The off-line word-of-mouth marketing for business growth : case company: Jason Limited Company
Giang, Luu Nhat Anh (2020)
Giang, Luu Nhat Anh
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202004215483
https://urn.fi/URN:NBN:fi:amk-202004215483
Tiivistelmä
The off-line word-of-mouth marketing, due to its natural characteristic of easily spreading information among a group of people, significantly influences a business’s operations and plays an important role in boosting business to thrive. Although it is appreciated for decades, off-line word-of-mouth marketing has been still under in-depth research. For this reason, it is crucial to seek in-depth insights into the topic. The thesis aims at providing readers with in-depth understandings of the off-line word-of-mouth marketing, while the final goal is to generate a development plan for the case company and to offer suggestions on how the case company should apply off-line word-of-mouth marketing in deeper levels to improve its business operation.
The thesis is conducted in a deductive approach. Qualitative method is used as a major methodology and the quantitative method partly supports the research. Primary data was gathered through in-depth interviews with the case company’s customers and its leaders. Secondary data was collected from various kinds of information including published books, electronic sources, journals, e-journals, and unpublished sources. In this thesis, in-depth insights into the off-line word-of-mouth marketing including history, categorization, definition, the impacts, the drivers, the six steps model are presented.
Key findings gained from the research showed the hidden motivations driving customers to share off-line word-of-mouth messages, their emotional states affecting the off-line word-of-mouth spreading, the structures of their sharing network systems, and the formulas as well as secrets employed by the company. These results concluded that the case company should implement both already-employed strategies and newly-generated strategies to improve its business operation.
The thesis is conducted in a deductive approach. Qualitative method is used as a major methodology and the quantitative method partly supports the research. Primary data was gathered through in-depth interviews with the case company’s customers and its leaders. Secondary data was collected from various kinds of information including published books, electronic sources, journals, e-journals, and unpublished sources. In this thesis, in-depth insights into the off-line word-of-mouth marketing including history, categorization, definition, the impacts, the drivers, the six steps model are presented.
Key findings gained from the research showed the hidden motivations driving customers to share off-line word-of-mouth messages, their emotional states affecting the off-line word-of-mouth spreading, the structures of their sharing network systems, and the formulas as well as secrets employed by the company. These results concluded that the case company should implement both already-employed strategies and newly-generated strategies to improve its business operation.