Chapter 2 This section contains a literature map that outlines the areas of focus when organizations and marketers need to guide consumers. Each subheading contains the topic and the literature utilized and cited to substantiate the research.
Literature Review According to Barry L. Bayus (1985) in Word of mouth: Indirect Effects of Marketing Efforts, communication plays an extremely important role in marketing, and marketers use communication to guide consumers. In other words, communications is the link between marketers and consumers and between consumers and their socio-cultural environments. Bayus says that marketers are well aware that socio-economic conditions influence ...