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CREDIBILITY OF WORD OF MOUTH ADVERTISING: A COMPARATIVE STUDY OF MOVIES AND FMCG

THAKER , SHRADDHA (2012) CREDIBILITY OF WORD OF MOUTH ADVERTISING: A COMPARATIVE STUDY OF MOVIES AND FMCG. Masters thesis, Christ University.

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Abstract

Word of mouth which is synonymous to organic marketing, buzz marketing and viral marketing is one of the most popular and a non expensive form of advertising which is undertaken by almost anyone and everyone. The changing times are seeing a changing use of this form of advertising. The study revolves around this medium of mass communication and mass consumption. The researcher thus seeks to understand the use of word of mouth advertising in case of movies and fast moving consumer goods and to find out its credibility in terms of usage. A sample size of 100 was selected using snowball sampling technique. The method of primary data collection comprised of surveys in the form of questionnaire which was distributed online. The study revealed that word of mouth advertising is more preferred, trusted and considered credible in case of movies which is the greatest source of entertainment for people even today and not fast moving consumer goods which are tried and tested by consumers themselves.

Item Type:Thesis (Masters)
Subjects:Thesis > Masters > MS Communication
ID Code:5847
Deposited By:Knowledge Center Christ University
Deposited On:13 Jan 2014 16:39
Last Modified:13 Jan 2014 16:39

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