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Dissertations / Theses on the topic 'Word of mouth'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

Jönsson, Joakim. ""Word of mouth" : Hur påverkas hotellgäster av "word of mouth"." Thesis, Örebro University, Department of Restaurant & Culinary Arts, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-4878.

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<p>Detta arbete kommer att ta upp området muntlig marknadsföring, eller som det kallas internationellt ”word of mouth”, som en metod för att beskriva kunders medverkan till att marknadsföra ett tjänsteföretag, som t.ex. hotell. Begreppet marknadsföring innebär en rad aktiviteter som ett företag utför, för att locka kunder. En del av dessa aktiviteter kan vara annonsering, eller broschyrer, som hotellet delar ut.</p><p>Syftet med undersökningen är att se hur ett hotells gäster har fått kunskap om hotellet och hur ”word of mouth” (WOM) har påverkat dem i sitt val.</p><p>Den metod och det materia

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2

Hughes, Rolf. "Word of Mouth and and imaginary flanerie : on reading Word of Mouth." Thesis, University of East Anglia, 1994. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.386096.

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3

Asp, Susanna, and Elin Johansson. "Blod, svett, tårar… och Word of Mouth? : Att arbeta aktivt med Word of Mouth." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20721.

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Det blir allt svårare för företag att särskilja sig på marknaden. Traditionell marknadsföring är inte längre lika effektiv som förr, och idag finns flera olika strategier för att sticka ut i bruset. Kring varumärken och produkter skapas ofta ett rykte, som ibland antingen kan vara positivt eller negativt. Ibland har detta rykte uppkommit utan påverkan ifrån företaget, men det finns även strategier för att skapa och påverka sitt eget rykte. Ett positivt rykte kan leda till ökad försäljning och vinst. Syftet med denna studie är att undersöka hur företag kan arbeta aktivt med denna typ av ryktess

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4

Danda, Gabriel. "Word of mouth habits : the effect of past behaviour on positive electronic word of mouth." Diss., University of Pretoria, 2017. http://hdl.handle.net/2263/64837.

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The ubiquity of the internet and online social platforms has led to social media addiction where people spend significant amounts of time spend creating and consuming content online. Therefore there was need to investigate whether these habitual behaviours of online content creation relate to communications about products and services such as word of mouth. The purpose of this study was to examine whether past word of mouth behaviour can predict future behaviour and whether it can become habitual. An online survey was administered to online users for them to report on how frequently the

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BussieÌ€re, Dave. "Understanding the language of word-of-mouth : a hermeneutic study of Internet-based word-of-mouth." Thesis, University of the West of England, Bristol, 2005. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.438794.

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Word-of-mouth is a frequently mentioned construct in marketing research. Prior research has included numerous product categories, international settings and both consumer and business environments. Unfortunately, this understanding of word-of-mouth is largely based on positivistic, quantitative research. Previous research has generally used retrospective surveys ("Think of time when you asked for advice.... "). While this positivistic research adds to the general understanding of the transactional mechanics of word-of-mouth, it ignores information that can provide valuable insight. This is fur

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Abujatum, Dueñas Paula, Cruz Macarena Fernández, Sánchez María José Lillo, and Dechent María Paz Navarrete. "Word of mouth en las redes sociales." Tesis, Universidad de Chile, 2011. http://www.repositorio.uchile.cl/handle/2250/108077.

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Seminario para Optar al Título de Ingeniero Comercial, Mención Administración<br>En el presente trabajo se analizan los diferentes factores que influyen al momento de confiar en aquellos comentarios que se realizan a través de las Redes Sociales; entre estos factores se encuentran: el Prestigio de la Plataforma, la Consistencia entre Comentarios y la Consistencia entre Comentarios y Compras Anteriores, así como también los Líderes de Opinión y la Frecuencia de visitas a la Plataforma. Para obtener conclusiones certeras se realizó un análisis cuantitativo a través de encuestas realizadas a dis

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7

Chen, Zhu. "Social considerations in online word of mouth." Diss., Georgia Institute of Technology, 2014. http://hdl.handle.net/1853/52270.

