Analysis of reputation effect, attractiveness of advertising and community effects on positive word of mouth with variable intervening customer values on users of GSM-based cellular cards in Palembang City / Megawati and Sri Megawati Elizabeth

• Main Authors: Megawati, Sri Megawati Elizabeth
• Format: Article
• Language: English
• Published: UiTM Cawangan Johor 2020
• Subjects: Social aspects. Social marketing; Advertising
• Online Access: http://ir.uitm.edu.my/id/eprint/43101/1/43101.pdf; http://ir.uitm.edu.my/id/eprint/43101/; https://insightjournal.my/

The purpose of this study was to analyse the impact of reputation, advertising attractiveness, and also community effect on Positive Word of Mouth (WOM). Customer’ value was employed as an intervening variable. Both primary data and secondary data were employed. The secondary data were gathered usin...