Essays about: "Electronic Word of Mouth"

Showing result 1 - 5 of 69 essays containing the words Electronic Word of Mouth.

  1. 1. The Impact of Instagram Influencers on Consumer Purchasing Intention

    University essay from Mälardalens universitet/Akademin för ekonomi, samhälle och teknik

    Author : Saad Husseino; Las Amin; Nour Kellawi; [2022]
    Keywords : Influencers; Online purchasing intention; Instagram; Online influencer marketing; Trust; eWOM; Generation Z;

    Abstract : Date: (05/01/22)   Level: Bachelor thesis in Business Administration, 15 cr   Institution: School of Business, Society and Engineering, Mälardalen University   Authors: Las Amin, Saad Husseino, Nour Kellawi   Title: The Impact of Instagram Influencers on Consumer Purchasing Intention   Supervisor: Noushan Memar   Keywords: Influencers, Online purchasing intention, Instagram, Online influencer marketing, Trust, eWOM, Generation Z   Research question: What are the impacts of Instagram influencers on online consumer purchasing intentions?   Purpose: The primary purpose of this research is to investigate how social media influencers, otherwise dubbed as “Instagrammers,” particularly impact the online purchasing intentions of buyers and understand the role of Instagram influencers in the different online purchasing trends in organizations that rely on these individuals for their marketing activities in e-commerce.   Method: Qualitative research using focus group method for data collection and analysis. READ MORE

  2. 2. Are companies in Luleå not responding to negative reviews - and are consumers in Luleå reading the reviews?

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

    Author : Johan Eriksson; Axel Rudling; [2022]
    Keywords : Electronic word-of-mouth; word-of-mouth; negative reviews; reviews; service recovery; eWOM; WOM; negative; positive; survey; Luleå;

    Abstract : People's engagements in social communities online have over recent years proven to be of great importance on others' opinions when purchasing products. Word-of-Mouth (WOM) has been around since ancient times and is a concept about consumers communicating with each other about their experience about services and products. READ MORE

  3. 3. To what extent do online reviews affect purchase intentions towards high involvement products? : A quantitative study exploring the differences between Generation Z and Millennial consumers.

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Thi Mai Anh Vu; Simon Zeremichael; Sandra Wåhlberg; [2022]
    Keywords : Electronic Word of Mouth; Word of Mouth; Purchase Intentions; Consumer; Millennials; Generation Z; Online Reviews;

    Abstract : The aim of this degree project is to gain a deeper understanding of how online reviews affect consumers' purchase intentions when purchasing high-involvement products. Exploring the differences of effect between two separate generations of consumers, Generation Z and Millennials. READ MORE

  4. 4. The effects of eWOM on companies : A qualitative study about how companies get affected by the eWOW spread by consumers

    University essay from Umeå universitet/Företagsekonomi; Umeå universitet/Företagsekonomi

    Author : Maya Hulinder; Diana Sahyzadeh; [2021]
    Keywords : electronic word-of-mouth eWOM ; Social networks sites SNS ; Valence; Online reviews; impact; and consequences of eWOM;

    Abstract : Abstract The rapid technological developments have changed how companies market themselves and how consumers search for information. Furthermore, the internet provides companies with a variety of channels to share information and products. READ MORE

  5. 5. Online reviews’ influence on purchase decisions within the Hotel Industry

    University essay from Mälardalens högskola/Akademin för ekonomi, samhälle och teknik; Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

    Author : Martin Ström; Olivia Karlsson; [2021]
    Keywords : Consumer behavior; Consumer perception; Purchase decision; Hotel industry;

    Abstract : Research Question: How do online reviews influence purchase decisions among potential consumers within the Hotel Industry?  Purpose: The purpose of this research is to gain a deeper understanding about the impacts in which online reviews has on consumer behavior and their decisions to actively select and purchase service from different hotels. The authors are striving to find answers to whether online reviews obtaining information about positive customer experiences within the hotel industry has a noticeable impact on the decisions made by customers. READ MORE