Essays about: "word-of-mouth"

Showing result 16 - 20 of 298 essays containing the word word-of-mouth.

1. 16. TikTok Made Me Buy It : Influencer Marketing on TikTok: What Affects Swedish Consumers' Purchase Intentions?

   University essay from Jönköping University

   Author : Johanna Nilsson; Filippa Nilsson; Ellen Johansson; [2023]
   Keywords : Influencer marketing; Social media marketing; Electronic Word-of-Mouth; Consumer behavior; Purchase intention; TikTok marketing.;

   Abstract : This study investigates the impact of trustworthiness, perceived expertise, and parasocial relationships on Swedish consumers' purchase intentions on TikTok, focusing on influencer marketing. The problem addressed in this study is the lack of understanding of consumer behavior on TikTok in the context of influencer marketing. READ MORE

3. 17. Remember the Good Old Days? : Investigating the effect that nostalgic music in advertising has on brand affection, purchase intention, and word of mouth.

   University essay from Linköpings universitet/Institutionen för ekonomisk och industriell utveckling; Linköpings universitet/Filosofiska fakulteten

   Author : Ellinor Ajander; Ida Hubertsson; Linnea Nilsson; [2023]
   Keywords : Nostalgia; Nostalgic Music; Advertising; Brand Affection; Word of Mouth; Purchase Intention;

   Abstract : Background: Nostalgia in marketing has become increasingly popular but the need for research within the field is prominent with a lack of models, approaches, and mediators of effectively using nostalgia in marketing, especially using nostalgic music in advertisements. The definition of nostalgia is an ambivalent feeling, including both fondness and sadness, when reminiscing about the past. READ MORE

4. 18. From Scroll to Cart: Investigating the Influence of TikTok Community Commerce Content on Adult Purchase Behavior

   University essay from

   Author : Adia Atwell; [2023]
   Keywords : TikTok; Community Commerce; Influence; Purchase Behavior; User-Generated Content; Word of Mouth; Stimulus Organism Response; Social Influence;

   Abstract : With the rise of social media platforms and the increasing popularity of short-form video content, TikTok has emerged as one of the dominant platforms for entertainment, information sharing, and commerce. This thesis aims to examine the influence of community commerce TikTok content on adult users, exploring the impact it has on their purchasing behaviors, perceptions, and overall engagement. READ MORE

5. 19. More Than Skin Deep : An Investigation of Consumer Behavior Toward Green Skincare Products in the European Context

   University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

   Author : Dana Szalaiova; Mark Vidrinskas; [2023]
   Keywords : Skincare; green skincare; sustainable skincare; environmentally friendly skincare; Green Purchase Intention; Theory of Planned Behavior; Attitude; Subjective Norm; Perceived Behavioral Control; Environmental Concern; Environmental Knowledge; Health Concern; Injunctive Norm; Descriptive Norm; Electronic Word-of-Mouth; Price Sensitivity; Availability; Perceived Consumer Effectiveness;

   Abstract : This bachelor’s thesis is a quantitative study examining the factors influencing the Green Purchase Intention of (green) skincare among European consumers. The underpinning theory for this paper was the Theory of Planned Behavior and its influencing constructs such as Attitude, Subjective Norm, and Perceived Behavioral Control, as well as various selected determinants such as Environmental Concern, Environmental Knowledge, Health Concern, Injunctive Norm, Descriptive Norm, Electronic Word-of-Mouth, Price Sensitivity, Availability, and Perceived Consumer Effectiveness. READ MORE

6. 20. The Versatile Touchpoint: User-generated content as a new touchpoint in the customer journey

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Valeria de Leon; Miranda Ånäs; [2023]
   Keywords : Customer journey; Social commerce; Brand publics; TikTok; Customer experience; Customer engagement; Netnography; Business and Economics;

   Abstract : Purpose: The purpose of this study was to investigate how a new touchpoint has emerged due to the customers or potential customers sharing their customer journeys on social media through user-generated content. Methodology: This paper takes a qualitative approach where netnography research has been conducted to collect data on the social media platform TikTok. READ MORE