Essays about: "e-WOM"

Showing result 1 - 5 of 7 essays containing the word e-WOM.

  1. 1. 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

  2. 2. The Use of Online Reviews for Pure Player Products

    University essay from Högskolan i Jönköping/IHH, Företagsekonomi; Högskolan i Jönköping/IHH, Företagsekonomi; Högskolan i Jönköping/IHH, Företagsekonomi

    Author : Jasmen Abd-El-Samie; Winta Asbaha; Shah Alam Riaz Tarar; [2018]
    Keywords : Electronic word of mouth; pure player; trust; risk;

    Abstract : Electronic commerce is the selected field to investigate for this thesis, particularly pure player apparel brands. This has been of interest as consumers struggle when shopping online for apparel since they cannot test the product before purchasing with pure players, therefore, there is information asymmetry. READ MORE

  3. 3. Measuring the effect of Viral Negative Sentiment on Market Value : Case Study on United Airlines Crisis 2017

    University essay from KTH/Industriell Marknadsföring och Entreprenörskap

    Author : Gina Wahba; [2017]
    Keywords : Sentiment; Negative WOM; Word of mouth; E-WOM; Crisis; United Airlines; Social media;

    Abstract : Negative word of mouth is something most businesses try to avoid, It could affect the reputation and vision of a company in a consumer’s mind. The success of a company lies in the connection of a product or service with a satisfying good image that has been formed on the back of consumer’s mind. READ MORE

  4. 4. How does marketing become viral? : An investigation of the dynamics in digital campaigns

    University essay from Umeå universitet/Institutionen för informatik

    Author : Karel Sisovsky; [2015]
    Keywords : viral marketing; viral advertising; viral process; viral framework; social media; e-WOM; digital channels; digital campaign;

    Abstract : Viral advertising might be described as a communication in a short period of time related to product or brand, which is spread by consumers. Simultaneously it is becoming an increasingly discussed phenomenon in marketing field, since traditional tools for reaching customers are less efficient. READ MORE

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

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