Essays about: "electronic word of mouth"

Showing result 36 - 40 of 76 essays containing the words electronic word of mouth.

  1. 36. Attracting Digital Native Students Through Digital Marketing

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

    Author : Karin Vennberg; [2018]
    Keywords : Digital natives; education; digital marketing DM ; social media SM ; elaboration likelihood model ELM ; high school; persuasion; peripheral route;

    Abstract : As the world economies have shifted from being production-based to knowledge-based each country has to develop their technologically literate workforces to stay globally competitive. A low interest in the engineering profession among younger students has caused insufficient support for the workforce demand. READ MORE

  3. 37. The sought-after influencer –

    University essay from Göteborgs universitet/Graduate School

    Author : Melissa Albano Neves; Pernilla Liljeblad; [2017-06-29]
    Keywords : Influencer Marketing; influential individuals; electronic word-of-mouth;

    Abstract : The importance of influence on decision-making amongst consumers has for long been emphasised within the marketing literature. There is a number of different individuals that can be seen as influential, having an impact on customers. READ MORE

  4. 38. Touch, Swipe or Click? : Understanding information exchange (eWOM) on Instagram and how it can be encouraged

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Vanessa Auer; Evelina Bergström; [2017]
    Keywords : Electronic-word-of-mouth eWOM ; Word-of-mouth WOM ; Engagement; Content Features; Social Networking Sites SNS ; Instagram; Social Media Marketing;

    Abstract : Electronic word-of-mouth (eWOM) is known as one of the most influential factors impacting consumer behaviour. Yet, not all consumers are motivated to like, tag or comment on commercial posts online. READ MORE

  5. 39. Uncovering the Motivations for Creating Brand-Related UGC on Instagram : A Study within the Apparel Industry

    University essay from Högskolan i Jönköping/Internationella Handelshögskolan

    Author : Amy Vong; Malin Stax; [2017]
    Keywords : UGC; User-Generated Content; Electronic Word-of-Mouth; eWoM; Social Media; Instagram; Instant Messaging; Qualitative Content Analysis;

    Abstract : Background The emergence of the Web 2.0 has enabled users to create and distribute content on social media platforms. As consumers depend increasingly on each other when gathering and evaluating information, they are becoming influential on brand activities by producing UGC and eWoM. READ MORE

  6. 40. The Influence of Reviewers on Millennial Consumers

    University essay from Högskolan i Jönköping/IHH, Företagsekonomi

    Author : Emma Svantesdotter; Hoa Mai Tran; Ana Guerra; [2017]
    Keywords : millennials; electronic word-of-mouth;

    Abstract : Background: The digital world of today alters the way consumers search, communicate, and perceive information significantly. Specifically, the traditional word-of-mouth, which refers to the exchange of information between consumers about products and brand, has become digitalized. READ MORE