Essays about: "WOM"

Showing result 1 - 5 of 55 essays containing the word WOM.

  1. 1. Can I trust you? : A study on cues affecting source credibility of eWOM reviews

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Maria Mårtensson; Jetesa Dana; Zahra Shirazi; [2020]
    Keywords : ;

    Abstract : Background The transition to digital means has made WOM changed into eWOM. Source Credibility in eWOM reviews has proved to be of high importance when evaluating the reviewer’s credibility. The increased information and accessibility online have caused concerns on Source Credibility. READ MORE

  2. 2. Managerial response to eWOM posted by consumers from different cultures : A case study of the hotel industry in northern Sweden

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

    Author : Marcus Belfrage; Lovisa Palo; [2020]
    Keywords : eWOM; culture; individualistic; collectivistic; hotel; managers; consumers; response; comments; reviews; positive; negative;

    Abstract : Word of Mouth (WOM) is an ancient concept that has been around since the uprising of markets. However, due to the increased internet usage a new form of WOM has emerged called Electronic Word of Mouth (eWOM). The concept of eWOM takes form when consumers communicate with each other or a company online. READ MORE

  3. 3. DO CONSUMERS BELIEVE EACH OTHER ONLINE? : A study of how consumers assess credibility of brand-related UGC

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

    Author : Rebecca Ketola; Sandra Norrman; [2019]
    Keywords : UGC; brand-related UGC; user-generated content; consumer-generated content; consumer power; consumer response; e-WOM; brand perception; co-creation; brand communication; UGC marketing; brand management; communication process; credibility;

    Abstract : With the gradual rise of Web-2.0 based platforms, Internet users were given the possibility to interact with each other in virtual communities. READ MORE

  4. 4. Marketing Communication Strategy for a Science Park

    University essay from Högskolan Dalarna/Företagsekonomi; Högskolan Dalarna/Företagsekonomi

    Author : Anna Luchina; Giacomo Codazzi; [2019]
    Keywords : Science Parks; marketing of services; marketing communications; students as potential customers;

    Abstract : Background: World economy of the 21st century places high demands on national economic systems. Governments implement various initiatives to enable a more effective cooperation between universities and industries in order to increase competitiveness of their economies. Science Parks represent one type of such initiatives. READ MORE

  5. 5. Words travel fast : A field study of communication in Ethiopia

    University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

    Author : Louise Fransson; [2019]
    Keywords : Ethiopia; Word of Mouth; Trust; Internet Access; Fake News; Filter Bubbles;

    Abstract : The scarce internet access in Ethiopia puts heavy weight on traditional media and people to spread news and information. By testing if the marketing strategy Word of Mouth is applicable on informative content, rather than just brands and products, this thesis explore the motivation to spread news as well as how it is received by a non-internet using group. READ MORE