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Essay / Research Paper Abstract
This 4-page paper discusses the concepts of negative word of mouth marketing and viral marketing. Bibliography lists 5 sources.
Page Count:
4 pages (~225 words per page)
File: AS43_MTwomvirma.rtf
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Unformatted sample text from the term paper:
holistic and "socially responsible" marketing. The ones chosen for this paper are negative word of mouth and viral marketing. What, exactly, is "negative"
word-of-mouth marketing? Word-of-mouth marketing, of course, is when someone tells someone else about a product in a positive way, and that person tells another person, and so on. Word-of-mouth is
a desirable way to go; almost anyone likes to have their products talked about by other people. But where does negativity come in?
The student here can define negative word-of-mouth marketing as, appropriately enough, when people say negative things about a particular product or service (Kappler, 2002). The theory behind negative word-of-mouth
marketing is that the more people who "diss" a product or service, the less likely itll be bought. But is that actually
the case? Lee et al (2008) did a study of negative online reviews for particular products or services (which is similar to negative word-of-mouth, but done online, instead of in
person). The authors investigated the negative reviews to determine the persuasive effect of them. They found that the high-involvement consumers tended to conform to the reviewers perspectives depending on the
quality of the reviews, whereas low-involvement consumers didnt care about the quality - they conformed to the negative reviews anyway (Lee et al, 2008). What this study suggested was that
it wasnt just a reviewer dissing a product that was persuasive, but rather, if the reviewer had clear and concise reasons to condemn the product or service.
The student needs to point out that sometimes negative word-of-mouth can actually have an opposite effect on a particular product. The student can point out, that,
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