Essays about: "WOM"

Showing result 16 - 20 of 83 essays containing the word WOM.

  1. 16. How Social Media Influencers Co-Create Brand Value in the Digital World? : Exploratory research investigating Gamers and Opinion Leaders as Social Media Influencers and the process of Brand Value Creation in the Digital World.

    University essay from

    Author : Kamelia Bankova; Pavlina Stancheva; [2021]
    Keywords : Co-Creation Theory; Social Media Influencers SMI ; Brand Value; Word-of-Mouth WoM ; Netnography; Mimicry; Gamers; Streamers; Opinion Leaders; Online Community.;

    Abstract : .... READ MORE

  3. 17. New Product Introductions, what gets people talking? : Quantitative study on e-Word-of-Mouth & Customer Engagement

    University essay from Stockholms universitet/Marknadsföring

    Author : Rafael Czeszejko; Sophia Zhang Pettersson; [2021]
    Keywords : Customer Engagement; New Product Introduction; Sentiment analysis; Word-of-Mouth; WOM; eWOM; User Generated Content; UGC; Twitter; Sentiment analysis; Social Media; Innovativeness level; Quantitative; Brand Benefits; Big Data;

    Abstract : The interest of researchers and practitioners in e-Word-of-Mouth has accelerated with the rise of social media platforms. In the last decade it became more apparent that customers are not merely recipients of product and brand information, but also active participants in shaping product and brand perceptions. READ MORE

  4. 18. The influence of guerrilla marketing on consumers’ purchasing behavior

    University essay from Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

    Author : Zeineb Tarek Jawad Al Fattal; Ismael El Rharbaoui; Amara Aldebe; [2021]
    Keywords : ;

    Abstract : Date: 2021/01/21 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Amara Aldebe, Ismael El Rharbaoui.  Zeinab Al Fattal Title: The influence of guerrilla marketing on purchasing behavior Tutor: Leanne Johnstone Keywords: guerrilla marketing, consumers’ behavior, purchasing behavior, marketing communication, brand image, WoM Researchquestion: How does guerrilla marketing influence consumers purchasing behavior? Purpose: To examine the effect of guerrilla marketing on purchasing behavior Method: Qualitative research technique Conclusion: The impact of guerrilla marketing on purchasing behavior mainly dependson the brand image and how innovative the guerrilla campaign is . READ MORE

  5. 19. Significance of eWOM in the road of customer journey : Acceptance Of Ewom Towards Cross-Cultural Boundaries.

    University essay from Umeå universitet/Företagsekonomi

    Author : Rahat Israque Fahim; Shakhawat Rafi; [2021]
    Keywords : ;

    Abstract : The digital era began a few years ago and day by day the dominance of the digital era is easily captivating all aspects of life. The business world is not out of that and for that reason, eWOM has born as a completely customer dominant platform. READ MORE

  6. 20. The Influence of e-WOM through SNS on Brand Perception and Consumer Purchase Intention: Study on Bangladeshi consumers.

    University essay from Högskolan i Gävle/Avdelningen för ekonomi

    Author : Pronab Swarup Podder; Kaniz Sawda Tanjee; [2021]
    Keywords : Electronic Word of Mouth; Social Networking Sites; Brand Perception; Trustworthiness; and Consumer purchase intention of Smartphone or gadget.;

    Abstract : Aim: The aim of the study is to investigate the influence e-WOM through social network sites has on consumers focusing on brand perception and purchase intention.  Methodology: A qualitative study was applied with the semi-structured online interview conducted with nine respondents across Bangladesh. READ MORE