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Word of mouth (WOM) – or information shared among consumers themselves – has long been regarded as one of the most influential information sources for consumers (Brown and Reingen 1987). Unlike offline word of mouth, which typically occurs among people who know each other, online word of mouth typically occurs among strangers who do not know, and are unlikely to ever know, one other. While it is reasonable to assume that social concerns, such as maintaining relationships, are likely to influence people’s offline word of mouth behavior among familiar others, it is unclear whether social c

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Englund, Niclas, and Oskar Hilario. "Kraften hos Word-of-Mouth : En studie om SATS användning av Word-of-Mouth marknadsföring. Kan det stärka ett varumärke?" Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-24507.

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The purpose of this research is to examine how a ogranization can create Word-of-Mouth and how they can use this type of marketing to make their brand stronger.<br>Med denna studie har vi till syfte att undersöka hur ett företag skapar, främjar och använder Word-of-Mouth i sin marknadsföring och om detta kan bidra till att stärka ett varumärke. Undersökningen kommer även att ha till syfte att besvara hur denna typ av marknadsföring uppfattas ur både ett företags- och medlemsperspektiv.

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9

Wester, Emma. "Negativ word of mouth : olika WOM-källors inflytande på köpbeslutet." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-11129.

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Word-of-mouth har länge varit ett intressant och viktigt fenomen inom marknadsföringen. Med introduktionen av Internet och den växande populariteten av sociala medier, så har word-of-mouth förändrats och är nu tillgänglig för många fler konsumenter online och världen över. Word-of-mouth som sker över Internet har fått namnet elektronisk word-of-mouth (förkortat eWOM). Denna studie har undersökt skillnader i inflytandet av olika word-of-mouth-källor, specifikt traditionell muntlig WOM och eWOM. Detta för att se om det finns några skillnader i hur konsumenter söker och tar del av WOM-information

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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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Zhang, Xiaoyu S. M. Massachusetts Institute of Technology. "Modeling spread of word of mouth on Twitter." Thesis, Massachusetts Institute of Technology, 2015. http://hdl.handle.net/1721.1/99571.

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Thesis: S.M. in Transportation, Massachusetts Institute of Technology, Department of Civil and Environmental Engineering, 2015.<br>Cataloged from PDF version of thesis.<br>Includes bibliographical references (pages 59-63).<br>Twitter is a popular word-of-mouth microblogging and online social networking service. Our study investigates the diffusion pattern of the number of mentions, or the number of times a topic is mentioned on Twitter, in order to provide a better understanding of its social impacts, including how it may be used in marketing and public relations. After an extensive literature

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Smurra, Giada <1982&gt. "Note sulla diffusione dell'informazione tramite Word-of-Mouth." Master's Degree Thesis, Università Ca' Foscari Venezia, 2013. http://hdl.handle.net/10579/2315.

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La multimedialità e l’interattività sono fondamentali nello scambio di informazioni e si dimostrano la chiave di successo del processo di “passaparola”: uno dei mezzi di comunicazione quotidiana più utilizzato. Tale processo consiste nella capacità degli individui di scambiarsi direttamente informazioni, con approcci differenti e in ambiti diversi. Un esempio può essere l’organizzazione di un flash mob o semplicemente la scelta di acquisto di un dispositivo hi-tech. Il fisico francese S. Galam, fondatore della Sociofisica, ha studiato la diffusione di opinioni all’interno di gruppi di individu

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Ibramovska, Canan, and Kamila Weremko. "The World of Word-of-Mouth (WOM) – The Factors Influencing WOM Communication." Thesis, Kristianstad University College, School of Health and Society, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-4730.

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<p>In this study we try to answer the questions regarding factors that may have influence on Word-of-Mouth (WOM) referrals within the service industry. Aim of this paper is to explore relevant literature in search for factors that may influence WOM communication, create a model of factors that will be tested during the research and finally to gather both the theoretical and empirical data in the new model that describes observed factors. The dissertation is built on an exploratory research and deductive approach to reach insight and better understanding for the phenomenon. Furthermore, we used

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Gündüz, Stefan Christoffer, and Assane Moukhsine Ndiaye. "Har eWOM en påverkan på din semester? : En kvalitativ studie om hur negativa recensioner influerar konsumentens köpbeslutsprocess vid bokning av hotellboende online." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-450938.

