Essays about: "Word of Mouth campaigns"

Showing result 1 - 5 of 16 essays containing the words Word of Mouth campaigns.

1. 1. Why Recommend Cashless - A Quant Study Exploring The Determinants of The Intention To Recommend Mobile Payment System

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Sana Rehman; Amna Asad; [2021]
   Keywords : Mobile payment system; word-of-mouth; recommendation intention; cashless payments; technology spread; Business and Economics;

   Abstract : The purpose of this thesis is to explore antecedents of recommendation intention for the mobile payment system. The research design was cross-sectional, thus allowing to make associations and patterns. Further, structural equation modeling is used to analyze the relationships between the antecedents and intention formation. READ MORE

3. 2. “Milk is milk” versus “Ditch milk” : A case study of consumers’ attitudes towards brands involved in brand rivalry

   University essay from Högskolan Kristianstad/Fakulteten för ekonomi

   Author : Pernilla Lerberg; Kajsa Nilsson; [2020]
   Keywords : Consumer attitudes; brand rivalry; public conflict; buzz marketing; brand; word-of-mouth;

   Abstract : For the last five years, Sweden has seen a quite remarkable milk war between the traditional Arla serving dairy products and the innovative Oatly offering vegan milk substitutes. The purpose of this thesis was to investigate how consumers’ attitudes are affected by firms’ involvement in brand rivalry, where the conflict between Arla and Oatly served as a case. READ MORE

4. 3. A Bad Case of Electronic-Word-of-Mouth : A Bachelor Thesis on Negative EWOM and its Effects on Consumer Purchase Intentions and Brand Attitude

   University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

   Author : Johan Klingstedt; Sandra Naderi; [2020]
   Keywords : Electronic Word-of-Mouth; Brand Attitude; Subjective Norms; Purchase Intentions; Online Makreting; Social Media;

   Abstract : Background: The expansion of the World Wide Web has presented new challenges for managers. One of these challenges is the shift in power that favors consumers through the uprising of electronic word of mouth (eWOM). READ MORE

5. 4. CROWDFUNDING CAMPAIGNS, OPEN SOURCE AND COMMUNITIES The Relationships and Characteristics

   University essay from Göteborgs universitet/Institutionen för journalistik, medier och kommunikation

   Author : Patricia Ilin; [2017-10-10]
   Keywords : ;

   Abstract : Abstract Uppsats/Examensarbete: Examensarbete i Medie- och kommunikationsvetenskap, 15 hp Kurs: MK1500 Examensarbete i Medie- och kommunikationsvetenskap Nivå: Grundnivå Termin/år: VT/2017 Handledare: Malin Sveningsson Kursansvarig: Malin Sveningsson Sidantal: 38 Antal ord: 20,133 Nyckelord: Crowdfunding, open source, communities, hackarkultur, teknomeritokrati, relation, kommunikation Syfte: Studiens syfte är att studera de sociotekniska relationerna mellan communities och crowdfunding-kampanjer med open source-produkter. Teori: Kärnan i teorin utgör teknomeritokratisk kultur samt hackarkultur. READ MORE

6. 5. Corporate Brand Building in Start-Ups through Equity-Based Crowdfunding: A Case Study of Virtuous Spirits

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Sandra Markovic; Sandra Fernholz; [2015]
   Keywords : Brand ambassador; start-up branding; equity-based crowdfunding; corporate brand building; Business and Economics;

   Abstract : This study investigates if and how equity-based crowdfunding can benefit a start-up’s corporate brand building process. Building the corporate brand can play a significant role for the company’s establishment in the market. READ MORE