Essays about: "word-of-mouth"

Showing result 36 - 40 of 298 essays containing the word word-of-mouth.

  1. 36. The micro consulting business in Sweden : A multiple-case study of content marketing methods used to attract potential customers

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Jesper Björling; Elias Lindahl; Jonathan Persson; [2022]
    Keywords : Micro consulting enterprises; Content marketing; Acquiring customers; Customer identification; MCE’s Content Marketing Model;

    Abstract : Background:  In recent years, Sweden’s micro consulting enterprise (MCE) industry has grown significantly. Even during the COVID-19 pandemic, the MCE business in Sweden continued to grow in a positive direction, while bigger consulting firms were heavily impacted, with around 48% of firms seeing negative growth. READ MORE

  3. 37. Weapons of Brand Destruction: Exploring the different methods and strategies used by Online Anti-Brand Communities aimed to harm brands

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Andrés Emilio Garcia Raffo; Niklas Kjellander; [2022]
    Keywords : Brand Community; Anti-Brand Community; Brand Dislike; Consumer-activism; Business and Economics;

    Abstract : Aim: The aim of this paper was to shed light on the different methods/strategies that Anti-Brand Communities (ABCs) use in order to cause harm to particular brands. Purpose: The purpose of this paper is to offer assistance to brand managers through Anti-Brand Community-insights, as a means of combating the increasingly growing number of ABCs. READ MORE

  4. 38. To what extent do online reviews affect purchase intentions towards high involvement products? : A quantitative study exploring the differences between Generation Z and Millennial consumers.

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Thi Mai Anh Vu; Simon Zeremichael; Sandra Wåhlberg; [2022]
    Keywords : Electronic Word of Mouth; Word of Mouth; Purchase Intentions; Consumer; Millennials; Generation Z; Online Reviews;

    Abstract : The aim of this degree project is to gain a deeper understanding of how online reviews affect consumers' purchase intentions when purchasing high-involvement products. Exploring the differences of effect between two separate generations of consumers, Generation Z and Millennials. READ MORE

  5. 39. Paid snapshots - A quantitative study of 'snapshot' aesthetics in paid social media

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

    Author : Måns Holmberg; Niclas Bergquist; [2022]
    Keywords : snapshot aesthetics; social media; paid media; digital advertising;

    Abstract : Paid advertisement continues to be an important tool to reach new customers and increase revenue for retailers. Investments in paid social media remain on the uprise and the effectiveness of reaching new customers through owned media remain questioned. READ MORE

  6. 40. The Customer Journey of Electric Vehicles in The South Korean Market

    University essay from Göteborgs universitet/Graduate School

    Author : Johanna Back; Olivia Svensson; Pauline Weiler; [2021-06-23]
    Keywords : Electric Vehicles; Customer Journey; South Korea; Touch Points;

    Abstract : The customer journey is a complex phenomenon which consists of numerous touch points. The customer journey is not only constructed through touch points but also by the level of involvement that the journey is characterized by. READ MORE