Essays about: "Electronic word-of-mouth"

Showing result 1 - 5 of 76 essays containing the words Electronic word-of-mouth.

1. 1. To whom do we listen, and why? : An exploratory study into how young adult consumers experience TikTok electronic word-of-mouth product recommendations

   University essay from

   Author : Clara Dahlgren; Leon Enshagen; [2023]
   Keywords : TikTok; eWOM; Consumer Purchase Behaviour; Algorithmic Virality; Social Media;

   Abstract : Background: Over time, social media platforms have become a part of people’s daily lives. Social media allows consumers to share thoughts, ideas, and experiences with other consumers, and eWOM evolved. READ MORE

3. 2. Explicating the Purchase Intention : A netnographic study on the impacts of online consumption community members’ purchase intention

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Farzana Sharmin Ritu; [2023]
   Keywords : purchase intention; online consumption community; netnographic study; theory of planned behavior; electronic word of mouth; qualitative research;

   Abstract : Empowered by the internet and eWOM, online consumption community members now have a greater impact while considering customers’ purchase intentions. This qualitative study intends to examine the factors that impact these community members’ purchase intentions, by addressing the research question: How do internal behavioral and value creation factors impact customers’ purchase intentions in an online consumption community? Moreover, this study proposes a research model of purchase intention in an online consumption community inspired by the theory of planned behavior. READ MORE

4. 3. A study on the association of firm-generated content on Instagram, affective customer engagement, and positive electronic word of mouth: Evidence from food industry of Pakistan

   University essay from Högskolan i Gävle/Avdelningen för ekonomi

   Author : Muhammad Usman Anwar; Usman Younis; [2023]
   Keywords : Firm generated content; Affective customer engagement; Perceived enjoyment; Perceived originality; Positive electronic word of mouth;

   Abstract : In marketing literature, the consumer engagement concept has gained the significant attention of researchers. Based on the stimuli-organism-response (S-O-R) framework, current research proposed to analyze the association between consumers' perception of characteristics of firm-generated content (FGC) on Instagram and positive electronic word of mouth by consumers through affective consumer engagement. READ MORE

5. 4. Can I count on online reviews? : A qualitative study on customers’ trust of electronic word-of-mouth through online reviews on fast-fashion websites among millennials in France.

   University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

   Author : Nofriyani Eka Deboris S; Meggane Pech; [2023]
   Keywords : Online reviews; electronic word-of-mouth eWOM ; trust; information asymmetry; fast fashion; and millennials.;

   Abstract : This thesis is situated in the research field of electronic commerce, specifically the aspect of fast fashion brands. This has drawn consumer interest because they find struggles when shopping for clothes online due to their inability to try the product before purchasing from sellers, which tends to result in information asymmetry. READ MORE

6. 5. "The power of eWOM and online reviews on Generation Z" : A quantitative study about to what degree eWOM and online reviews influence Generation Z's purchase intention regarding interior design in Sweden.

   University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

   Author : Lizette Hughes; Persson Maria; [2023]
   Keywords : Generation Z; eWOM; WOM; Online reviews; Social media; Interior design; Consumer behaviour; Digital marketing; Purchase intention; Credibility; E-commerce; Referral marketing; Sweden;

   Abstract : Title: The power of eWOM and online reviews on Generation Z - a quantitative study about to what degree do eWOM and online reviews influence Generation Z’s purchase intention regarding interior design in Sweden. Background: This thesis explains the influence of electronic word of mouth (eWOM) and online reviews on the purchasing intention of Generation Z, the world's largest consumer group, within the interior design industry in Sweden. READ MORE