Abstract: This article explores the correlation between communication strategy and the phenomenon of word-of-mouth, a crucial element of effective marketing and a significant driver of consumer behavior. It examines previous research on message strategy and electronic word-of-mouth (e-WOM), while identifying gaps it aims to fill. The study adopts a quantitative approach, using a designed questionnaire to collect data from consumer samples in a specific product category. The tools assess how different communication strategies, such as emotional appeals and product features, influence consumers' attitudes and intentions regarding electronic word-of-mouth. The......
Keyword: Communication strategy, Word-of-mouth (WOM), Effective marketing, Consumer behavior
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