Referencing in the Virtual World: A Study

View Sample PDF

Author(s): G. K. Deshmukh (Pt. Ravishankar Shukla University, India)and Sanskrity Joseph (Pt. Ravishankar Shukla University, India)
Copyright: 2018
Pages: 19
Source title: Media Influence: Breakthroughs in Research and Practice
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-5225-3929-2.ch022

Keywords: Communication Studies / Education / Information Science Reference / Mass Communications

Purchase

View Referencing in the Virtual World: A Study on the publisher's website for pricing and purchasing information.

Abstract

The fact that ‘Man is a social being' is seen and felt in real as well as in virtual world. The paper discusses the advent of concept of social customer. All customers who use social media to share their experience through their positive or negative comments related with goods and services used as well as those who browse social media for getting reference to arrive at a decision to buy or choose are social customers. In the above backdrop the researchers have tried to highlight following issues: (i) definition of Social Customers, (ii) impact of Social media as a reference group on social customer. The researchers have conducted an empirical study and analyzed the data through Structural equation modeling and provided guidelines to marketers on the impact of social media in general and e-WOM in particular on buying behavior of social customers.

The IRMA Community

Research IRM

Referencing in the Virtual World: A Study

Purchase

Abstract

Related Content

IRMA Sponsors