Analysis of MSME Entrepreneurs' and Consumers' Perceptions of the Role of e-Word of Mouth and Conventional Word of Mouth in Business
DOI:
https://doi.org/10.29407/sb2sm590Keywords:
word of mouth, e-word of mouth, MSME's, Management, MarketingAbstract
Research aim: To analyze the differences in the effectiveness of WOM and e-WOM and the perceptions of MSME actors and consumers.
Design/Method/Approach: A descriptive qualitative approach through in-depth interviews.
Research Findins: Traditional WOM is more effective in building trust through interpersonal relationships, while e-WOM excels in reach and speed of information, albeit requiring greater resources.
Theoretical Contribution/Originality: Enriching the literature on the integration of WOM and e-WOM within MSMEs.
Practitionel/Policy implication: Providing guidance for MSMEs in trust-based and technology-driven marketing strategies.
Research Limitation: Limited sample size across a few MSME sectors.
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