Derivations of factors influencing the word-of-mouth marketing strategies for smart phone applications by using the fuzzy DEMATEL based network process

Chi Yo Huang, Yen Hsiang Ting

Research output: Contribution to conferencePaper

2 Citations (Scopus)

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.

Original languageEnglish
Pages42-47
Number of pages6
DOIs
Publication statusPublished - 2012 Dec 1
Event2012 International Conference on Fuzzy Theory and Its Applications, iFUZZY 2012 - Taichung, Taiwan
Duration: 2012 Nov 162012 Nov 18

Other

Other2012 International Conference on Fuzzy Theory and Its Applications, iFUZZY 2012
CountryTaiwan
CityTaichung
Period12/11/1612/11/18

Keywords

  • Analytic Network Process (ANP)
  • Application (APP)
  • Fuzzy Decision Making Trial and Evaluation Laboratory (DEMATEL)
  • Multiple Criteira Decision Making (MCDM)
  • Word of Mouth (WoM)

ASJC Scopus subject areas

  • Logic

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    Huang, C. Y., & Ting, Y. H. (2012). Derivations of factors influencing the word-of-mouth marketing strategies for smart phone applications by using the fuzzy DEMATEL based network process. 42-47. Paper presented at 2012 International Conference on Fuzzy Theory and Its Applications, iFUZZY 2012, Taichung, Taiwan. https://doi.org/10.1109/iFUZZY.2012.6409673