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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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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.
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.
Den metod och det material som har använts är en enkät som har delats ut och besvarats av gäster på ett hotell vilket är beläget i Eskilstuna.
Resultatet av undersökningen visar att de flesta av de personer som deltog var positiva till ”word of mouth”.
Slutsatsen av denna undersökning är att ”word of mouth” påverkar kunder som bor, eller ska bo, på ett hotell. Men även blivande kunder påverkas, i och med att de får rekommendationer av andra. Därför kan det vara klokt av hotell som vill ha fler kunder att satsa på ”word of mouth” marknadsföring.
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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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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 ryktesspridning, det vill säga Word of Mouth. Vi vill även undersöka om Word of Mouth behöver kompletteras med andra marknadsföringsstrategier, eller om den ensam är tillräcklig.Tidigare forskning har framför allt behandlat vad som påverkar konsumenter att sprida ett rykte. Buzz Marketing, som kan definieras som ett aktivt arbete med Word of Mouth, är ett område som fortfarande är relativt outforskat. Desto mindre forskning har gjorts med konfektionsbranschen som undersökningsområde. Därav ligger det i vårt intresse att studera denna del av marknaden. Inom den berörda teorin nämns vikten av att arbeta med ryktesspridning, både genom att generera positiv Word of Mouth, samt förhindra negativ Word of Mouth. Det finns olika strategier företag kan använda sig av för att bidra till positiv ryktesspridning, där den enklaste formen är att be nöjda kunder föra ryktet vidare till sin omgivning. Andra former som kräver mer aktivitet från företagets sida är att tillverka tilläggsprodukter, anordna fester samt olika typer av marknadsföringsprojekt.Till vår undersökning har vi genomfört intervjuer med utvalda företag inom konfektions- och skobranschen. Dessa är Dr Denim Jeansmakers, The Stray Boys, Ljung, Tailor Store och SCDG AB. Empirin behandlar hur dessa företag aktivt arbetar med Word of Mouth och hur de ser på denna typ av ryktesspridning. De intervjuade företagen berättar om de tror att Word of Mouth är en god marknadsföringsstrategi, eller om den är otillräcklig.Det finns flera sätt att se på Word of Mouth och att arbeta med ryktesspridning. De intervjuade företagen arbetar förhållandevis lite med denna marknadsföringsstrategi och endast ett fåtal kan ge konkreta exempel på metoder de använder sig av. Dock visar både teori och empiri på vikten av att arbeta med ryktesspridning och att minska negativt Word of Mouth. Flera av de intervjuade företagen bevisar att enbart arbeta med Word of Mouth räcker som marknadsföring, dock är detta tydligt kopplat till företagets vision, målgrupp och storlek. Huruvida effekten av Word of Mouth går att mäta eller ej råder det delade meningar om. Vissa hävdar att det går att förlita sig på trafik på websidor och ökad försäljning, andra hävdar att detta är otillräckligt då effekten inte isoleras. Ett konkret mätinstrument existerar inte.It has become more difficult for companies to differentiate themselves on the market. Traditional marketing is no longer as effective as before, and today there are several different strategies companies can use to stand out. Reputations often occur about brands and products. This reputation can be either positive or negative. Sometimes, this reputation occurs without influence from the company, but there are several strategies for companies to use to create and shape its reputation. A positive reputation can lead to increased sales and profits. The purpose of this study is to examine how companies can actively pursue this kind of rumor-mongering - Word of Mouth. We also want to study if Word of Mouth needs to be supplemented with other marketing strategies or whether it is sufficient by itself.Previous research has mainly dealt with reasons why consumers spread rumors. Buzz Marketing, which can be defined as actively working with Word of Mouth, is an area in marketing that still is relatively unexplored. Even less research has been done with the clothing industry as a study area. Hence, it is in our interest to study this share of the market. The importance of working with the rumor mill is mentioned frequently in the theory, both by generating positive word of mouth, and how to prevent negative Word of Mouth. There are various strategies that companies can use to contribute to spreading of a positive reputation; the easiest way is to ask satisfied customers to spread the reputation about the brand to their surroundings. Other forms that require more activity by the company is to offer additional products, organizing parties and various types of marketing projects.In our study, we conducted interviews with selected companies in the apparel and footwear industry. These are Dr Denim Jeansmakers, The Stray Boys, Ljung, Tailor Store and SCDG AB. The empirical material deals with how these companies are actively working with Word of Mouth and what their perception of this kind of rumor mill is. The companies interviewed also gave their version of Word of Mouth and if they feel that it is a good marketing strategy, or if it is insufficient.There are several ways to look at Word of Mouth and work with the rumor mill. The companies we interviewed do not work with this type of marketing strategy in a large extent, and only a few can provide concrete examples of methods they use. However, both our theoretical and empirical work shows the importance of working with the rumor mill and reducing negative Word of Mouth. Several of the interviewed companies proves that only working with Word of Mouth can be sufficient, however, this is clearly linked to the company's vision, target market and size. There are different opinions about whether the effect of Word of Mouth can be measured or not. Some argue that it is possible to rely on traffic for websites and increased sales; others argue that this is not enough because the effect is not isolated. A concrete measurement tool does not exist.Program: Textilekonomutbildningen