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I samband med den växande teknologiska utvecklingen har spridningen av internetbaserade recensioner, även kallat electronic-word-of-mouth (eWOM), fått en allt större betydelse för konsumenterna inför ett köpbeslut. Turismbranschen är ett exempel på en bransch där allt fler människor använder online recensioner vid val av hotell online. Syftet med denna studie var att undersöka hur den negativa spridningen av eWOM påverkar köpbeslutsprocessen hos svenska konsumenter vid onlinebokning av hotell. Studien baserades på teorier som belyser följande ämnen; köpbeslutsprocessen, trovärdighet och eWOM.

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Book, Jonathan, Jesper Lindahl, and Emanuel Nergård. "Antecedents of positive word-of-mouth on social media." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19111.

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Word-of-mouth is positive or negative communication between customers. Word-of-mouth has been recognized as an effectiveand credible marketing source but stillrecognizedas the least understood marketing strategy. The, for companies actuable, elements of quality, interaction and service recovery are argued to influence satisfaction and word-of-mouthin general while their effect onword-of-mouth onsocial mediais not known. Facebook is the biggest social media today and itfacilitates communicationbetween users. The messages are spread among friends and thus perceived by the receiver as trustworth

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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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Harvey, Clare Frances. "The development of a computerised word-of-mouth emulator." Thesis, University of Sunderland, 1994. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.240492.

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Åsén, Emil. "Effekten av elektronisk Word of Mouth inom ett onlineforum." Thesis, Högskolan Dalarna, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:du-27909.

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Denna studies syfte är att beskriva hur elektronisk Word of Mouth i ett onlineforum påverkar besökares köpval. Tidigare studier har fokuserat på att identifiera potentiella faktorer som kan ha en påverkan på köpval inom onlineforum. Men det har ej undersökts hur besökare av onlineforum uppfattar effekten på köpval. Därmed fanns det en kunskapslucka för denna studie att undersöka. För att ta reda på detta gjordes en enkät tillgänglig för besökare av ett onlineforum. Onlineforumet som valdes heter Swedroid och är inriktade på elektronikprodukter. Den information om produkter som existerar på onl

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Rennison, Robyn. "What you say? Word of mouth within social media." Diss., University of Pretoria, 2011. http://hdl.handle.net/2263/25221.

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This paper extends the understanding of the word of mouth (WOM) concept and its new role within social media and thereafter analysing the impact that electronic WOM (eWOM) has on marketing campaigns. Quantitative descriptive research was employed, using the tweets that were part of the Vodacom Twitter network. This data was used to analyse the differences of activity and sentiment within the tweets. The collection of tweets were then measured against a proxy, Vodacom’s rebranding campaign. The researcher was able to identify the impact of the rebranding campaign on consumers through the change

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Ötting, Martin. "Ripple effect how empowered involvement drives word of mouth." Wiesbaden Gabler, 2009. http://d-nb.info/995886296/04.

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Bergmann, Bruno Storchi. "Antecedents of e-loyalty and electronic word-of-mouth." reponame:Repositório Institucional do FGV, 2015. http://hdl.handle.net/10438/13742.

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Submitted by Bruno Storchi Bergmann (famequiano@gmail.com) on 2015-06-01T20:58:20Z No. of bitstreams: 1 Dissertacao_BBergmann_310515.pdf: 1659176 bytes, checksum: 168075ddcddff80ae413327f3271cb72 (MD5)<br>Approved for entry into archive by Ana Luiza Holme (ana.holme@fgv.br) on 2015-06-02T12:58:58Z (GMT) No. of bitstreams: 1 Dissertacao_BBergmann_310515.pdf: 1659176 bytes, checksum: 168075ddcddff80ae413327f3271cb72 (MD5)<br>Made available in DSpace on 2015-06-02T17:25:43Z (GMT). No. of bitstreams: 1 Dissertacao_BBergmann_310515.pdf: 1659176 bytes, checksum: 168075ddcddff80ae413327f3271cb72

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Sheehan, Benjamin T. "Customer service chatbots: Anthropomorphism, adoption and word of mouth." Thesis, Queensland University of Technology, 2018. https://eprints.qut.edu.au/121188/1/Benjamin_Sheehan_Thesis.pdf.

