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نتیجه جستجو - تبلیغ شفاهی

تعداد مقالات یافته شده: 8
ردیف عنوان نوع
1 تاثیر قیمت روی تبلیغ شفاهی: بازدید کننده های دفعه اولی دربرابر بازدید کننده های خیلی تکراری
سال انتشار: 2019 - تعداد صفحات فایل pdf انگلیسی: 7 - تعداد صفحات فایل doc فارسی: 27
بسیاری از مقصدهای گردشگری شدیدا" روی بازدید کننده های تکراری تمرکز کرده و به آنها وابسته هستند. بنابراین یک فرض اساسی این است که بازدید کننده های تکراری سودآورتر هستند (مثلا" ازطریق هزینه های بازاریابی پایین تر) و تبلیغ شفاهی مثبت آنها برای جذب مهمانان جدید ضروری می باشد. در این مقاله ما یک مطالعه تجربی مقیاس – بزرگ را برای بررسی تاثیر قیمت برای بازدید کننده های دفعه اولی و تکراری اقامتگاههای اسکی ارائه می دهیم. ما با به کارگیری یک دیدگاه مدلسازی سلسله مراتبی خطی نشان می دهیم که قیمت رابطه ای منفی با تبلیغ شفاهی برای بازدید کننده های دفعه اولی دارد و قیمت هیچ تاثیری روی تبلیغ شفاهی برای بازدید کننده های تکراری ندارد. بنابراین ما نشان می دهیم که تاثیر قیمت روی تبلیغ شفاهی برای بازدید کننده های تکراری کاهش می یابد.
مقاله ترجمه شده
2 بازدیدهای آنلاین: تفاوت ها ازنظر وسیله بازدید
سال انتشار: 2019 - تعداد صفحات فایل pdf انگلیسی: 4 - تعداد صفحات فایل doc فارسی: 12
این مطالعه نقش ایفا شده توسط وسیله بازدید (موبایل یا رایانه) را دررفتار بازدید آنلاین از سایت های مسافرتی بررسی می کند. ما بیش از 2/1 میلیون بازدید آنلاین از سایت Booking.com را تحلیل می کنیم و وجود و ویژگی های متمایز بازدیدهای آنلاین صورت گرفته توسط وسایل موبایلی را آشکار می سازیم. یافته های ما بیان می کنند که 1) سهم بازدیدهای آنلاین صورت گرفته توسط موبایل با گذشت زمان با نرخ بسیار بالایی افزایش یافته است (بالاتر از نرخ رشد بازدیدهای صورت گرفته توسط رایانه)؛ 2) یک تفاوت سیستماتیک و ازنظر آماری معنادار بین ویژگی ها و توزیع های بازدیدهای آنلاین صورت گرفته توسط وسایل موبایلی دربرابر بازدیدهای آنلاین صورت گرفته توسط رایانه ها وجود دارد. ما میزان آگاهی از نقش ایفا شده توسط وسایل بازدید آنلاین از سایت های مسافرتی را بالا می بریم و دلالت های موجود برای تحقیقات آتی را ارائه می دهیم.
مقاله ترجمه شده
3 Electronic word of mouth and hotel performance: A meta-analysis
تبلیغ شفاهی الکترونیک و عملکرد هتل: یک تحلیل متا-2018
This study synthesizes existing empirical results about the relationship between electronic word of mouth (eWOM) and hotel performance via meta-analysis. Based on estimates from 25 articles, the average eWOM valence-based elasticity is estimated to be 0.888, whereas the average volume-based elasticity is 0.055. A hierarchical linear model is applied to uncover five aspects that explain variations in eWOM elasticities: research setting, data structure, variable measurement, model specification, and research outlet. The estimation results highlight several significant aspects affecting elasticity, such as year of study, geographic setting, panel data structure, data frequency, performance measurement, control of price variable, and function form. Finally, implications are provided for researchers and hoteliers.
keywords: Meta-analysise |WOM effect |Hotel performance |Hierarchical linear model (HLM)
مقاله انگلیسی
4 Do reviews from friends and the crowd affect online consumer posting behaviour differently?
آیا بازدیدهای دوستان و جمعیت روی رفتار پست گذاری مشتری آنلاین به صورتهای متفاوتی اثر می گذارند؟-2018
User-generated reviews are valuable resources for consumers to gain information on products which has significant impact on their decision-making. With the development of social network services, consumers are exposed to reviews coming from friends and the crowd. However, the impact of friend and crowd reviews on consumer posting behaviour has not been well differentiated. Using online review information as well as underlying social network information from Yelp, this research develops a multilevel mixed effect probit model to study the impact of consumer characteristics and reviews of different sources. This involves friends or the crowd, and the likelihood of the consumer further engaging in posting behaviour. Despite the common perception that the volume, valence and variance of reviews significantly impact the likelihood of following posting behaviour, we found that such influence comes from friend reviews. The volume of friend reviews had much stronger impact on the target user’s posting behaviour than that of the crowd. The valence and variance of the crowd reviews showed no influence when ignoring the friend reviews, but negative influence when considering it. The friend reviews and crowd reviews were further divided for positive and negative valences, and only the positive friend reviews and negative crowd review were found to enhance posting.