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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
they posted their restaurant experiences and their perceptions of how much they do this
automatically. By grouping the respondents into three frequency groups (low, medium,
high), the results showed that past word of mouth behaviour predicted future behaviour
but only through attitudes towards word of mouth. The results also demonstrated that
indeed, positive electronic word of mouth can become habitual, particularly due to people
expressing their self-concept as they publicly display their product consumptions.
This study concludes by providing recommendations for managers and directs future
research on how consumer habits can be leveraged in word of mouth communications.Mini Dissertation (MBA)--University of Pretoria, 2017.
pa2018
Gordon Institute of Business Science (GIBS)
MBA
Unrestricted
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Bussière, 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 further complicated by the fact that a third of all academic WOM journal articles fail to formally define the term. Through the hermeneutic analysis of 127 actual word-of-mouth conversations found on the internet, this dissertation expands the understanding of word-of-mouth. While there is general support for previous word-of-mouth findings, there is a significant extension of understanding. This research has found evidence of the impact of anger, confusion and humour on WOM conversations -- anger, impatience, humour and sarcasm. Finally, there is evidence of WOM as more than a transaction, as a social process. This is an area of research that has not been discussed in previous WOM research. Of particular note is the fact that WOM conversations include multiple participants. These participants interact. As such, the flow of information is more complex than previously understood. WOM respondents influence other advice givers as well as the original advice giver. This influence includes current and previous interactions between the WOM participants. A dynamic model of WOM is proposed.
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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 AdministraciónEn 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 distintas personas; y en base a estos resultados se logró dar respuesta a cuáles eran los factores más relevantes al momento de confiar en los comentarios del tipo eWOM. Este trabajo permitirá finalmente a las organizaciones entender cómo las campañas realizadas a través de Internet y principalmente a través de las Redes Sociales pueden tener una mayor acogida por el público; como también para mejorar el entendimiento del boca oído en las Redes Sociales tema de gran relevancia hoy en día.
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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 concerns dictate people’s online word of mouth
behavior. In my dissertation, I look at how social considerations – thoughts about other people – affect people’s online word of mouth behavior. In the second
chapter of my dissertation, I examine how people’s choice of word of mouth topic online is influenced by social considerations. Specifically, I find that while
people enjoy talking about controversial topics because the topics are intrinsically interesting, people often times avoid these topics because they fear social
rejection by their conversation partner. In chapter three, I examine how reviewers’ desire to appear logical (vs. imaginative) during word of mouth transmission
affects their memory for the experience. I find that attempting to be logical negatively affects reviewer’s memory and this is due to the logic mindset activating
verbal instead of perceptual processes during subsequent recall. In other words, impression management goals (e.g., to present oneself as a rational person) during
word of mouth communication may be detrimental for people’s memory . Chapter four examines how consumer evaluations of reviews are driven by consumer beliefs about
why reviews are written. I find that, in general, consumers tend to discount positive reviews because they think positive reviews are written for reviewer-specific
reason such a self-enhancement or signaling expertise. When temporal contiguity cues – words and phrases indicating that the review was written immediately after the
consumption experience – are present, however, people tend to give more credence to positive reviews because these cues make consumers think that the product
experience, rather than reviewer-specific goals, precipitated the writing of the review. Taken together, my dissertation shows that social considerations affect both
the transmission of word of mouth and the reception of online word of mouth. More generally, my dissertation showcases how thoughts about others (e.g., will others
be offended?) influence consumer behavior even in situations where present and future social interactions are unlikely to occur.
