Essays about: "eWOM"

Showing result 1 - 5 of 67 essays containing the word eWOM.

  1. 1. To Forgive But Never Forget : A qualitative study of why customers choose to return to companies within the fast fashion industry they have previously boycotted due to a scandal

    University essay from Umeå universitet/Företagsekonomi

    Author : Elin Öhrner; Amina Kerimova; [2022]
    Keywords : loyalty; customer loyalty; consumer behavior; marketing; boycott; motivations; scandals; fast fashion; social media; eWOM; negative eWOM; influencers;

    Abstract : With the growing role of social media in society today, a more accessible dissemination of information between customers through eWOM is also growing. Especially the negative eWOM can have a huge impact on customers and get devastating results. READ MORE

  2. 2. The Impact of Instagram Influencers on Consumer Purchasing Intention

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

    Author : Saad Husseino; Las Amin; Nour Kellawi; [2022]
    Keywords : Influencers; Online purchasing intention; Instagram; Online influencer marketing; Trust; eWOM; Generation Z;

    Abstract : Date: (05/01/22)   Level: Bachelor thesis in Business Administration, 15 cr   Institution: School of Business, Society and Engineering, Mälardalen University   Authors: Las Amin, Saad Husseino, Nour Kellawi   Title: The Impact of Instagram Influencers on Consumer Purchasing Intention   Supervisor: Noushan Memar   Keywords: Influencers, Online purchasing intention, Instagram, Online influencer marketing, Trust, eWOM, Generation Z   Research question: What are the impacts of Instagram influencers on online consumer purchasing intentions?   Purpose: The primary purpose of this research is to investigate how social media influencers, otherwise dubbed as “Instagrammers,” particularly impact the online purchasing intentions of buyers and understand the role of Instagram influencers in the different online purchasing trends in organizations that rely on these individuals for their marketing activities in e-commerce.   Method: Qualitative research using focus group method for data collection and analysis. READ MORE

  3. 3. Can Social Media Help Boost Customer Satisfaction? : A quantitative study on how different social media marketing activities impact customer satisfaction.

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Caiyan Liu; Frida Andersson; Iftin Omar; [2022]
    Keywords : “Social media marketing”; “Social media marketing activities”; “Customer satisfaction”; “Entertainment”; “Trendiness”; “Customisation”; “Interaction”; “WOM”; “EWOM”; “Quantitative research”.;

    Abstract : Background: The development of social media brings traditional marketing into a newera - social media marketing - which offers new platforms through which brands cancarry out marketing activities and connect with their customers. Thus, social mediamarketing has become important for brands and marketers to reach their customers andsocial media marketing activities (SMMAs) include entertainment, trendiness,customisation, interaction, and word of mouth (WOM). READ MORE

  4. 4. Are companies in Luleå not responding to negative reviews - and are consumers in Luleå reading the reviews?

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

    Author : Johan Eriksson; Axel Rudling; [2022]
    Keywords : Electronic word-of-mouth; word-of-mouth; negative reviews; reviews; service recovery; eWOM; WOM; negative; positive; survey; Luleå;

    Abstract : People's engagements in social communities online have over recent years proven to be of great importance on others' opinions when purchasing products. Word-of-Mouth (WOM) has been around since ancient times and is a concept about consumers communicating with each other about their experience about services and products. READ MORE

  5. 5. A Good Name Is Better Than Riches - A Single Case Study of Essity

    University essay from Göteborgs universitet/Graduate School

    Author : Elma Hodzic; Linnéa Egertz; [2021-07-06]
    Keywords : Social Media; Brand Awareness; Corporate Brand; B2B Brand; Influencing Factors;

    Abstract : This qualitative single case study aims to examine the concept of brand awareness on social media for a corporate brand. To achieve this, the research was conducted in collaboration with the global hygiene and health company Essity, mainly targeting B2B customers. READ MORE