Relevant bibliographies by topics / Word-of-mouth advertising / Dissertations / Theses
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Dissertations / Theses on the topic 'Word-of-mouth advertising'

Author: Grafiati
Published: 4 June 2021
Last updated: 25 July 2025

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1

Bhana, Lauren. "Factors influencing effective electronic word-of-mouth marketing." Thesis, Nelson Mandela Metropolitan University, 2017. http://hdl.handle.net/10948/14631.

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Marketing serves to satisfy customer needs and wants while building strong customer relationships in an effort to gain value from customers in return. On understanding that customer satisfaction is needed for a business to survive and grow, the important role marketing plays within a business is emphasised as it contributes to overall business performance. Building relationships also emphasises the importance of communication within marketing. Traditional person-to-person word-of-mouth communication has always played a role in marketing a product or service. The evolution of technology over re
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Gustafsson, Maria, and Johanna Grönvall. "”Advertising Nouveau” : en studie om okonventionell marknadsföring." Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18112.

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Företag inom modebranschen står i dag inför en ökande konkurrenssituation. På grund av globaliseringen och interaktionen mellan kunder över internet, är konsumenterna idag mer medvetna än tidigare. Den största faktorn bakom den nya medvetenheten är den generation av unga människor som växt upp i en digitaliserad värld, benämnd som Generation Y. Företag får kämpa för att få konsumenternas uppmärksamhet och situationen beskrivs som ett marknadsföringskrig. Många marknadsförare misslyckas med att nå fram till konsumenterna med traditionella marknadsföringsverktyg som; reklam, PR, direktmarknadsfö
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Andersson, Andrew, and Kristoffer Nilsson. "Lagom kontroversiellt eller kränkande? : En kvantitativ studie om kontroversiell reklam och konsumenter." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-74338.

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Detta arbete inspirerades av att ha observerat reklamkampanjer som fått väldigt stor spridning till följd av att de uppmärksammats pga. att konsumenter har ogillat eller gillat budskapet i kampanjen vilket gett upphov till diskussioner muntligen eller online. Denna undersökning syftar till att undersöka hur faktorer som kön och ålder kan påverka konsumenters intryck av kontroversiell reklam och hur kontroversiell reklam kan påverka konsumenternas attityd till varumärken som använt sig av kontroversiell reklam. Studien undersöker även sannolikheten att konsumenter sprider positiv eller negativ
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Heselius, Tobias, and Harrison Felix Gross. "Kommentera och sprid. : En kvalitativ studie i reklamproducenters syn på viral reklam i Sverige." Thesis, Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-20480.

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The purpose of this study has been to examine a few Swedish advertisment producers opinions on the subject of viral advertising and especially the ethical aspects of hidden viral advertising. The specified purpose of this paper is to: To clarify the underlying reasons for the use of viral advertising. To clarify the advertising producers ethical views on hidden viral advertising. The essay is based on a qualitive research metod of an abductive nature where the empirical data is derived from interviews with three advertisment producers. Through a stratified selection method we contacted agenc
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Van, Loggerenberg Marthinus. "Word-of-mouth marketing to emerging black middle class women in South Africa." Thesis, Stellenbosch : University of Stellenbosch, 2009. http://hdl.handle.net/10019.1/982.

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Thesis (MBA (Business Management))--University of Stellenbosch, 2009.<br>ENGLISH ABSTRACT: Word-of-mouth is fluid and happening everywhere. Networks are invisible and sensitive to organisational behaviour. The post-modern consumer is sceptical of advertising messages. Friends' advice is trusted more. People love to be entertained and for a story to travel it needs to be sticky i.e. have simplicity, credibility and value. The product or message must be relevant and appropriate to their lives. Influencers exist in every product category and marketers could utilise them authentically to infiltrat
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He, Stephen Xihao. "Consumer judgment and forecasting using online word-of-mouth." Diss., Georgia Institute of Technology, 2012. http://hdl.handle.net/1853/44866.