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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.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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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 recent years has enabled electronic word-of-mouth (eWOM), which is frequently carried out and has proven to be another effective marketing tool. Due to the fundamental role that marketing plays within a business and the frequent use of electronic word-of-mouth as a marketing tool it is important that business owners and marketers are aware of the factors influencing the effectiveness of it. This study explores eWOM from a marketing perspective, through investigating the factors that contribute towards the effectiveness of eWOM as a marketing tool. Therefore the primary objective of the study was to investigate the factors influencing effective eWOM marketing. A quantitative research approach was followed to empirically test the hypotheses and determine whether relationships exist between the four independent variables (factors influencing eWOM) and the dependent variable (effective eWOM marketing). A self-administered, five-point Likert-scale style structured questionnaire was used to obtain the data. The sample for this study comprised of 360 consumer respondents within the Nelson Mandela Metropole. An exploratory factor analysis extracted four valid constructs namely feedback, trustworthiness, social status and networking as the factors influencing effective eWOM marketing. Cronbach’s alphas confirmed the reliability of all extracted constructs. Most correlation results indicated moderate associations between the variables. However, effective eWOM marketing proved to have a strong correlation with social status. The results of the multiple regressions for the factors influencing effective eWOM marketing identified three statistically significant relationships between feedback, social status, networking and effective eWOM marketing. MANOVAS confirmed eleven statistically significant relationships of which only three were of practical significance. Practical significant relationships exist between ethnic affiliation, current position, years working experience and social status. In addition to identifying the three specific factors influencing effective eWOM marketing, namely online feedback, the need to obtain social status and the desire to engage in online networking, this study has made several contributions, specifically to eWOM marketing. This study has recommended specific online marketing strategies to increase effective eWOM for online feedback, for individuals to obtain social status and to engage in online networking. The hypothesised model developed from the study, illustrating the three factors that influence effective eWOM marketing for South African consumers, can now be used by other researchers in other countries as a framework for further testing or for businesses/marketing organisations to obtain information on the attributes to pay attention to increase the effectiveness of their eWOM marketing. The role that demographics such as ethnic affiliation, position in the business and years working experience play in satisfying the need of individuals to obtain social status in an online setting via eWOM marketing, were also confirmed. Furthermore, this study has provided practical advice to businesses/marketing organisations on how to utilise this knowledge to their advantage when wishing to stimulate eWOM conversations about their products and services. The findings of the research will also assist businesses/marketing organisations to initiate eWOM engagement and communicate more effectively with consumers online to obtain information on how to improve on and change existing products/services or the need for new product/service offerings to retain customers, ensure continuous consumer satisfaction and increase business turnover.
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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.Cataloged from PDF version of thesis.
Includes bibliographical references (pages 59-63).
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 review on diffusion models and theories, we chose the Bass diffusion model, because it allows us to achieve a relatively good estimation for the diffusion pattern of a trending topic. Furthermore, we extend the Bass model in two ways: (1) incorporating the number of mentions from influential users on Twitter; (2) aggregating the hourly data observations into daily data observations. Both extensions significantly improve the model's ability to predict the total number of mentions and the time of highest mentions. In the future, we hope to extend the applications of our study by incorporating external data from the news and other sources, to provide more comprehensive information about what people are saying and thinking. We also hope to analyze the data in terms of demographics and user networks, to potentially predict everything from new product introduction to conversations about defective products.
by Xiaoyu Zhang.
S.M. in Transportation
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Smurra, Giada <1982>. "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 individui, attraverso un modello stocastico che prende il nome dall'ideatore. In particolare, nella tesi si studia un caso pratico relativo alla scelta di proseguire gli studi o di inserirsi nel mondo del lavoro, di un campione di alunni di scuola secondaria superiore. L’idea di questa tesi nasce dal desiderio di combinare il percorso di studi universitari con la mia esperienza lavorativa.
