Essays about: "Electronic word of mouth eWOM"

Showing result 21 - 25 of 38 essays containing the words Electronic word of mouth eWOM.

  1. 21. Touch, Swipe or Click? : Understanding information exchange (eWOM) on Instagram and how it can be encouraged

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Vanessa Auer; Evelina Bergström; [2017]
    Keywords : Electronic-word-of-mouth eWOM ; Word-of-mouth WOM ; Engagement; Content Features; Social Networking Sites SNS ; Instagram; Social Media Marketing;

    Abstract : Electronic word-of-mouth (eWOM) is known as one of the most influential factors impacting consumer behaviour. Yet, not all consumers are motivated to like, tag or comment on commercial posts online. READ MORE

  3. 22. Uncovering the Motivations for Creating Brand-Related UGC on Instagram : A Study within the Apparel Industry

    University essay from Högskolan i Jönköping/Internationella Handelshögskolan

    Author : Amy Vong; Malin Stax; [2017]
    Keywords : UGC; User-Generated Content; Electronic Word-of-Mouth; eWoM; Social Media; Instagram; Instant Messaging; Qualitative Content Analysis;

    Abstract : Background The emergence of the Web 2.0 has enabled users to create and distribute content on social media platforms. As consumers depend increasingly on each other when gathering and evaluating information, they are becoming influential on brand activities by producing UGC and eWoM. READ MORE

  4. 23. The Influence of Reviewers on Millennial Consumers

    University essay from Högskolan i Jönköping/IHH, Företagsekonomi

    Author : Emma Svantesdotter; Hoa Mai Tran; Ana Guerra; [2017]
    Keywords : millennials; electronic word-of-mouth;

    Abstract : Background: The digital world of today alters the way consumers search, communicate, and perceive information significantly. Specifically, the traditional word-of-mouth, which refers to the exchange of information between consumers about products and brand, has become digitalized. READ MORE

  5. 24. The relation between dissatisfied customers and the motivation to engage in negative eWOM on a service organizations social community

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

    Author : Josephine Bennegren; Fredrik Hagelqvist; [2017]
    Keywords : ;

    Abstract : Engagement in social communities online have in the recent years showed a great globalpopularity. Both private people and organizations are using online social communities toposition themselves, taking place on different social media platforms. READ MORE

  6. 25. Truth or Dare? : An exploration of Opinion Spam’s affect on dimensions of Brand Trust

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

    Author : Eric Collinder; Oskar Södergren; [2017]
    Keywords : Opinion Spam; Brand Trust; Consumer Satisfaction; Electronic Commerce; Electronic Word of Mouth eWOM ;

    Abstract : Consumer generated product reviews is a tool growing in popularity among e-retailers. On account of its many benefits and as the internet is continuously taking over as a market place this may come as no surprise. READ MORE