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Empowered by information technology, modern consumers increasingly rely upon online word-of-mouth (WOM--e.g., product reviews) to guide their purchase decisions. This dissertation investigates how WOM information is processed by consumers and its downstream consequences. First, the value of specific types of word-of-mouth information (e.g., numeric ratings, text commentary, or both) was explored for making forecast. After proposing an anchoring-and-adjustment framework for the utilization of WOM to inform consumer forecasts, I support this framework with a series of experiments. Results demons
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Qu, Lianzhuang, and 曲连壮. "Design of electronic word-of-mouth systems pays : effects of layout of online product review webpages on consumer purchase behavior." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2015. http://hdl.handle.net/10722/208578.

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To make informed buying decisions, online consumers increasingly turn to online product review systems, or electronic word-of-mouth systems (EWOMSs). Previous studies suggest that EWOMS designs can determine consumer behavior. Even some tiny changes, such as background color or picture, can greatly affect consumers’ buying behavior. Hence, it is critical to investigate how designs of EWOMS influence online consumers’ buying behavior. This research develops a theoretical model of the effects of EWOMS designs on consumer purchase behavior. We conducted a study using experiments to test and va
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Ngamsiriudom, Waros. "Phantom Menace: the Effect of Narcissism on Word-of-mouth Communications." Thesis, University of North Texas, 2014. https://digital.library.unt.edu/ark:/67531/metadc699949/.

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Previous empirical research and anecdotal accounts suggest that “subclinical narcissism” or “average Joe’s narcissism” is one of the most prevalent social phenomena in many parts of the world. Research also suggests that there will be an unprecedented escalation “in average Joe narcissists” among future generations of consumers. The objective of this study is two-fold. The first objective of this study is to explore the moderating effect of the individual’s level of narcissistic personality on their word-of-mouth (WOM) communications. The second objective of this study is to explore the bounda
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Hoarau, Anne-Gabrielle, Lara Gendre, and Victor Ricard. "Effective or offensive advertising? : An exploratory study on negative Word-of-Mouth and consumers’ perception." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39918.

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Background:               Thanks to digitalization, the current generation Y is constantly exposed to advertising and information, blurring boundaries that can lead to a “buzz”, process more and more common online due to the possibility to publicly respond.   Purpose:          The aim is to understand the processes leading to a possible influence of consumer perception via negative online word-of-mouth and advertisements deemed controversial.   Method:          As an exploratory study, this paper conducted qualitative interviews with a group of students in which they will react to two cases of
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Monahan, Lisa. "Hate is a Strong Word: The Influence of Hate-Acknowledging Advertising on Brand Outcomes." Scholar Commons, 2017. http://scholarcommons.usf.edu/etd/6908.

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Given a lack of tactics for addressing brand hate, most managers tend to ignore brand haters, and instead dedicate their resources towards consumers who like or love their brand. Similarly, relative to the volume of research on positive brand emotions, the academic literature exploring negative brand emotions is limited. Moreover, research indicates that compared to positive brand information, negative brand information is more diagnostic, and ultimately more damaging. In contrast to such findings and practices, this dissertation proposes a strategy whereby using advertising to openly acknow
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Bosman, Dirk Johannes. "The perceived credibility of electronic word-of-mouth communicaton on e-commerce platforms." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/71818.

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Thesis (MComm)--Stellenbosch University, 2012.<br>ENGLISH ABSTRACT: Enterprises and more specifically, marketing departments, function in a complex global market, while trying to deliver products and services to satisfy the needs of consumers. It is estimated that by 2013, enterprises will be spending $4.75 trillion and consumers $330 billion by means of commercial transactions over the Internet, and that by 2050 most transactions – if not all transactions – will be e-commerce based (Laudon and Traver, 2010:1-7). The 24-hour access to a global network of markets has brought about two major ch
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Nusair, Khaldoon A. "A model of commitment in B-to-C travel context a structural equation modeling /." Columbus, Ohio : Ohio State University, 2007. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1180541376.

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Goers, Jean Louise. "Perceptions of Word-of-Mouth Referral Programs on Recruiting Clients." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5866.