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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 inför köpbeslut av nya produkter eller tjänster. Denna studie har också perspektivet att endast kolla på inflytandet av negativa WOM-källor och hur dessa påverkar konsumenters köpbeslut. Studien har genomförts med hjälp utav ett elektroniskt frågeformulär som distribuerats genom Högskolan i Borås studenter samt genom Facebook. Frågeformuläret består av frågor och avsnitt gällande hur viktigt WOM är för konsumenter innan köp av en tidigare oprövad produkt eller tjänst, trovärdigheten av WOM informationen, hur WOM kan ändra ens attityd samt sannolikheten att man avstår köp på grund av negativ WOM.Resultatet från frågeformuläret visar på att traditionell muntlig WOM fortfarande anses vara den bästa WOM-källan, den som används mest och anses vara den mest trovärdiga källan för WOM och fick högst poäng i alla kategorier från frågeformuläret. eWOM från ratingsidor rankades som näst bäst medan eWOM från ens Facebookvänner ansåg vara det sämsta alternativet för eWOM i alla kategorier. Slutsatsen dras därför att negativ WOM-information influerar konsumenter på olika vis beroende på vilken WOM-källa det kommer ifrån. Traditionell muntlig WOM anses vara det bästa, även om eWOM används mycket så anses det inte vara lika trovärdigt och informativt.Word-of-mouth has been an important phenomenon in marketing for a very long time. With the introduction of the Internet and the growing popularity of social media, word-of-mouth communication has changed and is now available for consumers from all over the world with just the click of a mouse on your computer. This phenomenon has been given the name electronic word-of-mouth (eWOM). This study has examined the influence of different WOM-sources, specifically traditional oral WOM and electronic WOM to see if there are any differences in how consumers search and use different WOM-information in their purchase decision. This study has also taken an approach to only look at the influence of negative word-of-mouth from different WOM-sources and their influence. To research this an electronic questionnaire has been used and distributed to student at the University of Borås and also over Facebook. The questionnaire consists of questions regarding how important looking for WOM information before a purchase it, trustworthiness of WOM, how WOM can change your attitude to a product or service and the possibility of not going through with a purchase based on information from WOM-sources.Results from the questionnaire shows that traditional oral WOM is still considered to be the best, most used and trustworthy source of WOM as it scored highest in all categories of the questionnaire. eWOM from rating sites scored second in all categories, and eWOM from Facebook friends scored lowest in all categories. It can therefore be concluded that negative WOM-information can influence consumer purchase decision in different ways, and even though eWOM is widely used it is considered to be less informative and trustworthy than traditional oral WOM.
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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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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 semi-structured pilot interviews to collect the primary data and we chose to investigate the restaurants as the representatives of the service industry. Both the theoretical and empirical findings build upon Berlo’s (SMCR) communication model. SMCR stands for Source, Message, Channel and Receiver which are presented in correlation to each other under the process of developing, sending and receiving the message. Factors found to be important for the WOM communication are: the message, service and people. The message was found to be relevant for influencing the referrals when generating feeling of engagement and anticipation thru the company’s concept, events and other arrangements. The service was divided into three categories: employees, interior and food. The service works as a channel for the message. The channel should be unique, personal and create a value to be good carriers of the message. The people are the last factor, and they are the receivers of the message sent by the company and the source of the message to be sent further. The people that are most likely to influence referrals are the regular customers, employees, fans and hobbyists as well as people and companies connected to the restaurants in formal as well as informal relationships. Due to the limited amount of time we do not managed to investigate the efficiency of these factors. The further researches on this topic should include the consumers’ perspective. The paper can serve informative purpose to the current as well as future managers of the restaurants which want to explore the possibilities of using marketing technique that not requires large financial investments. Our research outcome is build upon the factors listed in the literature and factors that we found after analysing the empirical findings. We had to reject some of the factors but at the same time we discovered new like: event, concept, personal network and other companies that are used by the restaurants to harness the referrals.
