THE SURVEY OF PERCEIVED INFLUENCE FROM COMMUNICATOR WORD OF MOUTH (VERBAL COMMUNICATION) ON SELECTION PRODUCTIONS BRAND OF COMMUNICATIONAL TECHNOLOGY (CASE STUDY: MOBILE)

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DORODI HOMA

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

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Journal: MEDIA STUDIES Year:2012 | Volume:7 | Issue:16 Page(s): 57-68

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Title

THE SURVEY OF PERCEIVED INFLUENCE FROM COMMUNICATOR WORD OF MOUTH (VERBAL COMMUNICATION) ON SELECTION PRODUCTIONS BRAND OF COMMUNICATIONAL TECHNOLOGY (CASE STUDY: MOBILE)

Author(s)

DORODI HOMA | Issue Writer Certificate

Keywords

WORD OF MOUTHQ2

SIMILARQ2

EXPERT AND CREDIBLE COMMUNICATORQ2

OPINION LEADERSQ2

Abstract

This article has tried to study the perceived influence of communicator WORD OF MOUTH (WOM) on consumer's perception and behavior in selecting communicational technology productions' brand (mobile). This study is based on wangeheim and Bayon model and surveys the influence of SIMILAR, EXPERT AND CREDIBLE COMMUNICATOR's recommendation on consumer's perception and behavior.This methodology was an experimental research on static group design, employed questionnaire among sample students in the high school and university. To analyze the data, descriptive and deductive statistics was used.Findings showed there is a meaningful difference between SIMILAR, EXPERT AND CREDIBLE COMMUNICATOR and perceived influence of WORD OF MOUTH, more over the relation between perceived influence from SIMILAR communicator's message and selection of suggested brand is weak relatively. The relation between perceived influence from EXPERT AND CREDIBLE COMMUNICATOR's message and selection of suggested brand is medium. Since the based findings the finance/performance risk is high, tendency to act on EXPERT AND CREDIBLE COMMUNICATOR's suggestions is more than SIMILAR communicator's suggestion.

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APA: Copy

DORODI, HOMA. (2012). THE SURVEY OF PERCEIVED INFLUENCE FROM COMMUNICATOR WORD OF MOUTH (VERBAL COMMUNICATION) ON SELECTION PRODUCTIONS BRAND OF COMMUNICATIONAL TECHNOLOGY (CASE STUDY: MOBILE). MEDIA STUDIES, 7(16), 57-68. SID. https://sid.ir/paper/211918/en

Vancouver: Copy

DORODI HOMA. THE SURVEY OF PERCEIVED INFLUENCE FROM COMMUNICATOR WORD OF MOUTH (VERBAL COMMUNICATION) ON SELECTION PRODUCTIONS BRAND OF COMMUNICATIONAL TECHNOLOGY (CASE STUDY: MOBILE). MEDIA STUDIES[Internet]. 2012;7(16):57-68. Available from: https://sid.ir/paper/211918/en

IEEE: Copy

HOMA DORODI, “THE SURVEY OF PERCEIVED INFLUENCE FROM COMMUNICATOR WORD OF MOUTH (VERBAL COMMUNICATION) ON SELECTION PRODUCTIONS BRAND OF COMMUNICATIONAL TECHNOLOGY (CASE STUDY: MOBILE),” MEDIA STUDIES, vol. 7, no. 16, pp. 57–68, 2012, [Online]. Available: https://sid.ir/paper/211918/en

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