This document summarizes a student project examining how experience goods can be successfully marketed online through word-of-mouth recommendations. It begins with an introduction noting that while online reviews exist for search goods, experience goods that rely more on personal recommendations are underrepresented online. The literature review then discusses theories of trust and how it relates to experience goods and word-of-mouth marketing. The methodology section outlines how the student analyzed various e-business sites to study how they implement trust mechanisms and whether experience goods can be successfully sold. Key findings include that while sites implement trust features, products heavily relying on experience are not successfully marketed. The conclusion determines that strong word-of-mouth through social networks could provide an opportunity to market experience goods online

Marketing Experience Goods On The Internet: The Case For Strong' Word of Mouth PDF

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