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Chatbots can be configured to provide customer service. This thesis submits two quantitative studies to support the idea that a chatbot's perceived humanness is important to consumers. Preliminary results suggest that the anthropomorphism of a chatbot leads to increases in adoption and recommendation intent. Furthermore, the source of the anthropomorphic perceptions appears linked to a chatbot's use of specific linguistic stratagems which can be manipulated by practitioners and researchers.

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Khosropour, Nina, and Duaa Adawi. "Företags hantering av negtiv elektronisk Word of Mouth : (för högengagemangsprodukter)." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-41104.

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Word of mouth is one of the most effective marketing techniques and have been for a long time. Studies have shown a difference in the effect of positive and negative electronic Word of mouth on consumers, the negative electronic Word of mouth have a greater impact on consumers. If companies don’t manage the negative WOM in the right way, they can lose market shares. Therefore, the aim of this study is to gain a deeper understanding on how companies manage the negative eWOM. To answer the issue qualitative interviews were made with five brands from the high involvement industry. An analysis was

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Seriani, Natalin, and Souleiman Maria. "Har recensioner en betydelsefull roll inför potentiella konsumenters köpbeslut? : En kvalitativ studie om hur konsumenter uppfattar recensioner vid köp av kläder via e-handel." Thesis, Södertörns högskola, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-31921.

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Voyer, Peter A. "Word-of-mouth processes within a services purchase decision context." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 1999. http://www.collectionscanada.ca/obj/s4/f2/dsk1/tape7/PQDD_0007/MQ46280.pdf.

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Huang, Chao-Hung, and 黃詔宏. "The Role of Personality Between Electronic Word-of-Mouth and Word-of-Mouth Intention." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/v2apq8.

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碩士<br>國立臺北科技大學<br>商業自動化與管理研究所<br>99<br>With the development of the Internet, customers have more channel to spread WOM information, the valence and Emotional cues of the WOM always play the critical role of affecting consumer attitude and behavior in the process of spreading WOM. Reviewing previous study of WOM, most of studies focus on the effect of WOM, but overlooked the intention when consumers spreading it. Also, previous study of WOM spreader, most of studies focus on the personality of opinion leadership and market maven, but overlooked the personality of other peoples who spread WOM. T

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Chien, Hao-Ting, and 簡豪廷. "Negative Word of Mouth Ineffectiveness." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/25950743941186290934.

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碩士<br>國立臺灣科技大學<br>企業管理系<br>100<br>Word of mouth is interpersonal communication among consumers about products and services, that is one of the most influential source of information, negative word of mouth is particularly important for businesses and consumers. Past research provides important insights into the impact of negative word of mouth, however, the negative word of mouth does not completely affect the consumer's purchase decision. In many cases, negative word of mouth can not get the desired attention and past research concerned less in this part. We explore the ineffectiveness f

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TSENG, YU-FEN, and 曾郁棻. "The Effects of Electronic Word of Mouth toward Health Seeking Behavior and Word of Mouth Behavior." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/5j769a.

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碩士<br>世新大學<br>公共關係暨廣告學研究所(含碩專班)<br>105<br>The purpose of this study is to explore the effect of messages on health seeking behavior and word-of-mouth (WOM) behavior after consumers receive the electronic word-of-mouth (eWOM) messages. Using the questionnaire survey collected a total of 300 valid samples. The results show that the message characteristics have a significant positive impact on the health seeking behavior and WOM behavior. The higher the degree of message characteristics, the higher the degree to which message receiver will generate health seeking behavior and WOM behavior. And th

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Chang, Shu-Huei, and 張淑慧. "The Influence of Traditional Word-of-Mouth and Online Word-of-Mouth on Consumer purchase decisions." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/00593635608297068188.

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Chen, Yu-Jen, and 陳楀壬. "Word-of-Mouth on Repurchase Intention." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/j2d8q2.

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碩士<br>義守大學<br>管理碩博士班<br>105<br>As the standard of living, consumer demand for living more and more high, for interior design and beauty is also very seriously, to promote the rapid development of the interior design industry. How the interior design industry to provide good quality of service and get a good reputation and a high degree of customer satisfaction, and have the desire to buy again, is worthy of attention to the issue. This study focuses on the PZB service quality model proposed by Parasuraman et al. (1988) as the theoretical basis to explore the impact of the quality of interior d

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Tsai, I.-Ting, and 蔡依庭. "Courese-Related Word-of-Mouth Sending." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/19771565472404636185.

