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Dissertations / Theses on the topic 'Word-of-Mouth Promotion'

Author: Grafiati

Published: 5 June 2025

Last updated: 1 August 2025

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1

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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Chung, Cindy Mann Yien. "How positively do they talk?, an investigation on how self-promotion motive induces consumers to give positive word-of-mouth." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 2001. http://www.collectionscanada.ca/obj/s4/f2/dsk3/ftp04/NQ61071.pdf.

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Chen, Chia-Hung. "Word-of-mouth information gathering : an exploratory study of Asian international students searching for Australian higher education services." Queensland University of Technology, 2006. http://eprints.qut.edu.au/16275/.

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Word-of-mouth communication (WOMC) has been recognized as a powerful marketing communication medium that many consider beyond marketers' control and yet is a reliable, creditable, trustworthy information-gathering tool, especially in credence-based services (CBS). To date, the various types of WOMC messages have not yet been adequately studied in the context of CBS. Using the individual face-toface convergence interview (CI) technique as the primary data collection method of exploratory research, this study attempts to fill this gap by describing the types, the characteristics, and the signifi

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Chen, Chia-Hung. "Word-of-mouth information gathering : an exploratory study of Asian international students searching for Australian higher education services." Thesis, Queensland University of Technology, 2006. https://eprints.qut.edu.au/16275/1/Chia-Hung_Chen_Thesis.pdf.

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Word-of-mouth communication (WOMC) has been recognized as a powerful marketing communication medium that many consider beyond marketers' control and yet is a reliable, creditable, trustworthy information-gathering tool, especially in credence-based services (CBS). To date, the various types of WOMC messages have not yet been adequately studied in the context of CBS. Using the individual face-toface convergence interview (CI) technique as the primary data collection method of exploratory research, this study attempts to fill this gap by describing the types, the characteristics, and the signifi

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PELAT, Camille, and Madeleine CABOT. "Blogs as a new tool of communication and promotion of fashion brands : How do fashion companies make use of bloggers as a new tool of communication to promote their brands?" Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31668.

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Title: Blogs as a new tool of communication and promotion of fashion brands. Research question: How do fashion companies make use of bloggers as a new tool of communication to promote their brands? Purpose: The purpose of this study is to observe and explore how the fashion brands use bloggers and their blogs as a new method to advertise and communicate about them and their products to consumers. The study is conducted from an external point of view. Design/methodology/approach: This study is exploratory and descriptive and uses a qualitative method, with non-randomly method where the sample i

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Falck, Alexander, and Sebastian Ivarsson. "Att Marknadsföra Döden : En jämförande studie mellan tjänstemarknadsteori kontra begravningsbyråers arbetssätt." Thesis, Linnaeus University, Linnaeus School of Business and Economics, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-6615.

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<p><strong>Författare: Alexander Falck, </strong><em>Ekonomprogrammet inriktning marknadsföring</em><strong> </strong></p><p><strong>Sebastian Ivarsson, </strong><em>Enterprise</em><em> and Business Development<strong></strong></em></p><p><strong>Handledare: Kåre Skållerud</strong></p><p><strong>Examinator: Frederic Bill</strong></p><p><strong>Titel:</strong> Att marknadsföra döden: en jämförande studie mellan tjänstemarknadsteori kontra begravningsbyråers arbetssätt.</p><p><strong>Bakgrund och problemdiskussion: </strong>Produkter och tjänster markn

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7

Starzynski, Tomas, and Alex Ristic. "Customer delight genom informationsspridning av juridiska kunskaper : En fallstudie av en hemelektronikbutik." Thesis, Södertörn University College, School of Business Studies, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-479.

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<p>Denna kandidatuppsats är skriven i syfte att analysera hur väl företaget ONOFF i Södertälje informerar sina kunder om deras konsumentköprättigheter och hur missnöje vid okunskap kan förebyggas. Uppsatsens problemformulering är därmed hur väl informerar företag sina kunder och hur de kan klara av diskussionen med kunder om deras rättigheter enligt konsumentköplagen.</p><p>Genom enkätundersökning mättes kundernas kunskaper om konsumentköplagen samtidigt som ONOFFs chef intervjuades för att få information om hur ONOFF informerar sina kunder om deras rättigheter. Dessutom undersöktes informatio

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Villanova, Daniel Joseph Bodin. "Intuitive Numerical Information Processes in Consumer Judgment." Diss., Virginia Tech, 2018. http://hdl.handle.net/10919/94318.