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Abstract Word-of-mouth (WOM) personal referrals are more efficient and influential than other forms of advertising; however, there is a lack of information regarding the value of referral programs. The purpose of this qualitative case study was to explore the perceptions of business owners, staff, and customers of alternative health care organizations in a Midwestern U.S. state about efficient referral strategies, measuring the effect of those strategies, and motivations of consumers to make referrals. Maslow's hierarchy of needs theory of motivation and customer decision-making theories provi
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Shin, Hyun Sang. "Strategic and financial implications of new product quality in high-tech industries." Diss., Restricted to subscribing institutions, 2008. http://proquest.umi.com/pqdweb?did=1679290741&sid=9&Fmt=2&clientId=1564&RQT=309&VName=PQD.

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Teo, Raymond. "Word-of-mouth : the effect of service quality, customer satisfaction and commitment in a commercial education context." University of Western Australia, 2006. http://theses.library.uwa.edu.au/adt-WU2007.0006.

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Researchers have noted that word-of-mouth plays a very significant role in consumer decision making, particularly in the area of professional services. However, literature pertaining to its formation in the context of the commercial education industry is limited. With Singapore poised to become the education hub of Asia, this is an important area of study and formed the focus of the current research. More specifically, the research sought answers to the role of perceived service quality, customer satisfaction and commitment in word-of-mouth formation. Unlike prior studies in this area, an addi
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Warnhag, Anton. "WOM awareness : A quantitative analysis of word of mouth marketing’s effects on the use of social network services." Thesis, KTH, Skolan för datavetenskap och kommunikation (CSC), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-169703.

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Marketing has become obsessed with word of mouth. Though long known to be important for consumer decisions, social media has put it into overdrive, providing the infrastructure to launch big campaigns that nonetheless enters people’s consciousness on a very personal level thanks to messages being passed along by friends. This thesis explores what social media users think about this part of their user experience, attempting to answer how widespread awareness is and how their attitude to it affects their own use. Results show that a large majority of users in Sweden are aware that their spreadin
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WANG, Wei. "The effect of word-of-mouth on the purchase of genuine and counterfelt luxury brands : the roles of attitude functions." Digital Commons @ Lingnan University, 2011. https://commons.ln.edu.hk/mkt_etd/3.

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This research aims to investigate the effect of word-of-mouth (WOM) on the purchase of genuine and counterfeit luxury brands with a focus on the roles of attitude functions, product type, valence of WOM, and brand popularity. It consists of two experimental studies. Study 1 examines the effect of WOM on the purchase of luxury brands and attempts to investigate the mediating role of attitude functions in the relationship between WOM and purchase intentions for luxury brands, with regard to different product types and valence of WOM. Study 2 compares the effects of WOM communications with tradit
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Jamshidi, Araz, and Oliver Östensen. "Does social media advertising influence purchasing behavior via EWOM? : A survey study on millennials at LTU." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-72322.

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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. However, millennials are not highly affected by advertising but care a lot about what other people think and feel about products. The millennial generation is the adult generation that is using social media the most and is also one of the biggest consumer bases in e-commerce. This means that companies need to adapt and try new ways to reach these consumers. This thesis
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Yin, Dezhi. "The good, the bad and the content: beyond negativity bias in online word-of-mouth." Diss., Georgia Institute of Technology, 2012. http://hdl.handle.net/1853/44824.

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My dissertation aims to contribute to a more comprehensive understanding of how consumers make sense of online word-of-mouth. Each essay in my dissertation probes beyond the effect of rating valence and explores the role of textual content. In the first essay, I explore negativity bias among online consumers evaluating peer information about potential sellers. I propose that both the likelihood of negativity bias and resistance to change after a trust violation will depend on the domain of information discussed in a review. Three experiments showed that negativity bias is more prominent for in
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Taylor, David George. ""I Speak, Therefore I Am:" Identity and Self-Construction as Motivation to Engage in Electronic Word of Mouth." Thesis, University of North Texas, 2010. https://digital.library.unt.edu/ark:/67531/metadc31549/.

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To paraphrase an old bromide, "you are what you consume." Consumers derive their sense of self through products, brands, performances and a host of other meaning-laden materials that they consume. The marketing literature has long recognized possessions as an extension of the self-concept. Although hundreds of studies have examined the linkage between consumption and the self, surprisingly few have examined a related phenomenon - the relationship between the self-concept and word of mouth (WOM). A handful of studies have demonstrated the use of WOM to enhance the consumer's self-image, but
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Lima, Vinicius Zanchet de. "Relações entre valor percebido, comprometimento, propaganda boca a boca e intenção de recompra." reponame:Repositório Institucional da UCS, 2015. https://repositorio.ucs.br/handle/11338/1052.

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Embora o construto intenção de recompra venha sendo estudado por diversos pesquisadores, existem alguns desafios sobre o conhecimento das relações entre os seus construtos determinantes ou antecedentes. Assim, para o desenvolvimento desta pesquisa, foi analisada a influência do valor percebido, do comprometimento afetivo, do comprometimento normativo e da propaganda boca a boca positiva sobre a intenção de recompra de smartphones de uma determinada marca (marca líder do mercado mundial). Para tanto, foi realizado o levantamento teórico que aborda a intenção de recompra, bem como a compreensão
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Almeida, Nicolau Miguel. "Uma avaliação de comunicação de marketing na hotelaria." Doctoral thesis, Instituto Superior de Economia e Gestão, 2008. http://hdl.handle.net/10400.5/642.

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Doutoramento em Gestão<br>O turista é exposto a múltiplas fontes de informação e tem um envolvimento mais ou menos intenso na busca de informação para a tomada de decisão de compra do serviço de alojamento hoteleiro. Este facto coloca um desafio à comunicação de marketing dos estabelecimentos hoteleiros, uma vez que estes têm que escolher o instrumento de comunicação que seja eficaz a alterar o comportamento do turista no sentido da decisão de reserva. Porém, no estado da arte sobre o tema não se encontra um estudo empírico que evidencie o efeito significativo dos instrumentos de comunicação -
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Granlund, Cajsa, and Lisa Prick. "A study of viral marketing on Youtube : Evidence: Nike Dream Crazy and Nike Dream Crazier." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-75458.

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The aim with this study was to answer the question “What components in Nike’s viral ads on Youtube trigger emotions?”. The data was collected through a qualitative and descriptive research approach and the method was a combination of a poetic film analysis and Ducoffe’s Model of Advertising Value. The model includes three components that were to be analyzed: informativeness, entertainment and irritation. The video ads were analyzed together with the comments posted. The comments were seen as electronic word of mouth and they were analyzed in order to understand if the viewer felt positive or n
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Nilsson, Pamela, and Olivia Hiljegren. "Konsten att skapa trovärdighet genom influencer marketing : En kvalitativ studie om hur varumärken nyttjar influencers som ett marknadsföringsverktyg för att skapa trovärdighet i sociala medier." Thesis, Högskolan i Halmstad, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-45111.

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Att företag använder sig av influencers som ett marknadsföringsverktyg på sociala medier blir allt vanligare att se. Precis som det engelska ursprungsordet influence betyder så handlar influencer marketing om att varumärken använder personer med stora nätverk av följare för att påverka andra konsumenter till varumärkeskännedom och köpbeslut. Syftet med denna studie är att undersöka hur varumärken använder sig utav influencers som ett marknadsföringsverktyg för att skapa trovärdighet genom samarbeten på sociala medier. Studien har undersökt vad det finns för möjligheter
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Aurimas, Mickus, Zhou Pengshuo, and Guo Xiang. "The Role of Paid and Earned Social Media on Consumer Behavior for Apparel Brands in China’s Market." Thesis, Jönköping University, Internationella Handelshögskolan, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48901.

