Essays about: "word of mouth"
Showing result 6 - 10 of 297 essays containing the words word of mouth.
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6. Unveiling the Depths of Customer Satisfaction : An Exploratory Qualitative Study on Chatbot Services and the Expectation Confirmation Model (ECM)
University essay from Uppsala universitet/Företagsekonomiska institutionenAbstract : The Expectation confirmation model (ECM) is commonly employed to investigate technological advances and customer satisfaction with chatbots. However, customer satisfaction is a multifaceted concept intertwined with emotions and subjective perceptions, comprehending customer satisfaction fully can therefore be challenging. READ MORE
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7. Explicating the Purchase Intention : A netnographic study on the impacts of online consumption community members’ purchase intention
University essay from Uppsala universitet/Företagsekonomiska institutionenAbstract : Empowered by the internet and eWOM, online consumption community members now have a greater impact while considering customers’ purchase intentions. This qualitative study intends to examine the factors that impact these community members’ purchase intentions, by addressing the research question: How do internal behavioral and value creation factors impact customers’ purchase intentions in an online consumption community? Moreover, this study proposes a research model of purchase intention in an online consumption community inspired by the theory of planned behavior. READ MORE
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8. A study on the association of firm-generated content on Instagram, affective customer engagement, and positive electronic word of mouth: Evidence from food industry of Pakistan
University essay from Högskolan i Gävle/Avdelningen för ekonomiAbstract : In marketing literature, the consumer engagement concept has gained the significant attention of researchers. Based on the stimuli-organism-response (S-O-R) framework, current research proposed to analyze the association between consumers' perception of characteristics of firm-generated content (FGC) on Instagram and positive electronic word of mouth by consumers through affective consumer engagement. READ MORE
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9. Illuminating the Dark : Measuring Emotional Experiences of Dark Tourism Consumers
University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)Abstract : This study examines the emotional experiences of 152 respondents visiting ‘light’, ‘lighter’, and ‘lightest’ dark tourism sites and the relationship those experiences have with positive word-of-mouth. Therefore, the theoretical contribution of this study fills in the research gap by focusing on the destinations on the ‘lighter’ periphery of Stone’s Dark Tourism Spectrum. READ MORE
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10. Research on marketing strategies for apparel FMCG brands based on young female consumer purchasing behaviour
University essay from Jönköping University/IHH, FöretagsekonomiAbstract : Background: In today's fast-paced and highly competitive marketplace, Fast Moving Consumer Goods (FMCG) brands must create a strong competitive advantage in one way to achieve this is to understand and cater to the needs, preferences and behaviors of their target consumers.In case of apparel FMCG brands, young women are an important demographic group as they make up a large portion of the consumer market. READ MORE