Advances in Economics, Management and Political Sciences

- The Open Access Proceedings Series for Conferences


Proceedings of the 2nd International Conference on Business and Policy Studies

Series Vol. 10 , 13 September 2023


Open Access | Article

How does Word-of-mouth Marketing Affect Customer Loyalty

Siyu Zhao 1 , Zhou Jiang 2 , Yuanshu Li * 3 , Jiaoyang Meng 4
1 Southwestern University of Finance and Economy
2 Penn State University
3 University of California
4 University of Kansas

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 10, 51-57
Published 13 September 2023. © 13 September 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Siyu Zhao, Zhou Jiang, Yuanshu Li, Jiaoyang Meng. How does Word-of-mouth Marketing Affect Customer Loyalty. AEMPS (2023) Vol. 10: 51-57. DOI: 10.54254/2754-1169/10/20230427.

Abstract

With the development of social media, commercial marketing means are increasing rapidly. Among all the marketing strategies, word-of-mouth still plays a critical role. In addition, there has been a variety of innovations to apply this procedure in promotions. Thus, this article will focus on the relationship between word-of-mouth marketing and consumer loyalty to answer how word-of-mouth marketing improves consumer trust and wins long-term stable consumer groups.

Keywords

word-of-mouth marketing, customer loyalty, social media

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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 2nd International Conference on Business and Policy Studies
ISBN (Print)
978-1-915371-47-8
ISBN (Online)
978-1-915371-48-5
Published Date
13 September 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/10/20230427
Copyright
13 September 2023
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated