Electronic word of mouth is a type of networking style that involves transferring messages through word of mouth and socialization. In this case, the information is often interesting and informative thereby making it travel at a faster rate than normal messages. The process has proved to be effective in different parts of the globe making it one of the leading forms of marketing. One of the countries that the concept has proved to be effective is Qatar which to date is one of the leading countries in the Arabian Peninsula (Anttiroiko, 2008).
2. Research Problem
The paper investigates the level of effectiveness of the electronic word of mouth and its implications on consumer purchasing behavior (eWOM) in Qatar. Currently, the country is placing emphasis on adopting global business concepts and practices. One of the strategies that companies are using is eWOM which involves advertising the personal statements and experiences of a particular product from one consumer to another. The research can cover gaps such as poor message delivery, miscommunication, and consumer propaganda (Yoon, 2008).
3. Importance of Research
The main significance for researching on the product is to identify the risks and opportunities experienced by companies. The research will enhance the knowledge of the countries business dynamic by providing a comprehensive report of the issue at hand (Rodgers & Thorson, 2012).
4. Objectives of Research
The research objective is to use the information in the analysis to improve on the management and planning of business functions and practices in and outside the country (Rodgers & Thorson, 2012).
5. Literature Review and Previous Studies
The topic at hand is vital to the growth and sustainability of the country’s economic sector. As such, a number of studies, reviews, and reports have been written on the electronic word of mouth. Previous studies have focused on the introduction of the eWOM concept in global companies and their effect on small businesses (Anttiroiko, 2008).
6. Research Model and Hypothesis
The research Model and hypothesis is intended to argue for the notion that states that electronic marketing and consumer awareness is an effective form of consumer marketing and purchasing in Qatar. This will be done through the analysis of various variables and dependencies which will determine the validity of the arguments and information presented in literature reviews and case studies (Yoon, 2008).
7. Operational definition of the research constructs
Research constructs will be measured by the use of activity and tasks analysis, daily determination of the collected data, dependable, activities, and materials used. All processes will be measured and communicated to involved parties after completion. This will allow for the team to monitor the quality of the research process. As a result, the information will be corrected as during the course of the research to improve on the flow of information (Rodgers & Thorson, 2012).
8. Theoretical Framework
The theoretical framework that will be used in the paper will include the use of marketing concepts that explain the particular theory. This will be complemented by the use of case studies which write on electronic marketing. Furthermore, the paper will concentrate on the variables used in the cases such as the social cultural, economic, political, and environment implications that eWOM has on Qatar (Okazaki, 2012).
9. Research Methodology which Includes:
• Research philosophy and design
The research philosophy will include concepts used in establishing the research methodology, research strategies, and methods of inquiry. The design will reflect on the specific scientific methods used to collect data. The paper will use a qualitative methodology in order to get a precise understanding of the topic in question (Okazaki, 2012).
• Population and sample
The population that will be used to participate in the research process will be recruited from small and large businesses and firms in Qatar. The sampling size will be small to improve research efficiency and effectiveness. Apart from choosing a manageable size, sampling will be random so as to get a non bias point of view of the public’s thoughts on (eWOM) (Joffé, 2013).
• Data collection methods
The data collection methods will reflect on the methodology which is qualitative research. This includes doing one to one interviews, distributing questionnaires, and discussing the issue with focus groups. This will ensure that information is collected from primary sources who are well informed of the topic (In Lee, 2014).
• Statistical techniques that can be used for data analysis
The statistical techniques that can be used for data analysis are stratified sampling and systematic sampling because they target particular demographics while addressing the general implications of the topic (Yoon, 2008).
10. Expected Time Horizon for Completing the Research
The expected time horizon for completing the research is 3 months. This is an adequate time scope needed by the research group to conduct sampling, gather data, perform analysis, and discuss information. The time may vary depending on the variables and dependable. As such, the research will be conducted in an organized manner to reduce on the time constraints created by miscommunication and inefficiencies experienced (Czinkota & Ronkainen, 2013).
11. Expected Results and Managerial Implications
The results and managerial implications for the research will determine the level of success or failure of the process. The expected results in this case are that the public will have a positive reaction to the analysis. For example, the questions will ensure that participants are unbiased when providing their opinion. The managerial implications will look into proper organization of the research process. The implications will improve the way in which companies approach electronic marketing as a whole. In turn, this will create awareness in companies and industries that ideally are not exposed to the concept (Obbelode, 2009).
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- Czinkota, M. R., & Ronkainen, I. A. (2013). International marketing. Mason, OH: South-Western Cengage Learning.
- In Lee, I. (2014). Integrating social media into business practice, applications, management, and models.
- Joffé, E. G. H. (2013). Islamist radicalisation in Europe and the Middle East: Reassessing the causes of terrorism. London: I B Tauris.
- Obbelode, N. (2009). Analyzing word of mouth in the Web 2.0 for product related marketing research: Useful implementation or unnecessary practice? [Master thesis]. Munchen: GRIN Verlag.
- Okazaki, S. (2012). Handbook of Research on International Advertising. Cheltenham: Edward Elgar Pub.
- Rodgers, S., & Thorson, E. (2012). Advertising theory. New York: Routledge.
- Yoon, S. N. (2008). The effects of electronic word-of-mouth systems (EWOMS) on the acceptance of recommendation.