Essays about: "word of mouth"

Showing result 1 - 5 of 193 essays containing the words word of mouth.

  1. 1. 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

  2. 2. The Changing Importance of Ratings for Sales: Evidence from the Film Industry

    University essay from Handelshögskolan i Stockholm/Institutionen för nationalekonomi

    Author : Bendik Enstad; [2019]
    Keywords : ratings; word-of-mouth; social learning; film;

    Abstract : This thesis analyses the influencing effect that ratings have on revenue using a fixed effects framework. A panel data set of up to 2,025 movies running in US and Canadian cinemas with daily frequency is constructed. The period spans from 2010 to 2018. READ MORE

  3. 3. To Avoid, or Not to Avoid? A quantitative study of the reasons for brand avoidance and how they take form in avoidance behaviors.

    University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Elsa Wadelius; Isabelle Gosenius; [2019]
    Keywords : Brand Avoidance; Avoidance Behavior; Subjective Norms; Level of Involvement; Persistency Over Time;

    Abstract : The concept of brand loyalty has gained extensive attention from academia and from companies, in an attempt to understand what makes consumers loyal to a brand. There is however a lack of understanding of what makes consumers avoid a brand. READ MORE

  4. 4. Social Network Sites and Tourism : A millennial perspective

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

    Author : Amanda Henriksson; Lina Engström; [2019]
    Keywords : Social Network Sites; Tourism; Millennials; electronic Word of Mouth; Travel; Facebook; Instagram; Twitter; YouTube; Interact;

    Abstract : Social Network Sites have rapidly become intertwined with people’s core habits of daily life, and are often subliminal inputs during decision making processes when it comes to the area of Tourism. With this rapid shift in consumer opportunities, both in availability and exposure to information, people are faced with the challenge of accurately assessing current trends in order to best predict future outcomes for businesses and consumers alike. READ MORE

  5. 5. Online Communication and Brand Attitudes : A Millennial Perspective

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

    Author : Linnea Vaara; Sabina Zahiraldinni; [2019]
    Keywords : electronic word-of-mouth; positive electronic world-of-mouth; negative electronic word-of-mouth; brand attitude; millennials; social network sites;

    Abstract : This study’s purpose was to provide a deeper understanding regarding how millennials’ attitudes towards brands are influenced by online communication. With the aim of fulfilling the purpose of the study, two research questions of descriptive and explorative kind were stated; “How can the factors that influence millennials’ use of electronic word-of-mouth be described?” as well as “How does electronic word-of-mouth influence millennials’ brand attitude?”. READ MORE