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An Empirical Study on the Importance of Electronic Word of Mouth in the Concierge Industry: The Case of Cyprus

An Empirical Study on the Importance of Electronic Word of Mouth in the Concierge Industry: The Case of Cyprus

Anna Makrides, Demetris Vrontis, Michael Christofi
Copyright: © 2020 |Pages: 23
ISBN13: 9781522585756|ISBN10: 1522585753|ISBN13 Softcover: 9781522585763|EISBN13: 9781522585770
DOI: 10.4018/978-1-5225-8575-6.ch015
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MLA

Makrides, Anna, et al. "An Empirical Study on the Importance of Electronic Word of Mouth in the Concierge Industry: The Case of Cyprus." Exploring the Power of Electronic Word-of-Mouth in the Services Industry, edited by Sandra Maria Correia Loureiro and Hans Ruediger Kaufmann, IGI Global, 2020, pp. 265-287. https://doi.org/10.4018/978-1-5225-8575-6.ch015

APA

Makrides, A., Vrontis, D., & Christofi, M. (2020). An Empirical Study on the Importance of Electronic Word of Mouth in the Concierge Industry: The Case of Cyprus. In S. Loureiro & H. Kaufmann (Eds.), Exploring the Power of Electronic Word-of-Mouth in the Services Industry (pp. 265-287). IGI Global. https://doi.org/10.4018/978-1-5225-8575-6.ch015

Chicago

Makrides, Anna, Demetris Vrontis, and Michael Christofi. "An Empirical Study on the Importance of Electronic Word of Mouth in the Concierge Industry: The Case of Cyprus." In Exploring the Power of Electronic Word-of-Mouth in the Services Industry, edited by Sandra Maria Correia Loureiro and Hans Ruediger Kaufmann, 265-287. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-5225-8575-6.ch015

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Abstract

The widespread access of electronic word of mouth (e-WOM) enables contemporary consumers to assess the opinions of others, irrespective of geographical boundaries, about products and services. This research examines the impact of e-WOM on building international brand awareness when the former is used as a core part of a company's overall digital marketing strategy. By applying the survey methodology, the findings provide support for this positive effect; namely, the integration of e-WOM in the overall digital marketing strategy and activities applied by an organization can enhance brand awareness beyond country borders and contribute towards the overall organizational effectiveness and success. Taken together, the study provides further insight into eWOM and cross-border brand awareness relationship and outlines several questions that deserve further study.

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