munh seey vipanan

munh seey shabd vipanan (mahila, mahila vipanan, jise munh seey shabd vigyaapan bhee kahaa jaataa haye) swabhavik roop seey honey vaale munh seey shabd seey alag haye, kyonki yeh sangathanon dwara sakriya roop seey prabhaavit yaa protsaahit kiya jaataa haye (jaise.jee. 'seeding' ack network mein ack sandesh haye joe niyamit upbhoktaon koo mahila mein sanlagn honey key liye puraskrit kartaa haye, mahila 'agents' koo niyukt kartaa haye). jabaki mahila koo vaastav mein niyantrit karna mushkil haye, shodh seey pataa chalaa haye kii mahila key uddeshya key liye mahila koo 'prabandhit' karane key teen samanya raaste hainh 
munh seey kahane vaale vipanan kii safalata kaafee hudd taka upayog kiye jaane vaale puraskaron kii prakriti parr nirbhar karati haye. shodh seey pataa chalaa haye kii jaba galat protsahanon kaa upayog upbhoktaon yaa agents koo utpaadon yaa brandon key baare mein sakaratmak shabd-off-mouth failaane key liye prerit karane key liye kiya jaataa haye, tou abhiyaan sangathan parr ulta assar daal sakate hain. upabhokta mahila koo vyaavsaayik roop seey prerit maukhik shabd key prati ack pratibhaar key roop mein sujhaaya gayaa haye.
itihas.
ack manovaigyaanik, george silverman ney nae dawa utpaadon key baare mein baatchit mein chikitsakon koo shamil karane key liye "telly-conferenced pier prabhaav samooh" banaane key baad maukhik vipanan kaa beedaa uthaaya. silverman ney 1970 key dashak kii shuruat mein chikitsakon key saath phocus samoohon kaa sanchaalan karate hue ack dilchasp ghatana dekhi. "ack yaa dou chikitsak jinhen ack dawa key saath achchha anubhav thaa, way sandehiyon key poore samooh koo prabhaavit karenge. way poorv-lekhakon key ack asantusht samooh koo bhee prabhaavit karenge jinake paas nakaratmak anubhav they!"
web 2 key udbhav key saath, facebook, youtube, myspace aur digg jaise kaee web startups ney apane dwara vikasit kiye gaye soshal network key saath ise vilay karke buzz marketing kaa upayog kiya haye. ack shodh aur sanchaar munch key roop mein internet key badhate upayog key saath, upbhoktaon aur vipanakon key liye maukhik shabd ack adhik shaktishali aur upayogi sansaadhan bunn gayaa haye. yeh isaliye sambhav hoe gayaa haye kyonki internet key aagaman key saath, doori, bhashai aur anya sanchaar baadhaon key gayab honey key kaaran sanchaar kii prakriya koo saral banaaya gayaa haye. loga apani raay saajha karane key liye adhik ichchuk hoe gaye hain, vishayagat samudaay banaate hain, joe antatah mahila koo prabhaavit karate hain.
octuber 2005 mein, vigyaapan nigrani samooh vaanijyik chetavani ney sanyukt raajya america aff. tii. see. koo dishanirdesh jaari karane key liye yachika daayar kii, jisamen bhugtan kiye gaye maukhik vipanak koo usa company key saath apane sambandhon aur sambandhit muaavaje kaa khulasa karane kii aavashyakta hoti haye, jisake utpaad way vipanan curr rahey hain. sanyukt raajya aff. tii. see. ney kahaa kii vaha una sthitiyon kii jaanch karega jinamen kissy utpaad key maukhik vipanak aur vikreta key beach sambandh kaa khulasa naheen kiya jaataa haye aur yeh samarthan koo prabhaavit curr sakata haye. aff. tii. see. ney kahaa kii vaha mamle-darr-mamle key aadhar parr ullanghan karane vaalon kaa peechha karega. ullanghan karane vaalon key liye parinamon mein yuddhaviram key adesh, jurmana yaa nagrik dund shamil hoe sakate hain.
word off mouth marketing association, ack americi vyaapaar samooh joe saikadon companiyon kaa pratinidhitva kartaa haye, ney ack naitikta sanhita koo apanaaya haye jisamen kahaa gayaa haye kii nirmaataon koo sifaarishon yaa samarthan key badale mein upbhoktaon koo nakad kaa bhugtan naheen karna chaahiye.
