Essays about: "electronic word of mouth"

Showing result 1 - 5 of 54 essays containing the words electronic word of mouth.

  1. 1. Influencer marketing and its effectiveness on consumers’ attitudes and purchase intention

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

    Author : Erica Wärme; Louise Olsson; [2020]
    Keywords : Influencer marketing; Online advertising; Attitudes; Influencers; Electronic word-of-mouth; Social media; Purchase intention;

    Abstract : Social media is nowadays one of the best ways to reach new potential customers. Social media platforms allow influencers to promote brands and reach even more customers. These new platforms are relatively untested as regards its effectiveness. READ MORE

  2. 2. eWOM COMPONENTS AND CONSUMER PURCHASE INTENTION : A Case Study of Millennials from Pakistan

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

    Author : Zakaria Mohseni; Farouk Tutu Madara; [2020]
    Keywords : electronic Word-of-Mouth eWOM ; Purchase Intention; Channels; Valence; Length; Online Review; SNS;

    Abstract : Recent technological developments have changed the lifestyle of people around the world. The business sector is not an exception, and companies frequently adjust to such changes by investing in their online presence. READ MORE

  3. 3. 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

  4. 4. A Bad Case of Electronic-Word-of-Mouth : A Bachelor Thesis on Negative EWOM and its Effects on Consumer Purchase Intentions and Brand Attitude

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

    Author : Johan Klingstedt; Sandra Naderi; [2020]
    Keywords : Electronic Word-of-Mouth; Brand Attitude; Subjective Norms; Purchase Intentions; Online Makreting; Social Media;

    Abstract : Background: The expansion of the World Wide Web has presented new challenges for managers. One of these challenges is the shift in power that favors consumers through the uprising of electronic word of mouth (eWOM). READ MORE

  5. 5. Is Sharing Caring? : A Quantitative Study of Consumers Intention to Write Online Product Reviews.

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

    Author : Philip Warntoft; Simon Huléen; Vincent Lind; [2019]
    Keywords : eWOM; online reviews; antecedents; behavioral intention; personal motives; economic incentives; venting; attitude; social motives; subjective norm; helping others; concern for others; a sense of community;

    Abstract : Background: Electronic Word of Mouth (eWOM) is something that lately has gained increasing relevance and importance when it comes to consumers purchase decisions. Online reviews are considered to be the most important and reliable form of eWOM and it refers to when consumers communicate with other consumers online regarding their previous shopping experiences. READ MORE