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碩士<br>國立臺灣科技大學<br>企業管理系<br>99<br>In the institutions of higher education, course-selecting behavior is one of the the most frequently occurred during the decision-making activities of the schools. Students would discuss course-related information with others in order to select courses successfully. In a variety of sources about course information, word-of-mouth is considered to be the most frequently used source for students, and has the most significant impact on students. Although word-of-mouth is so important, few studies focused on the topic-“how students send course-related word-of-mouth”

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Huang, Chien-Chih, and 黃建智. "Analysis of Online Word-of-Mouth." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/297zmu.

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碩士<br>國立臺東大學<br>社會科教育學系碩士班<br>98<br>The fast and convenient Internet platform provides consumers with a place to express their thoughts on products, and to interact with each other. More and more consumers search for usage opinions of other users on the Internet as a reference for their own purchases, thus the importance of online word-of-mouth has increased. This study selected masks from well-known brands to explore consumers

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Liu, Yiyu, and 劉依瑜. "The Impact of Word-of Mouth Credibility on Customer Word-of-Mouth Behavior from Relationship Quality Perspective." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/03307105419003707712.

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碩士<br>國立彰化師範大學<br>企業管理學系<br>100<br>In recent years, relationship marketing has drawn a lot of attention from enterprises. The relationship quality is also the main tool to practice relationship marketing. A good relationship quality between enterprises and customers will reduce the uncertainty and improve the customers’ satisfaction, trust and commitment. Loyal customers will create positive word-of-mouth and persistent behavior to improve performance. With the increasingly Internet development , consumers are more and more willing to trust the WOM from other. The WOM credibility will change

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周建福. "Word-of-Mouth Effect from New Products User and Word-of —Mouth Research-Take Singapore Gare For Example." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/88875925181304519026.

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碩士<br>國立臺灣科技大學<br>管理研究所<br>92<br>When new products enter the mature market, the Word-of-Mouth plays an important role. Prior to this research, there’s still no relevant research for customers’ behavior and Word-of Mouth sell regarding car care products. Therefore, this research takes the sales situation of Glare products in Singapore for example and makes research in Word-of-Mouth effect and communication aspect to understand consumers’ behavior for new products. This research collects the results from questionnaire completed by those consumers whose cars have been cared by Glare products and

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Wu, Tsung-Yu, and 吳宗諭. "Using Emotions as Mediator to Explore The Effects of Word-of-Mouth Characteristic on Word-of-Mouth Response." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/npceeb.

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碩士<br>國立臺北科技大學<br>商業自動化與管理研究所<br>98<br>The boom of the Internet, making word-of-mouth presented in a diversity way on the network, the study thinks outside the box of positive negative and quantitative characteristics of word-of-mouth, using the aspect of Sweeney, Soutar and Mazzarol（2008）put forward the message of vividness, the message of the storytelling, and the massage of visual cue, to explore the reaction after receiving word-of-mouth, at the same time, put the emotional as an mediator, and further explore the mediator effect in the characteristic of online word-of-mouth and word-of mou

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Chen, Shu-Min, and 陳蜀敏. "Rhetorical analysis of (on-line) word-of-mouth writing：The case of word-of-mouth articles on baby products." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/16582994845240104938.

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碩士<br>世新大學<br>傳播管理學研究所(含碩專班)<br>101<br>Disseminating messages through “word-of-mouth” on the Internet is regarded an important tool for marketing. These messages are usually presented in a concealed and non-noticeable fashion. It is not easy to discover their true nature. This study is a case analysis of the word-of-mouth communication operated by Brand A to promote its baby products. A narrative analysis, as introduced in rhetorical studies, of selected word-of-mouth messages was conducted to look into the implied narrative strategies and their effectiveness. The case cannot be general

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Tseng, Yu-ling, and 曾毓羚. "The effects of Online Word of Mouth, the behavior in Online Word of Mouth on Satisfaction,and Loyalty." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/69980439558379663927.