shodh firm pee. kyu. media kaa anuman haye kii 2008 mein, companiyon ney maukhik vipanan parr 1.54 arab dollar kharch kiye. jabaki paaramparik vigyaapan chainalon parr kharch dheema hoe rhaa thaa, 2008 mein maukhik vipanan parr kharch 14.2 pratishat badhaa, joe khaadya aur peya brandon key liye 30 pratishat thaa.
aaj key samay mein maukhik vipanan online aur aamane-saamane baatchit donon key madhyam seey haye. vipanan vigyaan key liye ehrenberg-baas sansthaan ney dikhaaya haye kii vikas praapt karane key liye, brandon koo mukhya prashansak samoohon seey parey munh kii baat banani chaahiye-jiska arth haye kii vipanakon koo kewal facebook jaise samudaayon parr dhyaan kendrit naheen karna chaahiye. deloitte key anusaar, aage key shodh seey pataa chalaa haye kii 'adhikansh vakaalat offline hoti haye'-isake bajaay yeh vyaktigat roop seey hoti haye. vigyaapan anusandhaan patrika" key anusaar, brandon key baare mein sabhi upabhokta baatchit kaa 75 pratishat aamane-saamane hotaa haye, 15 pratishat phone parr hotaa haye aur kewal 10 pratishat online hotaa haye. doosari or, kuchh loga soshal media kii baatchit koo mukhar vipanan key shabd seey atoot roop seey bandhe hue maanate hain. 2003 mein, fred reachhold ney shuddh pravartak score pesh karke word-off-mouth marketing kii ranneeti koo lagu kiya, joe ack brand key "pravartakon" kii sankhya kaa vishleshan kartaa haye, joe iss tarah kii vipanan ranneeti key madhyam seey anya logon koo brand kii sifarish karate hain jinhen way jaanate hain.
kaarak.
akaadamik shodh aur jonah burger kii sabse adhik bikane vaali pustak "sankraamkah cheejen kyon pakadati hain" key anusaar, chhah pramukh kaarak hain joe logon koo baat karane aur saajha karane key liye prerit karate hain. way steps naamak ack sankshipt naam mein vyavasthit hain, jiska arth haih
munh seey bolane kaa ack aur pramukh manovaigyaanik chaalak ruchi haye. jaisa kii sernovitz kaa sujhaav haye, "koee bhee ubaau companiyon, ubaau utpaadon yaa ubaau vigyapanon key baare mein baat naheen kartaa haye.
avadhaaranaaen/model.
teen model.
jaba aage key shodh mein word-off-mouth marketing kii avadharana vikasit kii gaee, tou word-off-mouth ranneeti key peechhe kaee model bhee vikasit hue. inn models mein carbonic antar upabhokta prabhaav model, raikhik vipanak prabhaav model aur network saha-utpaadan model shamil hain.
jaba maukhik vipanan shabd key praarambhik aur saraltam roop seey kaam kiya jaataa haye tou yeh javic antar-upabhokta prabhaav model key model seey sambandhit hotaa haye. iska matlab haye kii vishesh utpaad key baare mein joe kahaa jaa rhaa haye, usake baare mein sangathanon key paas koee pratyaksh input naheen haye, yeh kewal ack upabhokta haye joe utpaad sameekshaon aur yaa graahak seva anubhav key baare mein dusare seey baat curr rhaa haye. iss model key peechhe mukhya prerana dusaron key liye haye kii way kissy utpaad key baare mein sambhaavit upbhoktaon koo unake sarvottam hita seey chetavani dein aur soochit karein, naa kii vyaktigat laabh key liye. iss model koo javic honey key liye sandarbhit kiya jaataa haye kyonki yeh swabhavik roop seey hotaa haye, jiska arth haye kii yeh firm dwara niyojit naheen haye aur taba hotaa haye jaba upabhokta kissy nishchit brand yaa utpaad key saath apane anubhav koo saajha karna chaahata haye.
