Essays about: "Impact of WOM"

Showing result 16 - 20 of 21 essays containing the words Impact of WOM.

  1. 16. Impact of Online Word of Mouth on moviegoers: Students at the University of Gävle

    University essay from Högskolan i Gävle/Avdelningen för ekonomi

    Author : Andreea Vlangar; Nathan Lefèvre; [2016]
    Keywords : Word of Mouth; eWOM; Film industry; Movie; Motives; G eneration; moviegoer’s behavior;

    Abstract : Purpose The purpose of this research is to investigate online WOM in terms of its practice and the effect it can have on movie consumers. What are the motives moviegoers have in generating eWOM? Where can eWOM on movies be found online, and how does it impact its readers? Design/methodology/approach In order to develop our aim and research questions, the main concepts about WOM in general and WOM in the film industry were reviewed. READ MORE

  3. 17. The influence and management of the electronic Word-of-Mouth within the French tourism industry

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Antoine Lecoq-Vallon; Mikaël Besse; [2014]
    Keywords : e-WOM; trip retailers; online communities; online communication;

    Abstract : Purpose The purpose of the paper is to understand how crucial of importance is e-WOM within the French tourism industry with a focus on trip retailers – travel agencies and tour-operators – by observing and analyzing how they encourage and manage e-WOM.   Methodology The paper uses deductive approach with a triangulation method based on a qualitative research through 24 semi-structured telephone interviews and a quantitative research through the behavior analysis of 112 trip retailers on online communities. READ MORE

  4. 18. Online purchase of clothes, social media and opinion leader processes : An explorative study with a mixed-methods approach

    University essay from Institutionen för mediestudier

    Author : Nadia Rasetti; [2013]
    Keywords : social media; facebook; twitter; opinion leaders; influentials; word-of-mouth WOM ; brands;

    Abstract : The goal of this study was to explore the customer journey of an online purchase of clothes and to identify potential opinion leaders in the decision-taking phase before the purchase. Important questions to be analyzed were through which channels might customers get influenced and by whom. READ MORE

  5. 19. Social Media Marketing : Social media impact on brand awareness in the case of Husqvarna Sverige's customers

    University essay from Internationella Handelshögskolan

    Author : Nermin Kljucanin; Said Shahbazi; Pouyan Pourjanekikhani; [2012]
    Keywords : Social media marketing; Husqvarna AB;

    Abstract : The purpose of this thesis is to understand how brand awareness among customers is created and maintained through the use of social media as a marketing tool.The web does not only provide people to socialize and share and receive information among friends and family online, it is also a powerful marketing tool and marketing place where the customer can interact with other customers and firms. READ MORE

  6. 20. Antecedents of positive word-of-mouth on social media

    University essay from Ekonomihögskolan, ELNU

    Author : Jonathan Book; Jesper Lindahl; Emanuel Nergård; [2012]
    Keywords : quality; interaction; service recovery; satisfaction; word-of-­mouth; word of mouth; WOM; social media; facebook; relationship marketing;

    Abstract : Word-of-mouth is positive or negative communication between customers. Word-of-mouth has been recognized as an effectiveand credible marketing source but stillrecognizedas the least understood marketing strategy. READ MORE