higher NWOM
to those with whom they are close (strong ties), regardless of image impairment. Thus, when females are close
to someone, they will tell them about negative product
experiences without worrying how such communication
will aect their image. Males on the other hand will not
3
engage in NWOM if they think such NWOM will harm
their image.
Systems
See also
Electronic word-of-mouth
Communication
Klout
Oral communication
Oral history
Oral tradition
PeerIndex
Storytelling
Train of thought
Two-step ow of communication
Word-of-mouth marketing
References
[1] http://www.thefreedictionary.com/by+word+of+mouth
[2] Dichter, Ernest (1966). How Word-of-Mouth Advertising Works. Harvard Business Review 44 (6): 147166.
[3] Kietzmann, J.H., Canhoto, A. (2013). Bittersweet! Understanding and Managing Electronic Word of Mouth
(PDF). Journal of Public Aairs 13 (2): 146159.
doi:10.1002/pa.1470. Retrieved September 17, 2013.
[4] http://www.entrepreneur.com/encyclopedia/term/
82660.html
[15] Ong, Walter, S. J., Orality and Literacy: The Technologizing of the Word. London: Methuen, 1982 p 12
[16] Keakopa, M. (1998). The role of the archivist in the collection and preservation of oral traditions. S.A. Archives
Journal, 40,87-93.
[17] Grewal, R., T. W. Cline, and A. Davies, 2003. EarlyEntrant Advantage, Word-of-Mouth Communication,
Brand Similarity, and the Consumer Decision-Making
Process. Journal of Consumer Psychology, 13(3).
[18] Stach, A. and A. Serenko, 2010. The Impact of Expectation Disconrmation on Customer Loyalty and Recommendation Behavior: Investigating Online Travel and
Tourism Services. Journal of Information Technology
Management, XX(3), p. 26-41.
[19] Turel, O., A. Serenko, and N. Bontis, 2010. User Acceptance of Hedonic Digital Artifacts: A Theory of Consumption Values Perspective. Information & Management, 47(1), p. 53-59.
[20] http://www.reuters.com/article/2010/11/08/
us-vcj-zuberance-idUSTRE6A731G20101108
[21] Word of mouth advertising: Marketing-made-simple.com
[22] Laws Enforced by the Federal Trade Commission
[23] Word of Mouth Marketing Association Ethics Code
[24] American Marketing Association Best Practices for
Word-of-Mouth Communications
[25] Social TV: The Real Action is Not Online, It is Still
Face-to-Face, says CBSs Dave Poltrack - The Keller Fay
Group. The Keller Fay Group. Retrieved 2015-09-14.
[26] The Social Power of Television: Whats In It For Advertisers - The Keller Fay Group. The Keller Fay Group.
Retrieved 2015-09-14.
[27] Results Worth Talking About: The ROI of WOM WOMMA. WOMMA. Retrieved 2015-09-14.
[28] Zhang, Yinlong and Feick, Lawrence and Mittal, Vikas,
How Males and Females Dier in Their Likelihood of
Transmitting Negative Word of Mouth (2014). Journal
of Consumer Research, Vol. 40, April 2014. Available at
SSRN: http://ssrn.com/abstract=2425685
[29] Dolgin, Alexander (2008). The Economics of Symbolic
Exchange. Springer Science & Business Media. p. 228.
ISBN 9783540798828. Retrieved 2014-12-03. Word of
mouth can overcome the information cascade devised by
marketing specialists. This is important as objective testimony to the power of the bush telegraph.
[30] "Luther asserted, 'It is the manner of the New Testament
and of the gospel that it must be preached and performed
by word of mouth and a living voice. Christ himself has
not written anything, not has he ordered anything to be
written, but rather to be preached by word of mouth.'"
Quoted in: Whitford, David M (2014). Preaching and
Worship. T&T Clark Companion to Reformation Theology. Bloomsbury Companions. Bloomsbury Publishing.
p. 161. ISBN 9780567445087. Retrieved 2014-12-03.
REFERENCES
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