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Numerical information is ubiquitous in modern life. The prevalence of numerical information in the marketplace necessitates understanding how consumers handle and interpret that information, for both theoretical and practical reasons. Past research has largely focused on consumers’ encoding of numbers, calculative limitations, and usage of heuristics. This dissertation will contribute to this burgeoning literature in several ways. First, I identify a general tendency in how consumers calculate ratios based on an intuitive model of division. Specifically, consumers tend to divide larger numbers

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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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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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Kelnarová, Jana. "Marketingová komunikace vybraných hotelů v období globální recese/krize." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-12472.

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The final thesis compares the changes of the marketing communication among the specific hotels during the global recession. The analysis results in the dominanat usage of the electronical media and the internet, rather than changes of the marketing communication instruments,becasue of their advantage of the measurable effects.

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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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Bellego, Christophe. "Three empirical essays on movie admissions in the french motion picture industry." Thesis, Paris 1, 2016. http://www.theses.fr/2016PA01E060.

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A la frontière entre les industries du divertissement et la production culturelle, grand fournisseur de contenu à l'économie numérique, l'industrie du cinéma soulève des questions intéressantes dans le champ de l'économie et du marketing. Cette thèse répond à trois questions empiriques importantes sur ce sujet à l'aide de différentes méthodes adaptées (économétrie des données de panel, différence-de-différences, économétrie structurelle) et propose un nouveau développement théorique du modèle nested logit. Le premier chapitre étudie l'effet des notes des consommateurs sur Internet, et analyse

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Lehto, Fredrik, and Hampus Gunnstam. "Marknadskommunikation för småföretag i byggbranschen : En kvalitativ studie om hur småföretag inom byggbranschenanvänder marknadskommunikation för att skapa försäljning påkonsumentmarknaden." Thesis, Högskolan Dalarna, Institutionen för kultur och samhälle, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:du-37631.

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Marketing is in a constant change where several industries are going from a traditional marketing towards a more digital marketing aspect. Precisely for the construction industry, previous studies show that small enterprises have not kept up with developments and believe that small enterprises in the construction industry often have a lack of knowledge in the field of marketing communication. The study is based on a qualitative research method with a deductive applied approach.The study is based on empirical data collected from six small enterprises in the construction industry in Dalarna. Wit

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López, Pérez Manuela. "Marketing boca a boca. Cómo conseguir que el consumidor hable de tu producto o marca= Word of mouth marketing. Strategies to enhance consumers in promoting products and brands." Doctoral thesis, Universidad de Murcia, 2014. http://hdl.handle.net/10803/144666.

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La literatura de marketing ha sido testigo de la influencia que tienen otras personas en el comportamiento del individuo. Las nuevas tecnologías de la información han incrementado la importancia de esta influencia interpersonal. El boca a boca electrónico constituye una fuente de información cada vez más importante para los consumidores. Dada la gran importancia que está adquiriendo este proceso de comunicación, algunas empresas empiezan a interesarse por el desarrollo de campañas de boca a boca electrónico como una nueva herramienta de comunicación. A este intento de las empresas por influir

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Ting, Shao-Tung, and 丁紹棟. "Using Promotion to Stimulate Positive Word-of-Mouth Intention." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/k39avx.

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碩士<br>國立臺灣科技大學<br>管理研究所<br>94<br>Although the power of word-of-mouth has been studied for more than thirty years, there are still fewer people researching the aspect of managing word-word-mouth. The purpose of this research is to carefully examine the difference between programs of promotion and to efficiently stimulate specific word-of-mouth behaviors among consumers. In the meanwhile, this research checks how the product involvement can interfere with the relationship between promotion and driven word-of-mouth. The participants of this research are not limited, and by this way we can acquire

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洪嘉縵. "The Effect of Online Word of Mouth On Consumer Purchase Intention — Moderating Role of the Product Attributes and Promotion." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/31670049641921417816.