keywords: Crowd’s reviews |Friends’ reviews |Online reviews |Posting behaviour |Review valence |Review variance |Review volume |Social influence |Social networks |Word-of-mouth
مقاله انگلیسی
5 Predicting the helpfulness of online product reviews: A multilingual approach
پیش بینی مفید بودن بازدیدهای آنلاین از محصول: یک دیدگاه چند زبانه-2018
Identifying helpful reviews from massive review data has been a hot topic in the past decade. While existing research on review helpfulness estimation and prediction is primarily sourced from English reviews, non-English reviews may also provide useful consumer opinion information and should not be neglected. In this study, we propose a review helpfulness prediction framework that processes and uses multilingual sources of reviews to generate relevant business insights. Adopting a design science research approach, we design, implement, evaluate and deliver an IT artifact (i.e., our framework) that predicts the helpfulness of a review and accounts for non-English reviews. Our evaluations suggest that we achieve better performance on review helpfulness prediction and classification by including the variables generated by our instantiated multilingual system. By demonstrating the feasibility of our proposed framework for multilingual business intelligence applications, we contribute to the literature on business intelligence and provide important practical implications to practitioners.
keywords: Word-of-mouth |Product reviews |Multilingual reviews |Review helpfulness |Prediction
مقاله انگلیسی
6 The Opinion Management Framework: Identifying and addressing customer concerns extracted from online product reviews
چارچوب مدیریت نظرات: شناسایی و بررسی نگرانی های استخراج شده مشتری از بازدیدهای آنلاین از محصول-2018
Online product reviews appear in many e-commerce websites and help merchants understand any obstacles experienced by existing customers. Negative reviews can discourage potential customers, especially when such reviews appear with no response from the merchant. After the appearance of an unfavourable review, the merchant is at risk of incurring negative impact on the community of present and future customers, which can harm the business. He or she may be able to deflect this by promptly communicating any planned actions, completing them, and reporting that they are complete. The initial communication is the most urgent. When presented with a set of online reviews, a merchant’s predicament is to quickly decide what tasks need to be done, which are the most important, and when each can be completed. In this paper, we describe our Opinion Management Framework that assists a merchant to quickly identify, select, and schedule tasks that can rectify issues mentioned in online reviews. We also describe an interactive web-based prototype that helps the business owner (1) to select a set of tasks with an optimal cost/benefit tradeoff, (2) to ensure that all tasks can be completed within a specific time limit, and (3) to conservatively estimate a completion date for each issue’s resolution.
keywords: Social commerce |Topic extraction |Opinion extraction |Actionable analytics |Project management |Optimal task selection |Critical path |Electronic word of mouth
مقاله انگلیسی
7 An experimental study of Chinese tourists using a company-hosted WeChat official account
یک مطالعه تجربی روی گردشگران چینی با استفاده از یک حساب رسمی شرکتی وی چت-2018
Company-hosted WeChat official accounts (WOA) have emerged as a commonly-used marketing channel recently. The relationship between user motivations and behaviors in WOA need to be explored. This study distinguishes between consumers hedonic and utilitarian motivations for using travel agency-hosted WOA, and empirically investigates the influence of WeChat user motives and trust on usage behaviors and word-of-mouth (WOM) intentions. Structural equation modeling was employed to analyze the relationships among motivation, behavior, trust and WOM. The results show that utilitarian motivation has a significant effect on consumer participation behavior which obviously impacts the users WOM intention. Furthermore, the outcomes also indicate that trust affects user participation behavior and WOM intention significantly. The findings provide theoretical insights into consumer behavior in social media and contribute to managerial implications for practitioners.
keywords: Behavioral research |Empirical study |Motivation |Social media |Trust |WeChat |Word-of-mouth
مقاله انگلیسی
8 Residents place attachment and word-of-mouth behaviours: A tale of two cities
تعلق مکانی ساکنین و رفتارهای تبلیغ شفاهی: یک داستانی از دو شهر-2018
Factors that motivate residents to communicate with potential tourists have not received adequate attention from researchers. Based on the environmental psychology and tourism literature, this study focuses on local residents positive word-of-mouth behaviour about their destination region through two communication channels. Dimensions of place attachment are proposed as determinants of two types (one-to-many and many-to-many) of online word-of-mouth behaviours. A theoretical structural model is tested based on an empirical study in Shanghai, China and Sydney, Australia. The research has implications for destination marketing managers in understanding how to involve local residents in the promotion of their tourism destinations.
keywords: Place attachment |Destination branding |Word-of-mouth |Structural equation modelling |Resident
مقاله انگلیسی
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