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AN EVALUATION OF HOW WORD-OF-MOUTH MARKETING STRATEGIES AFFECT CONSUMER BRAND PREFERENCES IN CAMEROON: A CASE STUDY OF SWECOM PLC

This study evaluates how word-of-mouth marketing strategies influence consumer brand preferences in Cameroon, using Swec...

Chapters

5

Research Type

quantitative

Delivery Time

24 Hours

Preview

CHAPTER ONE INTRODUCTION 1.1 Background of the Study Word-of-mouth (WOM) marketing has emerged as a crucial factor influencing consumer brand choices worldwide, especially given the rapid changes in consumer behavior and marketing landscapes. WOM refers to the informal exchange of information between individuals about products, services, and brands. This type of communication has a strong impact on how consumers make their purchasing decisions. The importance of WOM marketing has grown even f...

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