jaise-jaise shodh pragati karna shuru huaa, vipanak "prabhaavshaali upbhoktaon" kaa mahatva paate hain. isaliye raikhik vipanak prabhaav model koo apanaaya gayaa. raikhik vipanak prabhaav model prabhaavshaali grahakon key sambhaavit grahakon aur upbhoktaon key saath baatchit karane key vichaar kaa parichay detaa haye kii kaise ack nishchit utpaad unake liye khareedane key liye fayademand hoe sakata haye. yeh model sangathanon koo yeh sunishchit karane kii anumati detaa haye kii vishvasaniya prabhaavshaali srot sangathan key shabd/sandesh koo faila rahey hain aur sangathan key moolya prastaav koo lakshit upabhokta key liye safaltapurvak aur sateek roop seey prastut curr rahey hain. yeh "utpaad kii sameeksha karane vaale vishvasaniya sroton key madhyam seey lakshit vigyapanon aur pracharon" key madhyam seey kiya jaa sakata haye. vipanak iss model koo maukhik vipanan kaa ack prabhaavi model paate hain aur isane sangathan key kissy vishesh utpaad key baare mein nakaratmak raay aur drishtikon key failane kii sambhavana koo cumm curr diyaa.
network saha-utpaadan modelh yeh dekhaa kii vipanak "ack seey ack beej aur sanchaar karyakramon" koo pesh karate hain. yeh model kissy vishesh utpaad parr jaankaari jaari karane key madhyam seey grahakon key beach nishchit utpaad key baare mein baatchit koo protsaahit kartaa haye. yeh word-off-mouth model online gatividhiyon parr adhik kendrit haye, jisamen blogg aur online samudaayon kaa upayog utpaad key sandesh koo sampreshit karane key srot key roop mein kiya jaataa haye. network saha-utpaadan model vipanak koo online maukhik gatividhi koo niyantrit karane aur prabandhit karane kaa avsar detaa haye.
buzz rhaa haye.
vipanan charcha yaa buss "charcha" ack shabd haye jiska upayog maukhik vipanan mein kiya jaataa haye-ack utpaad yaa seva key upbhoktaon aur upayogkartaon kii baatchit mool vipanan sandesh koo badhaane key liye kaam karati haye. kuchh loga upbhoktaon key beach prachaar key ack roop key roop mein charcha kaa varnan karate hain, ack aspasht lekin sakaratmak sambandh, utsaah, yaa kissy utpaad yaa seva key baare mein pratyasha. sakaratmak "charcha" aksar viral vipanan, jansampark aur web 2 media parr vigyaapan kaa ack lakshya hotaa haye. yeh shabd vipanan takneek key nishpaadan aur parinamswarup paida hui sadbhavana donon koo sandarbhit kartaa haye. parichay parr majboot vipanan charcha vaale utpaadon key udaaharan hairi potter, wolkswagen nyu beatle, pokmon, beaney bebi aur "blair witch project" they.
viral prabhaav.
viral vipanan aur viral vigyaapan una vipanan takneekon kaa ullekh karane vaale charcha-shabd hain joe brand jagrukta mein vriddhi karane yaa anya vipanan uddeshyon (jaise utpaad bikri) koo praapt karane key liye pahale seey maujood samajik network kaa upayog karate hain, joe virus yaa computer virus key prasaar key anuroop hain. yeh internet key network prabhaavon dwara maukhik roop seey diyaa jaa sakata haye yaa badhaaya jaa sakata haye. viral prachaar video clip, interactive flashes game, advergame, ebook, brandable software, chhaviyon yaa yahaan taka kii paath sandeshon kaa roop leey sakate hain. safal viral vipanan karyakram banaane mein ruchi rakhane vaale vipanak kaa lakshya uchch samajik networking kshamata (aiss. aine. pee.) vaale vyaktiyon kii pehchaan karna haye-aur kissy anya pratiyogi dwara liye jaane kii uchch sambhavana haye-aur viral sandesh banaana haye joe aabaadi key iss varg koo aakarshit karate hain. viral marketing" shabd kaa upayog gupt vipanan abhiyaanon koo sandarbhit karane key liye bhee kiya gayaa haye-kharidari kendron mein cumm bajar vaale vigyapanon key saath milkar astroturfing online kaa beiman upayog sahaj shabd-key-munh utsaah kii chhaap paida karane key liye.
