Essays about: "word of mouth WOM"

Showing result 21 - 25 of 52 essays containing the words word of mouth WOM.

1. 21. The Use of Online Reviews for Pure Player Products

   University essay from 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. 22. Shopping on social media: : A qualitative study to explore Chinese consumers’ purchasing experience on WeChat

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Lingtao Gu; Feiyan Mu; [2018]
   Keywords : Word of mouth; E-service quality; Social media; WeChat; Qualitative study; China;

   Abstract : WeChat is a widely used multi-functional social media platform in China. The increasing number of WeChat users provides new possibilities and challenges for company marketing strategy. We draw literature from word-of-mouth (WOM) and e-service quality (e-SQ). READ MORE

4. 23. How credible is the incredible influencer? : A study examining what factors affect the perception of credibility in influencer marketing.

   University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

   Author : Emma Häregård Edvardsson; Linnea Boestam; [2018]
   Keywords : Influencer marketing; social media; WOM; celebrity endorsement; social identity theory; perception; credibility;

   Abstract : Problem formulation: What factors affect the consumers perception of credibility in influencer marketing on social media? How and why do certain factors affect the credibility of influencer marketing? Purpose: The purpose of this thesis is to understand what factors affect the perception of credibility in influencer marketing on social media. Moreover, the aim is to understand how and why certain factors affect the credibility in influencer marketing in order to elaborate a conceptual model consisting of factors generating credible influencer marketing. READ MORE

5. 24. 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

6. 25. How Does Intrinsic Motivation Moderate The Effect of honThe Sustained Use of Wearable Fitness Technology? : A Quantitative Study

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Rasmus Eriksson; Jonas Kose; Antonio Tacke; [2017]
   Keywords : ​Influencer marketing; social media marketing; WOM; communication; SMI;

   Abstract : Background: ​The use of influencers in social media has become a popular strategy in online marketing. The theoretical field is originally derived from communication and word-of-mouth where certain individuals possess the ability to influence others. READ MORE