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Social media marketing is gradually replacing traditional marketing and becoming the primary marketing strategy for businesses. Paid and earned media have emerged as two major social media marketing forms that are important in business development research. China has more social media users than any other country in the world and is housing platforms such as Weibo, WeChat or Xiaohongshu, thus with an ever-increasing demand for social interaction between a company and a customer, the search for the optimal marketing strategies in a hyper-competitive apparel market in China is in effect. With th
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Nguyen, Thi Mai Han. "How can materialism affect the intention to create brand-related user-generated content about style on social media sites?" Thesis, Queensland University of Technology, 2019. https://eprints.qut.edu.au/128748/1/Thi%20Mai%20Han_Nguyen_Thesis.pdf.

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This study examines how materialism can affect the intention to create brand-related user-generated content about style on Facebook and blogs. It contributes to the understanding of how personality traits explain the behaviour of brand-related user-generated content creation on social media sites by providing results of the mechanism and condition that can activate highly materialistic consumers to create brand-related user-generated content about style. This research used content analysis and online experiments.
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Fesahaye, Johanna, and Emma Holmlund. "Konsumenters syn på trovärdighet och användbarhet av reklam på sociala medier." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-34801.

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Social media is a phenomenon that has expanded fast during the recent years and has become a part of people’s everyday lives. Social media has developed to not only deal with updating others about what is happening and uploading pictures. Today social media plays a big part in marketing. Therefore advertising is not only exposed in traditional media such as; TV, radio and newspapers, but also on the internet and the social media platforms. Advertising on social media appears in different forms; sponsored posts (paid ads), User Generated Content (non-paid ads) and Electronic-Word-of-Mouth. Thes
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Elias, Troy R. C. "E-Fluence at the Point of Contact: Impact of Word-Of-Mouth and Personal Relevance of Services on Consumer Attitudes in Online Environments." Columbus, Ohio : Ohio State University, 2009. http://rave.ohiolink.edu/etdc/view.cgi?acc%5Fnum=osu1243885230.

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Gimdal, Gabriel, and Max Johnson. "Hur påverkar Gerillamarknadsföring Generation Y? : En studie av Gerillamarknadsföringens påverkan på Generation Y." Thesis, Karlstads universitet, Fakulteten för humaniora och samhällsvetenskap (from 2013), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-31684.

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Sammanfattning Titel: Hur påverkar Gerillamarknadsföring Generation Y?  Ämne/Kurs:  Företagsekonomi - Kandidatuppsats Handledare:  Lars Haglund Nyckelord: Marknadsföring, Gerillamarknadsföring, Generation Y, Annonsering, Word-of-mouth, Buzz- marknadsföring, varumärkesattityd, varumärkesengagemang, engagemang online, kommunikation. Bakgrund: Marknadsföring handlar om att skapa och utveckla lönsamma kundrelationer. I dagens samhälle så sker marknadsföring runtom omkring oss hela tiden. På grund av detta har Generation Y utvecklat strategier som automatiskt sorterar bort överflöd
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Češková, Lenka. "Vybrané problémy marketingové strategie ŠKODA AUTO a.s." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-4185.

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Škoda Auto is one of the most important companies in the Czech Republic. The company not only sells cars, but also provides services, sells Škoda Genuine Parts and Škoda Genuine Accessories. Customers know services as Škoda Service. All these aftersales activities are integral part of the brand. Master thesis put emphasis on external communication of Škoda Service. Master thesis describes external communication and proposes new communication methods.
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Wärme, Erica, and Louise Olsson. "Influencer marketing and its effectiveness on consumers’ attitudes and purchase intention." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-79709.

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Social media is nowadays one of the best ways to reach new potential customers. Social media platforms allow influencers to promote brands and reach even more customers. These new platforms are relatively untested as regards its effectiveness. The purpose of this thesis was to investigate if influencers affected customers´ attitudes and purchase intentions more than online adverts, regarding energy drinks. The thesis used an experiment in order to investigate this further. Combined with previous research in this area and the data from the study’s questionnaire, a result for this thesis could b
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Daugherty, Matthew Lane. "Small Business Marketing Strategies for Physical Therapy Practice Owners." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/6196.

