Essays about: "Impact of WOM"

Showing result 11 - 15 of 21 essays containing the words Impact of WOM.

1. 11. Mobile or Computer: Does it Matter? - A quantitative study investigating the effect of device experience in an online store context, on perceived visual complexity and processing fluency

   University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Author : Alexandra Ridderbjelke; Linnea Törnvall; [2019]
   Keywords : Visual complexity; Processing fluency; Device; Online store environment;

   Abstract : E-commerce continues to transform the retail landscape at a fast pace, at the same time computer-access to online stores has gained competition from mobile-access. Consequently, the interest in how these devices and their inherent characteristics affect the consumers' perception of the content and behavioural intentions, has grown from both practitioners and academia. READ MORE

3. 12. Virtual(ly) Human: How Anthropomorphic Presentations of Virtual Humans in Advertisements Affect Consumer Attitudes and Intentions

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

   Author : Kristoffer Karlsson Svärd; William Svahn; [2019]
   Keywords : Anthropomorphism; Virtual influencer; Computer-generated imagery; Artificial intelligence; Marketing;

   Abstract : The phenomenon of virtual influencers - artificially intelligent virtual humans - can today be observed on social media platforms. Little is yet known about the effects of using such non-human entities in an advertising context. READ MORE

4. 13. To rent or not to rent? Investigating consumers’ willingness to rent casual wear by analysing its drivers

   University essay from Göteborgs universitet/Graduate School

   Author : My Fridén; Hannah Schroth; [2018-07-03]
   Keywords : Access economy; Willingness to rent; Sustainable business models; Rental; Apparel; Casual wear;

   Abstract : Motivated by an ambition to contribute to the understanding of apparel consumer behaviour in an access economy, this paper aims at investigating consumers’ willingness to rent casual wear by analyzing its drivers. A research model was created, compounded of seven underlying factors which were hypothesized to have an impact on consumers’ willingness to rent casual wear; namely identity-signalling behaviour, environmental advantages, economic advantages, word of mouth, e-word of mouth, product criteria and service criteria. READ MORE

5. 14. Why Purpose? A quantitative study on the impact of a communicated corporate purpose on consumers' and potential employees' brand reactions

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

   Author : Anna Berg; Annie Olsson; [2017]
   Keywords : Corporate Purpose; Brand Attitude; WOM Intention; Employer Attractiveness;

   Abstract : The purposes of organisations is an increasingly discussed topic and during recent years, more and more companies have started to communicate their corporate purpose to consumers. Consumers as well as employees increasingly desire meaning with their consumption and in their careers. READ MORE

6. 15. Stimulating Word-of-Mouth in Retail

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

   Author : Agnes Malm; Karolina Hedén Lind; [2016]
   Keywords : Salesperson effort; Request Strategies; WOM-intention; Customer Evaluations;

   Abstract : Word-of-mouth (WOM) recommendations is one of the most influential and sought after marketing tools for companies. The purpose of this thesis is to test if it is possible for a salesperson to stimulate WOM through effort and recommendation requests, and if strategic requests have a greater impact. READ MORE