10 mins presentation
Does eWOM by brand fans affect consumers? Contribution of Ambassador and an attempt to Cross-Border E-Commerce
Session summary
The influence of eWOM and recommendation by friend has been significantly poweful due to the proliferation of social media and price comparison websites. We define fans who proactively talk about a brand as "Ambassador" and the number of brands that collaborate with ambassadors has been increasing. I’d like to talk about how to deliver the value and attractiveness of brand on E-Commerce through its loyal fans as well as its impact on the market. In addition, I am also going to cover how to convey the value of “MADE IN JAPAN” products in Cross-Border E-Commerce by utilizing the eWOM.
ロイヤルガーデン