The Influences of Message Order and Advertising Vividness on The Influences of Message Order and Advertising Vividness on Communication Effect
| Autor: | CHENG HUI CHOU, 周政輝 |
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| Rok vydání: | 2006 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 94 The Influences of Message Order and Advertising Vividness on Communication Effect By Jeff Chou May 2006 Advisor(s): Prof. Shih-An Liang; Dr. Hong-Long Wang Department: Department of Business Administration Major: Business Administration Degree: Master Advertising and word-of-mouth communication are both critical sources of decision-making for consumers. In recent years, much research has examined the pure effect of advertisement, but little research has examined the intergrated of them. However, in the true market, consumer’s attitude can also possibly affected by WOM. This will influence consumer’s purchase decision-making, even eliminate the expected effect of advertisement. Negative WOM plays the main role of negative information of a brand, because complain is an important way for consumers to express their dissatisfaction(Richins, 1983; Swan & Oliver, 1989). This study combines both of these different way of information sources to explore the integrated communication effects of positive advertising and negative WOM. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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