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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. Studiens urval grundades på individer som har tidigare erfarenheter av hotellbokning online och använder online recensioner vid sin informationssökning samt är över 18 år gamla. Studien bestod av en kvalitativ undersökning där tio respondenter har intervjuats på ett semistrukturerat vis. Intervjufrågorna bestod av 35 frågeställningar som var tematiserade i fyra olika teman med sju subteman och utformade efter studiens frågeställningar samt syfte. Resultatet påvisade att majoriteten av respondenterna i undersökningen ansåg att negativa recensioner är till hjälp inför deras köpbeslut. Detta gäller vid osäkerhet eller informationsbrist gällandes hotellet. Resultatet visade även att negativ eWOM har en större påverkan på konsumenternas köpbeslut än positiv eWOM. Majoriteten av respondenterna tyckte att tvåsidig information var en viktig faktor inför deras köpbeslut, samt att recensioner skall vara detaljerade. Den uppfattade trovärdigheten ökade ifall webbplatsen var lättanvänd, allmänt känd och modern.With regards to the global technological advancements and the effects of both external and internal factors on consumers' decision-making process. Consumers utilize online platforms to convey and to perceive other’s opinions, the act falls under the category electronic word of mouth (eWOM). The aim of this study was to reach a deeper understanding of how negative electronic word of mouth (neWOM) affects consumers' buyer decision process. The study utilized theories that highlight the following areas: consumer buyer decision process, credibility, electronic word of mouth. With regards to these theories a qualitative research method was applied, and ten semi-structured interviews were carried out. The interview questions were divided into different themes, based on the previously stated theories. The results indicated that negative reviews are of value for the participants of the study prior to purchasing decisions, especially during situations of insecurity and lack of information. It also showed that neWOM has an effect on their consumer buyer decision process. Their capability to trust certain webpages were based on the popularity, design and the navigational sense of ease or difficulty of the webpage. The results also showed that negative reviews were perceived as more trustworthy by most of the participants.
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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 trustworthysince it is not of commercial nature. The reasons whyword-of-mouth are spread on social media were investigated throughFacebook. Bymappingthe antecedents of positive word-of-mouthon social mediaitis also possible to guideline relationship marketingsince satisfaction is connected to both relationship marketing and word-of-mouth. Hence, the purpose of this study wasto examinethe impact of the relationship marketing elements quality, interaction and service recovery for triggering positiveword-of-mouth on social media. 272 respondents, who historically had written positive comments about companies on Facebook, answered a questionnaire. The results showed that qualityhad the highest impact on satisfaction. The relationship marketing element qualitywas confirmed to have an impact onword-of-mouth on social media. It wasalso shown that interaction has the highest potential to be a word-of-mouth trigger on social media if the customer perceivedthat it was performed at a good or better than expected level of the elementstested. The relationship marketing element interaction can therefore be seen as a very important aspect fortriggeringword-of-mouth on social media. The relationship marketing element service recovery is supported as an important aspect for triggering word-of-mouth on social mediaas well.The better relationship marketing is performed the more satisfaction will be triggered,which in turn will lead to word-of-mouth on social media.
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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 demonstrate that the relative forecasting advantage of different information types is a function of the extent to which consumer and reviewer have similar product-level preferences ('source-receiver similarity'). Second, I investigate the process by which dispersion--the degree to which opinions are divided for a product or service--in WOM is interpreted. Using an attribution-based approach, I argue that the effect of WOM dispersion is dependent on the perceived cause of that dispersion, which is systematically related to perceptions of preference heterogeneity in a product category. For products for which preferences are expected to vary, dispersion is likely to be attributed to the reviewers rather than the product itself, and therefore tolerated. I provide evidence for my hypotheses in a series of experiments where WOM dispersion is manipulated and respondents make choices and indicate purchase intentions.
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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 onlineforumet klassificeras som elektronisk Word of Mouth. Resultaten från enkäten visar att en klar majoritet av respondenterna anser att onlineforumet innehåller relevant information om produkter, vilket kan användas för att stödja ett köpval. Dock ansåg en lägre andel att informationen i forumet har varit en avgörande faktor för köp. I analysen framkom det två möjliga anledningar till detta. Informationen som en besökare har kommit i kontakt med kan ha varit otillräcklig. Informationen kan ha varit negativ, vilket leder till besökaren ej vill köpa produkten. Slutsatsen från detta är därmed att elektronisk Word of Mouth inom ett onlineforum påverkar besökares köpval genom att de kommer i kontakt med trovärdig och relevant information, men dess effekt på köpval påverkas av informationens innehåll.The purpose of this study is to describe how electronic Word of Mouth within an online forum influence visitors purchase decision. Previous studies about electronic Word of Mouth within online forums have focused on identifying potential factors that can influence visitors purchasing decisions. But they have not investigated visitors own perception of the effect of electronic Word of Mouth. Therefore there is a knowledge gap for this study to explore. A survey was made available to visitors of an online forum. The online forum that was chosen is called Swedroid and has a focus on consumer electronics. The information about products available in the online forum is classified as electronic Word of Mouth. The results from the survey show that a clear majority of respondents believe that the online forum contains relevant product information, which can be used to support a purchase choice. However, a lower proportion of the information in the forum is considered a decisive factor in purchasing. The analysis show two possible reasons behind this. The information that repsondent have come in contact with could be insufficient for making a purchase decision. Or information may have been negative, which causes the visitor to not buy the product. The conclusion is that electronic Word of Mouth within an online forum influences visitors purchasing choices by visitors getting in contact with credible and relevant information, but its effect on purchasing choices is influenced by the content of the information.