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碩士<br>國立嘉義大學<br>行銷與運籌研究所<br>100<br>In recent years, a significant increase in the number of facebook, and many company are setting up their fans group on here in the last couple of years. Therefore, more and more sales promotional information will appear on facebook. The main purpose of this study is to explore would the product attributes and the promotion ways with different online word of mouth effect consumer’s purchase intention. We also discussed product attributes to consumer’s purchase deferral time and promotion ways to consumer’s perceived value. This study adopts 2 (regulatory f

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Chang, Ya-Chen, and 章雅榛. "The Effect of Perceived Promotion Value, Brand Image and Word-of-mouth on Female Consumer of Cosmetic Purchase Intention." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/02534468663615655568.

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碩士<br>義守大學<br>企業管理學系<br>102<br>The purpose of this work is to elucidate how brand image, perceived promotion value and word-of-mouth intention with attitude toward product related, and attitude toward product how to influce purchase intension. Adopted foundation products as experimental product and 420 always bought cosmetic female as experimental subjects. The study adopted experimental design method to examine the effects of brand image and perceived promotion value on the attitude toward product effects and consumers’ behavioral intentions. Then the focus group for long-term use of cosmetic

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Yu-sheng, Mei, and 梅玉笙. "Discussion The Impact of Word-of-Mouth, Promotion Type, Product attributes and Mobile Network system on Phone User Purchase Intention." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/71193336927067080648.

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碩士<br>中國文化大學<br>國際企業管理研究所<br>95<br>With mobile phone technology developing , resulting in mobile operator got using variety of promotion type, and develop new function on mobile phone. Beside, surfing internet of people continuously increased, and people could criticize the phone by surf-ing the net ,so that the impact of electronic word-of-mouth arised than pass. Moreover, the research in pass didn’t examine the impact of mobile network on consumer. Hence, the research use word-of mouth, product attributes, promotion type, and mobile network system to discuss mobile phone user purchase inten

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Chung, Cindy Mann Yien. "How positively do they talk? : an investigation on how self-promotion motive induces consumers to give positive word-of-mouth." Thesis, 2000. http://hdl.handle.net/2429/12902.

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This dissertation examines how product self-relatedness may induce positive word-of-mouth (WOM) behaviour. The main prediction was that product self-relatedness would increase the total amount of WOM, and cause consumers to exaggerate their opinions about products they liked. Three studies were conducted to test various hypotheses that related to the main prediction. A pilot study obtained initial evidence that products that reflected consumer self-concept led to more willingness to give WOM, and also more positively valenced WOM. Ownership and expectation of social evaluation on WOM opinion w

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Antunes, Inês Filipa Saraiva. "The effectiveness of sales promotion techniques on consumer buying behavior of generation Y." Master's thesis, 2018. http://hdl.handle.net/10362/38603.

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Sales promotion are increasingly becoming a powerful communication tool for marketers to connect with costumers. Notwithstanding, little is known about how Generation Y responds to sales promotion. To address this concern, this paper attempts to find out the major dimensions of consumers’ perception about the benefits derived from sales promotion and the influence of Word-of-mouth (WOM) on purchase intention. A convenience sample of 564 Generation Y was taken over a quantitative research, following a descriptive research design. Structural Equation Modeling approach was used to test the propos

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Tai, Pei-Wen, and 戴珮汶. "The Effect of Promotion on Consumer's Purchase Intention、Repurchase Intention and Word-of-mouth Intention–An Empirical study of Digital Content peripheral merchandises." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/78916038068921685836.

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碩士<br>國立東華大學<br>資訊管理碩士學位學程<br>99<br>The development of the digital content industry has been changing the consumption patterns of the people gradually in recent years. There exist vast business opportunities among video games, animation, comics and other related merchandise digital content peripheral merchandises. In this research, we applied decision tree data mining technique to study the impact of various promotions for Animation, Comic and Game (ACG) on consumer’s behavior. And we found the following three important results: 1. The price pack is the most effective promotional tool of attr

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Wu, Wang-Te, and 吳望得. "A Study on the Effects of the Word-of-Mouth Promotion on Professional Service-- An Example of Health Care Institutions in Taiwan and China." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/68120729419116427644.

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碩士<br>國立高雄第一科技大學<br>行銷與流通管理所<br>92<br>This study examines the WOM (word-of-mouth) effect on the professional service; in addition, we analyze the influences how the WOM message was affected by the customer internal knowledge level and external information search. This research explores the gaps of each different service quality evaluation method. Empirical results support that two customer-oriented factors, satisfaction and loyalty, can be surrogates to suggest that WOM is the most significant factor when consumers have positive feeling towards service. Data used in this study was from sampli

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Wu, Huiyu, and 吳慧玉. "The Study of The Impact of Word-of-Mouth And Promotion TypeOn Consumer Purchase Behavior Research-A Case Study ofCosmetic And Skin Care Products." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/96488916782584028048.

