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Maharani, Binti Nadia
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Analysis of MSME Entrepreneurs' and Consumers' Perceptions of the Role of e-Word of Mouth and Conventional Word of Mouth in Business Maharani, Binti Nadia
Proceeding Kilisuci International Conference on Economic & Business Vol. 3 (2025): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/sb2sm590

Abstract

Research aim: To analyze the differences in the effectiveness of WOM and e-WOM and the perceptions of MSME actors and consumers. Design/Method/Approach: A descriptive qualitative approach through in-depth interviews. Research Findins: Traditional WOM is more effective in building trust through interpersonal relationships, while e-WOM excels in reach and speed of information, albeit requiring greater resources. Theoretical Contribution/Originality: Enriching the literature on the integration of WOM and e-WOM within MSMEs. Practitionel/Policy implication: Providing guidance for MSMEs in trust-based and technology-driven marketing strategies. Research Limitation: Limited sample size across a few MSME sectors.
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