mahila kaa vishleshan karna.
upabhokta samajik, karyatmak aur bhaavnaatmak karakon key kaaran brandon koo maukhik roop seey badhaava dey sakate hain. 
shodh ney terah brand visheshtaon kii pehchaan kii haye joe mahila koo uttejit karati hain, arthaath
iss shodh mein yeh bhee paaya gayaa kii jabaki samajik aur karyatmak chaalak mahilaaon key online madhyam seey padonnati key liye sabse mahatvapurna hain, bhaavnaatmak chaalak offline pramukh hain.
laabh aur haani.
vigyaapan abhiyaan key sanchaar mein maukhik vipanan bahut prabhaavi hoe sakata haye kyonki yeh kissy vishesh utpaad key baare mein baat karane key liye "upabhokta rakshakon koo bhedane" kaa samadhan pradaan curr sakata haye.
kaee vipanak iss prakaar kii vipanan ranneeti koo ack nishchit utpaad key poore vigyaapan abhiyaan key liye fayademand paate hain. iss vipanan ranneeti kaa ack sakaratmak pahalu yeh haye kii iss maukhik vigyaapan key srot jyaadaatar vyaktigat hain. iska matlab haye kii way vyaktigat laabh key liye sangathan seey anunaya key adheen naheen hain yaa pakshapaati honey key adheen naheen hain. vigyaapan abhiyaan parr iska sakaratmak prabhaav padata haye kyonki yeh darshaata haye kii upabhokta kissy utpaad key baare mein imandari seey kyaa sochate hain aur kissy vishvasaniya srot dwara upabhokta kii sifarish kiye jaane key kaaran vishesh utpaad yaa sevaaon koo aazmaane kii prerana badhati haye.
haalaanki, maukhik vipanan key saath kuchh nuksan aur aalochanaaen hain. munh seey kahane vaalaa vipanan bahut avyavastha key adheen haye. paaramparik maukhik shabdon key vipareet, electronic mahila naa kewal sakaratmak sameekshaaen shamil karane mein saksham haye, balki poorv, vaastavik aur sambhaavit grahakon dwara online kii gaee nakaratmak sameekshaaen bhee samay parr shamil curr sakati haye. natijatan, maukhik vipanan kabhi-kabhi upabhokta key drishtikon aur dhaarana koo badalane yaa prabhaavit karane mein fayademand naheen hoe sakata haye, vishesh roop seey ack javic srot seey kyonki brand key baare mein nakaratmak baatchit hoe sakati haye. yeh javic srot key utpaad koo fayademand naheen khojane key kaaran haye aur isaliye utpaad key baare mein nakaratmak dhaarana haye, jise phir saajha kiya jaataa haye. halanki sakaratmak shabd-off-mouth kharidari key iraade koo sakaratmak roop seey prabhaavit kartaa haye jabaki nakaratmak shabd-off-mouth graahak khareed key iraade koo cumm kartaa haye, prabhaav asmamit haye. sakaratmak maukhik shabdon kii tulanaa mein, nakaratmak maukhik shabdon kaa khareed key iradon parr badaa prabhaav padata haye.
iss vipanan ranneeti key baare mein ack aur aalochana yeh haye kii loga nirash hotey hain aur dhokha mahsoos karate hain jaba unhein pataa chalata haye kii ack vyakti jisane kissy utpaad key baare mein unake ravaiye koo prabhaavit kiya haye, vaha aisaa karane key liye kaam curr rhaa haye yaa usase labhanvit hoe rhaa haye. antatah isamen upbhoktaon koo apana ravaiya badalane kii kshamata haye, jiska firm kii utpaad pratishtha parr nakaratmak prabhaav parh sakata haye. aisaa hoe sakata haye kyonki upbhoktaon koo lagata haye kii brand key baare mein unaki poori dhaaranaaen kyaa theen, yeh bataana srot key hita mein naheen thaa. isi tarah, internet-abhiyaan companiyon dwara engineer shabd koo kritrim key roop mein dekhaa jaa sakata haye aur kabhi-kabhi jaankaari key aadhar parr niji maanaa jaataa haye.

