Essays about: "word of mouth"

Showing result 1 - 5 of 195 essays containing the words word of mouth.

  1. 1. 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

  2. 2. 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

  3. 3. Influencing perceived consumer experiences, before and after they have happened - A quantitative study of ratings influence on perceived consumer experience in both a pre- and post-experience setting

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

    Author : Eleonor Toni; Erik Nilestoff; [2019]
    Keywords : influence of reviews; forward-framing; backward-framing; consumer satisfaction; consumer experience;

    Abstract : Academia has for a long time studied the influence of word of mouth, specifically reviews, on consumers' purchase intentions of products and the transformative effects thereof. Managers use this knowledge heavily to their advantage, i.e. to attract new customers. READ MORE

  4. 4. 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; 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

  5. 5. To rent or not to rent? Investigating consumers’ willingness to rent casual wear by analysing its drivers

    University essay from Göteborgs universitet/Graduate School

    Author : My Fridén; Hannah Schroth; [2018-07-03]
    Keywords : Access economy; Willingness to rent; Sustainable business models; Rental; Apparel; Casual wear;

    Abstract : MSc in Marketing and Consumption.... READ MORE