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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 changes in the responses before, during and after the campaign. The research found that the rebranding campaign resulted in higher levels of engagement between consumers and the brand. During the rebranding process, negative sentiments were lowered, however the end result of the campaign left consumers with more negativity regarding the branding. The paper advances marketing practitioners understanding of how WOM and social media play a critical role in today’s marketing. Consumers are no longer bystanders in the marketing process and are instead turning to social media as a source of information as well as a platform to communicate their opinions and attitudes. CopyrightDissertation (MBA)--University of Pretoria, 2011.
Gordon Institute of Business Science (GIBS)
unrestricted
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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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The main objective of this thesis was to examine the effects between e-loyalty and eWOM. As a secondary objective, the significance of e-loyalty predictors established in prior literature was verified. The subject of research was focused on one type of product/service: online book purchase made in an internet retailer’s (e-tailer’s) website. Two hundred forty two online surveys were completed with respondents from the Millennial generation residing in different locations in Brazil and the United States. The analysis was conducted using PLS-SEM on a research model built based in prior empirical research. While the effects between e-loyalty and eWOM were found to be weak, a high quality eWOM environment was considered a significant predictor of e-loyalty. All predictor variables had significant values, with commitment generating the strongest effect on e-loyalty.
O objetivo principal da dissertação foi o de examinar a relação entre lealdade (e-loyalty) e o boca-a-boca (eWOM) no contexto do varejo eletrônico. Como objetivo secundário, foi feito uma verificação da significância das variáveis preditoras de e-loyalty. Essa pesquisa foi focada em um tipo de produto/serviço: compra de livros através da internet. Duzentos e quarenta e dois questionários online foram respondidos por um público representativo da geração Y (millennials), e rresidentes em diferentes localidades no Brasil e nos Estados Unidos. A análise de dados foi efetuada pela aplicação do método PLS-SEM sobre um modelo de pesquisa cuidadosamente formulado com base em resultados empíricos prévios. Enquanto que a relação entre e-loyalty e eWOM foi classificada como fraca, um ambiente de boca-a-boca online de alta qualidade representou uma variável preditora significativa para o sentimento de e-loyalty. Todas as variáveis preditoras foram classificadas como significativas nesse estudo, sendo que comprometimento tem o efeito mais forte sobre a variável e-loyalty.
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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 made with the empirical data and relevant theories. This study shows that with a strong brand and satisfied customers, companies can lower the impact of the negative eWOM.
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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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碩士國立臺北科技大學
商業自動化與管理研究所
99
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. This study delivered the on-line questionnaires through experiment design of the BBS. From the 645 respondents contacted, 410 were effective (64%). The results showed that the electronic word of mouth (valance and Emotional cues) are related to receiver’s word-of-mouth intention, and the receiver’s personality have moderating effect of the relationship between the electronic word of mouth and word-of-mouth intention. In another part，when receive WOM information the external locus of control have more word-of-mouth intention than Internal locus of control.
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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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碩士國立臺灣科技大學
企業管理系
100
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 factors of negative word of mouth in the purchase decision-making process through self-administered, as well as the critical incident technique. The results showed that five main categories of the ineffectiveness factors of negative word of mouth, there are personal factors, interpersonal factors, situational factors, message factors and psychological factors, containing a total of 17 sub-categories. Finally, the study was given some piece of recommendations as the reference for the practice of marketing strategies and follow-up research.
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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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碩士世新大學
公共關係暨廣告學研究所(含碩專班)
105
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 the importance of the sender's expertise does not have a significant impact on the health seeking behavior and WOM behavior. Therefore, the message sender does not necessarily have the knowledge, ability or medical industry experts, as long as the message sender can meet the needs of the receiver. In addition, the exploratory study found that perceived risk had a significant positive effect on the health seeking behavior and WOM behavior. The higher the degree of perceived risk, the higher the degree to which message receiver will generate health seeking behavior and WOM behavior.