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碩士<br>中國文化大學<br>國際企業管理研究所<br>97<br>Electronic word of mouth (eWOM) communication is getting serious attention from marketing managers in the marketing. Consumers are becoming more comfortable with providing and receiving information online and doing so more frequently. In re-cent years it has become more common to see consumers seeking advice on chatrooms, discussion forums, instant messaging, personal E-mail and posted reviews, reflecting the importance of eWOM in the marketing. As a result, eWOM is becoming a major marketing tool for many goods and services in the marketing. The research dat

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Fen, Huang Ya, and 黃雅芬. "Word-of-Mouth Effect on Consumers'' Behavior." Thesis, 2000. http://ndltd.ncl.edu.tw/handle/77329313604177682076.

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Lin, Fang-yu, and 林芳羽. "Motives for Word-of-Mouth Seeking: Revisited." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/6bfu76.

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碩士<br>國立臺灣科技大學<br>企業管理系<br>99<br>While word of mouth marketing develops faster in recent years, consumers seek word-of mouth messages not only by face to face but also by the internet network. For the motives of seeking word-of-mouth messages, the evolution of social network type maybe makes some change. Because consumers sought information hard in the past time and had less chance to ask word-of-mouth message, now the marketing type becomes different, it must lead to more seeking motives. In this study, we would investigate an exploratory study about why consumers seek word-of-mouth message a

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PRIY, BODHI, and 菩提. "Role of Word-of-Mouth in Counterfeiting." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/43852899980859720629.

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碩士<br>國立臺灣科技大學<br>管理學院MBA<br>98<br>Counterfeiting is a significant and growing problem in both growing and well developed countries. The studies show that counterfeit products did not use any media advertisement still products can be sold in large quantities. Although role of WOM has been studied for many years for brand or well known products, limited attention has been given to explore the role of WOM in counterfeiting. We surveyed Indian and Taiwanese customers and found following role of WOM in counterfeiting. (1) WOM has significant role in locating counterfeit products, (2) WOM cannot co

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Chen, I.-an, and 陳怡安. "Basic Word of Mouth Concepts: Literature Review." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/44204161933009497774.

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碩士<br>國立臺灣科技大學<br>企業管理系<br>97<br>In recent years, there are more and more literature review papers about word of mouth published. However, those literature review papers are usually about specific topics, for example, negative word of mouth or online word of mouth. Researchers can review important literatures about specific topic quickly by reading them. But these kinds of papers are not able to help research see the complete picture of WOM field. Based on the gap, we review the most important literatures about WOM during the past fifty years by content anaylzing and generalizing some basic co

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Fernandes, José Guilherme Coelho. "Playing the online word-of-mouth system." Master's thesis, 2017. http://hdl.handle.net/10362/26849.

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The video game market is one of the most important in the entertainment industry and is intrinsically tied to the online world. This work project evaluates the causal relationship between online user reviews of video games and their number of owners, via a kernel propensity score matching difference-in-differences regression. It concludes that no causal relationship can be established because the average treatment effect is statistically non-significant. Robustness checks are conducted, changing the time period analysed and the definition of the treatment variable, and the results remain uncha

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Tai, Chiu-chun, and 戴秋君. "The study of Word-of-Mouth marketing." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/f7dzkz.

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碩士<br>國立中山大學<br>高階經營碩士班<br>96<br>It grows rapidly the global men ’s skin care market in developed country. There are 1 billion market size which represent s 40% to 60 % growth in the men’s skin care market in Taiwan since year of 2005 . It also motivates the Word-of -Mouth market ing when the commercial advertisement has been skipped by end consumers times and times again . There are all kinds of updated word-of-mouth marketing develop ed such as: @WOM, Viral marketing, Blog marketing. It is a case to leverage the word -of-mouth marketing in brand building for a pure Men’s skin care brand . Th

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Liao, Chun-Wei, and 廖俊偉. "Contribution to word of mouth research and Knowledge dissemination of word of mouth research: Citation analysis and social network analysis." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/46537349862911985046.

