The effects of personal experience, advertising and public relations on electronic word-of-mouth (e-WOM) of the consumers towards the Air Asia Airlines reputations

Mahyidin, Muhamad Faiz and Aziz, Najah Nurul Jannah and Mohd Noor, Noor Aznieza and William, Tan Wai Loon (2015) The effects of personal experience, advertising and public relations on electronic word-of-mouth (e-WOM) of the consumers towards the Air Asia Airlines reputations. [Undergraduate Final Year Project Report]

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Abstract

Electronic Word-of-Mouth communication defined as any positive or negative statement made by the potential, actual, or former customers about a product or company, which was made available to a multitude of people and institutions via the Internet. The e-WOM communication took place in many ways for example Web-based opinion platforms,discussion forums, boycott Web sites and news groups. The study of the e-WOM communication showed that it had high influence towards the people’s intention of purchasing. This research intends to seek for the impact of electronic Word-of-Mouth throughout the three factors which included the personal experiences, advertising and public relations’ roles. This research also seeks for the reputations of Air Asia Airlines either it was affected by the personal experiences, advertisements and public relations’roles in a good or bad way

Item Type: Undergraduate Final Year Project Report
Faculty: Faculty of Entrepreneurship and Business
Depositing User: En Khairul Azman Che Ibrahim
Date Deposited: 24 Aug 2016 01:17
Last Modified: 24 Aug 2016 01:17
URI: http://umkeprints.umk.edu.my/id/eprint/5754
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