Essays about: "word of mouth consumer purchase"

Showing result 21 - 25 of 44 essays containing the words word of mouth consumer purchase.

  1. 21. Did you read the label? : an exploratory study on grocery shoppers’ brand loyalty and purchase intentions

    University essay from Högskolan Kristianstad/Avdelningen för ekonomi

    Author : Christopher Lundquist; Anders Mohammad; [2020]
    Keywords : Branding; brand loyalty; unethical marketing; mislabelling; level of involvement; purchase intentions; word-of-mouth;

    Abstract : Due to the rise of the internet, the mislabelling of food products has turned into a well-known phenomenon. There is an unsolved paradox concerning how the act of mislabelling may influence brand loyal grocery shoppers’ loyalty and purchase intentions towards their favourite food brands. READ MORE

  3. 22. 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

    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

  4. 23. Influencer marketing: What if everything revolves around the consumer’s self-esteem : A study about the purchasing behaviour of Swedish women in relation to influencer marketing

    University essay from Högskolan i Jönköping/Internationella Handelshögskolan

    Author : Linnea Egertz; Jonathan Almström; Benny Truong; [2019]
    Keywords : Word of mouth marketing; internet celebrity; influencer; influencer marketing; endorser; followers; social media; source credibility; source credibility model; self-esteem; tie strength; similarity; purchase intention;

    Abstract : This thesis examines how female consumers’ self-esteem may impact an influencer’s ability to create a purchase through suggesting and testing a developed conceptual model. The Source credibility model, Similarity and Tie-strength were utilized as underlying theoretical frameworks. READ MORE

  5. 24. Does social media advertising influence purchasing behavior via EWOM? : A survey study on millennials at LTU

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

    Author : Araz Jamshidi; Oliver Östensen; [2019]
    Keywords : Advertising; Millennials; Social media; Purchase decision; Electronic Word Of Mouth EWOM .;

    Abstract : Social media is a big part of a millennial's life. It is where they communicate with their friends and share experiences. Companies know this and are subsequently trying to reach consumers on social media with their advertising. READ MORE

  6. 25. 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