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博士<br>國立臺灣科技大學<br>管理研究所<br>97<br>The academic contributions of research mainly include two aspects: one is knowledge creation and the other is knowledge dissemination (Parasuraman 2003). The purposes of research papers are to provide new knowledge and contribute to academia or real life cases.The field of word-of-mouth research has developed over the last 40 years, and many studies have been conducted. In the past 10 years, the number of related studies has increased considerably, and topics have been diverse. Although the early research provides considerable understanding of word of mouth, th

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Chou, Meng-Ting, and 周孟葶. "A study of negative electronic word-of-mouth, member-initiated word-of-mouth responses and brand attitude in virtual community." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/99yg9q.

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碩士<br>國立臺灣大學<br>國際企業學研究所<br>106<br>The development of internet has changed the way consumers seek brand-related information. Nowadays consumers turn to digital arena for electronic word-of-mouth (eWOM) to adverse risk and uncertainty. Meanwhile, more consumers tend to share negative comments of brands in virtual communities. The negative electronic word-of-mouth (NeWOM) thus poses new threats for brands. Even though few studies attempted to tap this issue by proposing service recovery and webcare responses as recommendations for brands, the research focus is restricted to marketer-initiated re

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Levy, Kristen. "Consumer Decision Making and Word of Mouth Communication." Thesis, 2012. http://hdl.handle.net/10012/7026.

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Word of mouth (WOM) communication has been a form of additional information for consumers wishing to make a purchase decision where there was uncertainty, lack of knowledge or just a general desire for more information. The increased access and use of social media as well as anonymous opportunities for consumers to provide their reviews on products or services is changing how WOM is used and sought. There is little research on the impact and use of WOM with respect to consumer decision making in a recreation and leisure context. Much research has been focussed on retail experiences and more ta

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Sırma, Eda. "Word-of-mouth marketing from a global perspective." Master's thesis, 2009. http://hdl.handle.net/10071/2506.

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Demand for word-of-mouth marketing is in increase. With the emergence of new consumer, traditional marketing can no longer influence the consumer purchase decisions. This creates a gap between the new role of the consumer and the existing marketing strategies. In an increasingly competitive marketplace and abundance of choice, customers no longer trust the messages they are sent by traditional marketing channels. As a result, word-of-mouth marketing gained importance. Based on recommendations between two or more consumers related to a product or service, wordof- mouth is regarded as the

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CHEN, YA-WEN, and 陳雅雯. "A Multi-criteria for Commercial Word-of-Mouth." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/78164276531892374415.

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碩士<br>中國文化大學<br>國際企業管理學系<br>105<br>A Multi -criteria for Commercial Word-of-Mouth Student: Ya-Wen Chen Advisor:Prof. Yu-Hsiang Lin C h i n e s e C u l t u r e U n i v e r s i t y ABSTRACT In recent years, the Internet word-of-mouth (electronic word-of-mouth, eWOM) has become the most effective marketing tools, many companies began to manipulate the commercial word-of-mouth. However, due to network anonymity, making it difficult to distinguish between commercial word-of-mouth and general word-of-mouth. In the past, genre theory and quasi-statistical was used to explore the commercial word-of-mo

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Lo, Yu-Chun, and 羅于竣. "Negative Emotion and Negative Word of Mouth Communication." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/78517520567330478969.

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碩士<br>國立臺北大學<br>資訊管理研究所<br>100<br>This research explores the negative emotion communication and post-consumption behavior of negative word of mouth after service failure, and the influence of on-lookers’ emotional contagion personality trait. Four empirical studies were conducted to examine the relationship between emotions, intentions, emotional contagion personality traits and ramifications of negative WOM communications. Study 1 used the content analysis to analyze the 51 practical online WOM articles and 781 ramifications of WOM to recognize negative word of mouth including negative emoti

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Chih-WeiWang and 王志瑋. "Mining Digital Word of Mouth for Product Recommendation." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/05119747715859461758.

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碩士<br>國立成功大學<br>資訊管理研究所<br>100<br>With the advent of internet, many users usually search the product specification and reviews as the reference before buying by internet. Unfortunately, there exists a lot of spam information that users cannot find the key information in a short time. Therefore, some researchers have proposed a variety of recommendation methods to solve this problem, such as Feature-based, Collaborative filtering-based, Content-based, Demographic-based, Knowledge-based, Trust-based, etc. However, the most of methods still cannot fulfill the user need of product features quality

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