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The United States economy depends on small businesses, which represent 99% of all businesses in the United States, yet approximately 50% of small businesses cease operations in the first 5 years. The purpose of this multiple case study was to explore the marketing strategies used by owners of small businesses to develop and maintain their organization through the initial 5 years of business operation. The population included 5 physical therapy business owners in northeastern Florida who had sustained their business for a minimum of 5 years. The conceptual framework for this study was the brand
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Lundgren, Caroline, Jenny Kristiansson, and Sandra Petersson. "Modebloggarnas dolda budskap?" Thesis, Växjö University, School of Management and Economics, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:vxu:diva-7170.

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Käck, Camilla. "Pop-up-bibliotek : På gränsen mellan uppsökande verksamhet och PR." Thesis, Uppsala universitet, Institutionen för ABM, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-308426.

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This master’s thesis in Library and Information Science examines the phenomenon ”pop up library” and how public libraries are working with projects within this area. The method to collecting data is qualitative interviews with represents from five libraries in Sweden. The theoretical framework mainly consists of theories from mar- keting management especially adapted for non-profit organizations and libraries. The main results of the study shows that the purpose of why the libraries are using this method is to attract new users, make the library more available, marketing the library, work with
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Ryman, Sara, and Isabelle Sundqvist. "Tittar du på mig? : En kvantitativ studie om videomarknadsföring på Instagram." Thesis, Umeå universitet, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-149288.

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Sociala medier är ett vanligt förekommande fenomen som används av allt fler människor världen över. På sociala medier ges både företag och privata användare möjlighet att publicera videoinnehåll. I linje med att video på sociala medier växt fram, har möjligheter att använda video i marknadsföringssyfte utvecklats. Det har resulterat i att allt fler företag och marknadsförare insett fördelen med att inkludera video som en aspekt i marknadsföringsstrategier. Det har identifierats ett teoretiskt gap inom forskning som behandlar vilka attribut som bör inkluderas i en video för att fånga en konsume
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Matienzo, Fuentes Josue Alonso. "Las redes sociales como generadoras de nuevas preferencias de consumo mediante la comunicación boca a boca. Dirigido al sector comida saludable en un público millennial peruano Caso: Restaurante Va Bien." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/652995.

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La presente investigación se desarrolla para conocer las estrategias utilizadas por medio de la comunicación boca a boca en las redes sociales para generar preferencias de compra en el consumidor. Debido a que los estudios dirigidos a la comida saludable y los millennials desde una perspectiva publicitaria son escasos, creemos que es un tema potencial para tener un mejor conocimiento del mercado lo que sería favorable para las marcas y agencias. Además, el estudio se realizará con técnicas cualitativas, lo que nos permitirá observar desde las opiniones y publicidad compartidas por los consumi
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Tran, Gina A. "Investigating E-servicescape, Trust, E-WOM, and Customer Loyalty." Thesis, University of North Texas, 2014. https://digital.library.unt.edu/ark:/67531/metadc699848/.

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Old Spice cleverly used a handsome actor to play the Old Spice Man character for a Super Bowl commercial in 2010. After the game, this Old Spice commercial was viewed more than 13 million times on YouTube, a social media video-sharing site. This viral marketing campaign, also known as electronic word-of-mouth (E-WOM), propelled the Old Spice brand into the forefront of consumers’ minds, increased brand awareness, and inspired people to share the video links with their family, friends, and co-workers. The rapid growth of E-WOM is an indication of consumers’ increased willingness to convey marke
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Weinreich, Carrie. "Marketing Strategies Restaurant Leaders Use to Develop Their Customer Base." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/2464.

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Surviving past the first year of operation is a growing concern for independent, full-service restaurants. Some restaurant leaders lack the marketing strategies necessary to develop a loyal customer base and survive beyond the first year of operation. The purpose of this multiple case study was to explore the marketing strategies that independent, family-oriented, full-service restaurant leaders located in the Pittsburgh, PA, metro area in business for at least 5 years have used to develop their customer base during the first year of operation. This study was guided by the 7Ps of marketing the
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Wang, Hui-Hsuan, and 王惠萱. "The Integrating Effect of Advertising and Negative Word-of-Mouth." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/97201207461176626343.