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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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碩士義守大學
管理碩博士班
105
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 design service on customer reputation, customer satisfaction and repurchase intention. Through the PZB service quality SERVQUAL five dimensions (reliability, responsiveness, assurance, care and tangibility), to understand the customer for interior design service quality, customer satisfaction, customer reputation and repurchase intention. In this study, the questionnaire survey method, the network questionnaire and the entity questionnaire to collect the way, the questionnaire recovery data will be quantified questionnaire survey and the relevant statistical analysis. The results of this study show that the quality of service has a significant positive impact on customer''s reputation, customer satisfaction and repurchase intention. Second, the customer''s reputation has a significant positive impact on the intention of repurchase; Third, customer satisfaction The intention has a significant positive impact.
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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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碩士國立臺灣科技大學
企業管理系
99
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” in the past. This research held a focus group interview of 40 respondents at first to discover the general situation and motivation of sending course-related word-of-mouth. Next, use content analysis to gather statistics about the question: when do students send what course-related word-of-mouth to whom through what channels? Then generalize motivation of sending course-related word-of-mouth including altruism, social contact, to support or revenge teachers, mutually beneficial, self-enhancement, and to avoid being alone. The research conclusion not only complements the academic gap in order to increase the integrity of this topic, but also provides different issues of this article to investigate for scholars in the future. Besides, because of the changing educational environment, school authorities should pay much attention to students’ opinions about teachers and courses. By understanding how students send course-related word-of-mouth with each other, school authotities can improve the administrative system and enhance the communication between teachers and students in order to create a good teaching environment and raise students’ satisfaction to facilitate long-term business.
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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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碩士國立臺東大學
社會科教育學系碩士班
98
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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碩士國立彰化師範大學
企業管理學系
100
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 the consumers’ trust in the content of message and affect their buying behavior. Trust is a main aspect of relationship quality. In this study, the blog is chosen on the research platform. In addition to explore the impact of the WOM credibility on relationship quality and the effect of relationship quality on customer’ WOM behavior. This study also explores whether the communicator’s expertise moderates the impact of WOM credibility on the relationship quality and to examine how relationship quality mediate the effect of WOM credibility and customers’ WOM behavior. There are 489 questionnaires we collected in this study. Data are analyzed with SPSS 19.0 and AMOS 19.0 software. The results show that(1) the WOM credibility positively influences the relationship quality between customers and brand.(2)the communicator expertise has no moderated effect between the WOM credibility and relationship quality.(3) Relationship quality will enhance the customers’ positive WOM behavior. (4)There are mediating effect between the WOM credibility and customers’ WOM behavior.
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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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碩士國立臺灣科技大學
管理研究所
92
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 analyzes the data through Chi-Square Test, ANOVA, Factor Analysis, K-means, Correlation Analysis and Regression Analysis. Conclusion as below: 1. The message resource has significant effect on purchase decision: The effect of Word-of-Mouth message is bigger than the one of marketing message, that’s to say, whether consumers decide to have their cars cared by Glare products or not, the effect of getting information from their friends and relatives is bigger than from the advertisement, magazine or the car show. 2. Glare consumers in Singapore concern about 3 characters of such new product: Protection, Appearance & Warranty. Based on consumers’ concern degree to the 3 characters, this research utilizes K-means to divide these consumers into 2 groups: Regular Group & Appearance Emphasized Group. 3. The more satisfaction consumers feel, the more Word-of-Mouth communication frequency: There is positive relation between consumers’ satisfaction and Word-of-Mouth communication frequency, that’s to say, the more satisfaction consumers feel after completing car care, the more communication people make mutually, especially satisfaction to service quality has significant effect. On the other side, the Appearance Emphasized Group talk more about smooth, shine finish and general aspect than Regular Group. 4. The more satisfaction consumers feel, the more intention of Word-of-Mouth recommendation: There is positive relation between consumers’ satisfaction and Word-of-Mouth recommendation, in other words, the more satisfaction consumers feel, the more intention they recommend Glare products to others. The satisfaction to appearance smooth, service quality and professional knowledge has significant effect on recommendation intention. Hopefully this research result will be useful reference for dealers regarding sales channels application and resource distribution, and they well use the Word-of-Mouth to improve products sales.
