Essays about: "Word-of-Mouth Intentions"

Showing result 16 - 20 of 44 essays containing the words Word-of-Mouth Intentions.

1. 16. USER GENERATED CONTENT IN THE DESTINATION IMAGE PRESENTATION : THE DESTINATION VIENNA

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

   Author : Natalie Lindgren; [2021]
   Keywords : UGC; SOR; EVM;

   Abstract : UGC has become an important part of traveling both for the companies and for the travellers themselves. The topic is currently at its forefront of research, which makes the area of study even more relevant. Followed by the development of social media in the corporate world and especially its major part in the everyday life of Generation Y. READ MORE

3. 17. When you are kindly asked to stay at home

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Rebecka Corell; Therese Mössler Färdig; [2021]
   Keywords : Digital services; Covid-19; Elderly; UTAUT2; Perceived risk; Business and Economics;

   Abstract : Purpose: The aim is to apply technology acceptance research on elderlies’ use of digital services during a global pandemic, where risks associated with the corresponding physical alternatives are obvious but use is voluntary. By examining constructs based on a modified UTAUT2 framework, the following research question will be answered: Which factors influence elderlies' intention to use digital services in the context of soft recommendations during the Covid-19 pandemic? Methodology: This is a quantitative research with a deductive approach and the study takes on a positivistic research philosophy. READ MORE

4. 18. Influencer marketing and its effectiveness on consumers’ attitudes and purchase intention

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

   Author : Erica Wärme; Louise Olsson; [2020]
   Keywords : Influencer marketing; Online advertising; Attitudes; Influencers; Electronic word-of-mouth; Social media; Purchase intention;

   Abstract : Social media is nowadays one of the best ways to reach new potential customers. Social media platforms allow influencers to promote brands and reach even more customers. These new platforms are relatively untested as regards its effectiveness. READ MORE

5. 19. The consumer perspective on sustainable fashion: A quantitative study of Swedish consumers' perceptions of sustainable fashion and the effect of sustainable information on attitudes and intentions

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Ella Ahlborg; Lovisa Grant; [2020]
   Keywords : Sustainable fashion; Attitudes; Behavioural intentions; Nudging; Information;

   Abstract : The fashion industry is transforming towards more sustainable practices which requires that companies understand the consumer perspective. This quantitative study investigates what sustainable fashion means to Swedish consumers, and how sustainable information about a garment can affect consumers' attitudes, purchase intentions, and Word of Mouth intentions. READ MORE

6. 20. Challenging The Binary Conversation Around Hair Care: A quantitative study on how gender-neutral marketing can be used for gender-specific brands in the hair care industry.

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Viktoria Turujlija; Lia Ogbazion; [2020]
   Keywords : Gender-neutral marketing; Advertising; Hair care; Brand extensions; Gender stereotypes;

   Abstract : The purpose of this thesis is to examine the effects of gender-neutral brand extensions for masculine and feminine brands by using gender-neutral marketing. We also provide a definition of gender-neutral marketing and put gender-neutrality in a brand extension context. READ MORE