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碩士<br>國立臺灣大學<br>商學研究所<br>92<br>Advertising and word-of-mouth communication(WOMC) are both important sources of product messages. However, little research has examined the integrated effects of them. Smith & Vogt（1995）had showed that consumer’s attitude will be interrupted by advertising and negative WOMC. Furthermore, Laczniak, DeCarlo & Ramaswami（2001） also set three different negative WOMC scenarios which have three different kinds of message to explore the influences on consumers’ responses, though in Smith & Vogt’s research there is only one scenario being considered. This study combines t
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CHANG, SHU-HUI, and 張淑慧. "The Impact of Blog’s Word-of-Mouth on Advertising Effectiveness." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/92098225538620598716.

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碩士<br>國立臺北大學<br>企業管理學系<br>97<br>The quantity of blog in the whole world is escalating dramatically. Most of consumers search the information or comments of the commodity in which they’re interested from the blog while the usage of blog is getting popular. The impact of the information about products is getting powerful. It’s a trend to browse some recommendation, comments, and reviews of the products prior to purchase. Because the condition of this consumer behaviour, how marketers can improve the advertising effectiveness by choosing the suitable and the effective blog type according to their
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Wu, Tzu-Yi, and 吳姿宜. "The Influences of Valence of Word-of-Mouth and Advertising Vividness on Advertising Effects." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/32144520846635601025.

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碩士<br>國立臺灣科技大學<br>企業管理系<br>92<br>Advertising and word-of-mouth (WOM) has become the most powerful marketing tools in marketing people’s view now. One of them, advertising has already involved in everyone’s living. How many advertisements can not only really catch consumer’s attention, but also engage in their purchasing intentions? Besides, according to 2001 report of McKinsey & Company indicated that the 67% consumer goods in U.S.A has be influenced by WOM. To consumers, WOM is the most natural and frequency promotional behavior. As a result, our research considered the influences of ad
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Lin, Chia Hsiung, and 林佳諠. "The Effect of Keyword Advertising on Eletronic Word-of-Mouth Communication." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/17462902161057140932.

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碩士<br>中國文化大學<br>國際貿易學系<br>99<br>Due to the vast development of Internet for the past few years, the development of consumer's Word-of-Mouth behavior follow the trend to Electronic -Word-of-Mouth. The range of Word-of-Mouth propagation is wider and the speed is faster. This study is intended to explore that whether or not Electronic -Word-of-Mouth behaviors of con-sumers after consuming would be affected by keyword advertising search before con-suming. This study focuses on catering industry and medical cosmetic industry as target industry. I use structural entity questionnaire as a tool of
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Yoon, Seong No. "The effects of electronic word-of-mouth systems (EWOMS) on the acceptance of recommendation." 2008. http://proquest.umi.com/pqdweb?did=1580777751&sid=17&Fmt=2&clientId=14215&RQT=309&VName=PQD.

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Thesis (Ph.D.)--University of Nebraska-Lincoln, 2008.<br>Title from title screen (site viewed Jan. 15, 2009). PDF text: vi, 114 p. : ill. ; 3 Mb. UMI publication number: AAT 3315881. Includes bibliographical references. Also available in microfilm and microfiche formats.
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"For better or for worse?: contrasting effects of negative word-of-mouth on consumer dissatisfaction." 2008. http://library.cuhk.edu.hk/record=b5893696.

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Cui, Xizhen.<br>Thesis (M.Phil.)--Chinese University of Hong Kong, 2008.<br>Includes bibliographical references (leaves 35-46).<br>Abstracts in English and Chinese; some questionnaires in English and Chinese.<br>ABSTRACT (ENGLISH) --- p.i<br>ABSTRACT (CHINESE) --- p.ii<br>TABLE OF CONTENTS --- p.iii<br>LIST OF TABLES --- p.iv<br>Chapter CHAPTER ONE --- INTRODUCTION --- p.1<br>Chapter 1.1 --- Background --- p.1<br>Chapter 1.2 --- Research Overview --- p.5<br>Chapter CHAPTER TWO --- THEORETICAL FRAMEWORK --- p.6<br>Chapter 2.1 --- Attitude Polarization and Dissatisfaction Aggravation ---
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Moore, Sarah G. "Some Things Are Better Left Unsaid." Diss., 2009. http://hdl.handle.net/10161/1092.

