Essays about: "word of mouth consumer purchase"

Showing result 11 - 15 of 44 essays containing the words word of mouth consumer purchase.

1. 11. Permission-based Email Marketing for Customer Engagement : A qualitative study on how email marketing and relational factors influence consumers' non-purchase behaviors

   University essay from Umeå universitet/Företagsekonomi

   Author : Anna Mannelqvist; Isak Mårtensson; [2022]
   Keywords : Relationship Marketing; Online Relationship Marketing; Email Marketing; Permission-based Email Marketing; Personalized Email Marketing; Customer Engagement; Non-Purchase Behaviors;

   Abstract : Email marketing is not a new concept within marketing, it has been used by companies as a cost-effective way to incentives purchases for decades. However, during the past few years, there was a shift in the way email can be used. READ MORE

3. 12. To what extent do online reviews affect purchase intentions towards high involvement products? : A quantitative study exploring the differences between Generation Z and Millennial consumers.

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Thi Mai Anh Vu; Simon Zeremichael; Sandra Wåhlberg; [2022]
   Keywords : Electronic Word of Mouth; Word of Mouth; Purchase Intentions; Consumer; Millennials; Generation Z; Online Reviews;

   Abstract : The aim of this degree project is to gain a deeper understanding of how online reviews affect consumers' purchase intentions when purchasing high-involvement products. Exploring the differences of effect between two separate generations of consumers, Generation Z and Millennials. READ MORE

4. 13. Online reviews’ influence on purchase decisions within the Hotel Industry

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

   Author : Martin Ström; Olivia Karlsson; [2021]
   Keywords : Consumer behavior; Consumer perception; Purchase decision; Hotel industry;

   Abstract : Research Question: How do online reviews influence purchase decisions among potential consumers within the Hotel Industry?  Purpose: The purpose of this research is to gain a deeper understanding about the impacts in which online reviews has on consumer behavior and their decisions to actively select and purchase service from different hotels. The authors are striving to find answers to whether online reviews obtaining information about positive customer experiences within the hotel industry has a noticeable impact on the decisions made by customers. READ MORE

5. 14. Significance of eWOM in the road of customer journey : Acceptance Of Ewom Towards Cross-Cultural Boundaries.

   University essay from Umeå universitet/Företagsekonomi

   Author : Rahat Israque Fahim; Shakhawat Rafi; [2021]
   Keywords : ;

   Abstract : The digital era began a few years ago and day by day the dominance of the digital era is easily captivating all aspects of life. The business world is not out of that and for that reason, eWOM has born as a completely customer dominant platform. READ MORE

6. 15. The effect of SMMA on Purchase Intention through the mediator Brand Image : A quantitative study in the Swedish electronic industry

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Pontus Holm; Max Banfalvi; [2021]
   Keywords : E-commerce; Social Media Marketing Activities; Brand Image; Purchase Intention; Social Media.;

   Abstract : Background: Due to the digital era and a constant increase in social media usage, new ways to interact with customers can be done through adopting Social Media Marketing Activities (SMMA). The concept SMMA is constituted by the five dimensions ‘Entertainment’, ‘Interaction’, ‘Trendiness’, ‘Customization’ and ‘Word-of-mouth’. READ MORE