A Study of Determinants Affecting the Role of Word of Mouth in Image Building of Politicians

Dr. Anshu Bhati; Mr. Rahul Pandey

Volume : VI, Issue : V, May - 2016

A Study of Determinants Affecting the Role of Word of Mouth in Image Building of Politicians

Dr. Anshu Bhati, Mr. Rahul Pandey

Abstract :

Shå through storytelling is a very common and old practice and trusted too. WOM has its roots in storytelling in our culture. Politician’s image is no–doubt affected by the phenomenon in society. People talk, opine, discuss and then elect their leader; young mind being more irrational can more easily get affected by the waves of thought. The present study explored the determinants affecting the role of word of mouth in image building of politicians. Population under study contains youth from age group 18–30. Youth 18+ was taken, as at the age of 18 a person gets a right to vote. A sample of 200 such respondents is interviewed. The first four determinants of WOM which affect the image of politicians are, that, WOM is an effective tool, image building tool, long lasting tool due to peer influence and it is a perception building tool.