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碩士<br>大葉大學<br>管理學院碩士在職專班<br>100<br>Due to the gradual increase of the national income of Taiwanese people, the emphasis on consumer products and consuming models have changed greatly in recent years. The users of cosmetic products expand in various age groups. Wearing cosmetics is regarded as an expression of politeness. In addition, the spread of cosmetics knowledge, the rising of education degree, the change of social concepts and the frequent interaction among people increase the need for the cosmetic products. The amount of consumption of the cosmetic products is also increasing continuall

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Tsai, Yi-lin, and 蔡易霖. "THE EFFECTS OF WEBSITE CHARACTERISTICS, PRODUCT CHARACTERISTICS, PROMOTION TYPE AND WORD-OF-MOUTH TO CONSUMER'S PURCHASE INTENTION THROUGH INTERNET--EVIDENCE FROM NET PURCHASE FOOD." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/v5tbye.

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碩士<br>南華大學<br>企業管理系管理科學碩博士班<br>101<br>As times change, internet starting and universal, many food industries start take the internet to seek the opportunity as the medium, also changes the original entity circuit the management pattern, gradually into the Internet to shop online. However, the identity of the user for the website characteristics, product characteristics in the website, sales of products and other consumers for the word of mouth of the product produces the shopping online behavior is also different, then influence purchasing intention. 　　　Thereby, the study uses website charact

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Huang, Ruo-Yu, and 黃若妤. "A Study of the Impact to the Web-user toward the Attitude to the negative information Structure on the Internet Blog and Word-of-mouth promotion effect: Use Internet community and Product involvement as moderating factor." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/29929009626737687129.

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碩士<br>淡江大學<br>企業管理學系碩士在職專班<br>97<br>Web Blog has increasingly becoming more and more popular now a day within states, and with no limitation of its boundaries or time, Web Blog has provided web-users an non-stop 24hours information exchange platform. From the previous data, it’s not hard to discover all the researches were focus mostly as to discuss how feedbacks from word-of-mouth through internet affected customers were structured, and rarely talk about the influences of the information circulation between bloggers.（Including positive, negative word-of-mouth and contact sequences）　　This re

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Liao, Chieh-ying, and 廖倢瑩. "Promotions and Effects of Electronic Word-of-Mouth: Views of Corporation and Customers." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/50438674919580170725.

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碩士<br>國立臺灣科技大學<br>企業管理系<br>97<br>Most of corporations have developed ewom marketing nowadays. Moreover, ewom-related references have confirmed this way that led to raise, induct the ewom behavior of customers. However, in this discussion of promoting ewom marketing steps, there’s seldom to talk about the cooperation of customer motivator and ewom marketing process in the same time. In order to solve this issue, the article will figure out what the ewom processes of corporations in quality research and motivations of spreading oneself opinion through 181 questionnaires in makeup-related platfor

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Makgopa, Sipho Selatole. "Investigating the marketing communication practices of car dealerships in Gauteng Province, South Africa." Diss., 2016. http://hdl.handle.net/10500/21789.

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The purpose of this research was to investigate the marketing communication practices of car dealerships, in order to identify what factors are considered in the selection of the marketing communication mix incorporated in the marketing communication strategy. Furthermore, identify and establish an understanding of the marketing communication mix elements used by car dealerships in their marketing communication strategies. A qualitative research approach was followed in this paper. Semi-structured, in-depth interviews were conducted with marketing personnel of various car dealerships in Gauten

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Van, der Merwe Michelle Caroline. "Marketing communication methods used by tour operators in Gauteng." Diss., 2003. http://hdl.handle.net/10500/738.

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The purpose of this study is to determine which marketing communication methods tour operators in Gauteng, registered with SATSA, utilise. Tour operators aim to enhance tourist experiences. Companies need to be exposed to the marketplace to attract and keep business, thus marketing communication methods used by tourism organisations are examined at length. The results for the study were obtained using a web-based questionnaire. Main findings include the fact that SATSA-registered tour operators frequently use interactive media, direct marketing and advertising. Word of mouth was continuall

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