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Hu, Jyun Wei, and 胡珺偉. "Advertising Decision, Word-of-Mouth and Conversion Rate: The Case Study of Webike Taiwan fan page." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/7pkrum.

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碩士<br>明志科技大學<br>經營管理系碩士班<br>104<br>As information technology moves forwards, social network has reached every part of the life of the public. In order to speed up the promotion of Facebook fan page, enterprise has tried many advertisement ways to enhance its visibility. In other words, to attract more consumers and potential customers to join the fan page it has set up. Advertising messages not only to attract visitors just click online advertising, but more desirable to bring the actual purchase orders through visiting the Website. Since you have the potential to reach more consumers and driv
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Huang, Ying-Ting, and 黃憶婷. "The effect of keyword advertising on electronic word-of-mouth communication: the moderating role of product category." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/12173903998913427919.

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碩士<br>中國文化大學<br>國際貿易學系<br>99<br>Since its inception on search engines in 1990s, keyword advertising has quickly grown into a leading forms of online advertising, accounting for 40% of today’s online advertising market. A key success factor of keyword advertising is its ability to deliver the most relevant advertisements to the customers. In addition, a small marketers can afford to compete for exposure in respective market. Therefore, keyword advertising has been gaining greater attention from marketing scholars and practitioners. The electronic word-of-mouth (eWOM) information providing both
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Carvalho, João Xavier Ferreira. "Traditional advertising ou branded content: fortalecer a lealdade no séc. XXI." Master's thesis, 2022. http://hdl.handle.net/10400.26/39585.

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Recentemente tem-se observado uma diminuição da lealdade dos consumidores, associada a um menor tempo de atenção dos mesmos e a maior desconfiança face à publicidade das marcas e dos seus produtos. O branded content surge como uma ferramenta de comunicação, capaz de publicitar a marca e entreter o consumidor em simultâneo. Investigação sobre os impactos do branded content na lealdade, mostra-se escassa. Recorrendo à Teoria da Ação Racional, esta dissertação pretende examinar o papel dos diferentes tipos de comunicação publicitária (i.e., branded content e publicidade tradicional) na criação de
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THO, NGUYEN XUAN, and 阮春壽 Nguyen Xuan Tho. "Service Quality, Advertising Message, and Negative Switching Barrier: Effects on Repurchase Intention and Positive Word–of–Mouth." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/4jq2ad.

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博士<br>南臺科技大學<br>經營管理博士學位學程<br>106<br>As of now, the Vietnam telecom market has been nearly saturated and five dominated mobile carriers coexist. Nevertheless, the competition is still fierce due to the fluctuation of market share among service providers. Therefore, through loyalty programs and word-of-mouth marketing (WOMM), mobile carriers now turn to put major efforts on retaining existing consumers, as well as attracting as many as possible new users from competitors. This study proposes a novel model regarding consumer psychology, which aims at two main purposes: first, identifying the re
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Uyenbaatar, Yanjmaa, and Yanjmaa Uyenbaatar. "The Effects of Word of Mouth and Attitude toward Celebrity-endorsed Advertising on Purchase Intentions of Social Media Users." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/42970057406076057727.

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碩士<br>國立東華大學<br>企業管理學系<br>105<br>The purpose of the present study is to analyze the effect of word of mouth and attitude toward celebrity-endorsed advertising on purchase intentions of social media users. It takes Mongolian Facebook users as an example. Most of previous research indicates that celebrity endorsement has positive influence on purchase intention. On the other hand, many companies realize the importance of using social media as a marketing tool. Hence, these two factors should be studied together. This study expects that celebrity endorsement advertising is not as effective in the
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