NDLI: Derivations of factors influencing the word-of-mouth marketing strategies for smart phone applications by using the Fuzzy DEMATEL based Network Process

Content Provider	IEEE Xplore Digital Library
Author	Chi-Yo Huang Yen-Hsiang Ting
Copyright Year	2012
Description	Author affiliation: Department of Industrial Education, National Taiwan Normal University, Taipei, Taiwan, ROC (Chi-Yo Huang; Yen-Hsiang Ting)
Abstract	The smart phone application (APP) market surges as the smart phones emerge as one of the most important consumer electronic devices during the past years. The total download numbers of APPs have reached 17.7 billion in 2011, which was doubled from 8.2 billion in 2010. In the foreseeable future, this mega trend continues. Thus, developers began to develop APPs on various platforms. The word-of-mouth marketing ((WOMM, WOM marketing) can improve APPs' exposures to customers and increase users' download rates and purchase intentions, as well. Though WOMM has become a new smartphone APP marketing promotion strategy, few scholars intended to explore factors influencing the definition of WOMM strategies. Thus, the authors intend to derive influences of the WOMM on mobile phone APPs by using the Fuzzy Decision Making Trial and Evaluation Laboratory (Fuzzy DEMATEL) and the Analytic Network Process (ANP). An empirical study based on a Taiwanese App developer was introduced for verifying the analytic framework. Based on the empirical study results, the recipients' capabilities of searching information, relationships between the message receiver(s) and communicator(s), as well as opinion leader's viewpoints are the most important factors influencing the WOMM strategies of Smart Phone APPs.
Starting Page	42
Ending Page	47
File Size	1378013
Page Count	6
File Format	PDF
ISBN	9781467320573
e-ISBN	9781467320566
DOI	10.1109/iFUZZY.2012.6409673
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2012-11-16
Publisher Place	Taiwan
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Application (APP) Analytic Network Process (ANP) Fuzzy Decision Making Trial and Evaluation Laboratory (DEMATEL) Decision making Lead Multiple Criteira Decision Making (MCDM) Educational institutions Word of Mouth (WoM) Smart phones Pragmatics
Content Type	Text
Resource Type	Article

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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