Empirical Research on the Word-of-Mouth Methods Utilized by a Corporation

Abstract

The purpose of this research is to discover the mechanism of the spawning process of consumer’s word-of-mouth activity that a corporation utilizes as their marketing method. Therefore, this research focuses on a brand community study and conducted a survey and empirical analysis targeting the ambassador program, a practical measure. As a result, it clarifies the mechanisms of the consumer’s word-of-mouth creation and also the promotional factors involved.