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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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碩士國立臺北科技大學
商業自動化與管理研究所
98
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 mouth reaction. The study taking quantitative analyzing, using internet questionnaire, recovering of 273 valid questionnaires, using SPSS software for one-way manova, canonical correlation analysis, simple regression analysis, and also AMOS for model fit. The study found positive influence between word-of-mouth characteristics and purchase intention, word-of-mouth intention；and negative to weak response, and emotions as a mediator between characteristics of word-of-mouth and word-of-mouth response.
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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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碩士世新大學
傳播管理學研究所(含碩專班)
101
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 generalized to all types of word-of-mouth communication. However, it is hoped that the conclusions drawn from this study can lay a foundation for practitioners of marketing communication to explore alternatives in word-of-mouth communication and stimulate thinking for future research. Overall, this study has identified word-of-mouth writing as a distinct form of marking communication.
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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.
Full textAbstract:
碩士中國文化大學
國際企業管理研究所
97
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 data is collected by questionnaires and on-line questionnaires, which completed by customers who had experience using bulletin board system (BBS). After deducting the invalid questionnaires, 307completed questionnaires were returned, total response rate is 89.77％. The data analysis adapted descriptive statistics, reliability analysis, correlation analysis and path analysis to verify the hypotheses that were pre-sented in this study. The results illustrated that online opinion leadership is positively related to online forwarding and online chatting. And on the other hand the sense, online opinion seek-ing is positively related to online forwarding. Online Word of Mouth behavior is posi-tively related to satisfaction. Satisfaction is positively related to loyalty.
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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.
Full text
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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.
Full textAbstract:
碩士國立臺灣科技大學
企業管理系
99
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 and classify the motives. It mentioned many types of motives for seeking word-of-mouth in the academic, but rarely studies classified the motives as functional motives and non-functional motives, and included by product-attributes comparison.This study is divided into four themes. First, we would list the types of motives for word-of-mouth seeking, and deeply discuss the meaning of every motive. Second, we would divide the motives for seeking word-of-mouth into functional and non-functional. Then, with a different view of product attributes and motivations, we would analysis the corresponding relationship to each other. By seeking information process, consumers would get what they want. Final, in seeking word-of-mouth behavior, whether we could be summarized as two categories or not. One is information-oriented behavior; the other is interactive-oriented behavior. According to the research result, we would suggest that the marketing planner could make use of various seeking motives and operate the word-of-moth behavior to improve product popularity.
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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.
Full textAbstract:
碩士國立臺灣科技大學
管理學院MBA
98
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 considered as best purchasing driver, (3) referral marketing does work and people share their opinion among strong tie, (4) the impact of PWOM is generally greater than NWOM, and (5) most consumer share opinion that it is unethical to purchase counterfeit products. The author then discusses the implications of this research and offers recommendations for marketers of brand products.
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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.
Full textAbstract:
碩士國立臺灣科技大學
企業管理系
97
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 concepts and issues of WOM from literatures. We except researcher know the complete development of WOM by reading our research paper. There are four chapters in the research paper: The first is “development of WOM research”. We retrace WOM studies for capturing the important changes in the process of WOM development by reviewing 102 papers. The second is “aspects of WOM definition”. We discuss the definition of WOM how transformed during past fourty years. The third is “level of WOM behavior”. We discuss the framwork in society about WOM spreading from network relationship viewpoint. Last is “exploration study of WOM typology”. We propose several classification in WOM characters. Key word: word of mouth, literature review, typology, network relationship, history
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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.
Full textAbstract:
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 unchanged. Policy implications for video game companies are discussed, incentivising better brand power management.
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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.
Full textAbstract:
碩士國立中山大學
高階經營碩士班
96
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 . This study is to explore the key successful factors for appling the Word-Of-Mouth marketing within a new market, especialy for an independent men’s skin care brand. There are interview s for brand-owner and on-line –retailer, and questionary for consumers in this project. The first finding is that men ’s skin care concept is more acceptable than before . It becomes more popular to purchase the products by men’s their own. Further more, men start to try the suncare and anti -oil products in the ir daily regimen. However, female is still playing the key roll in decision making for her boy friend or families. We also found, the female rarely know n the difference between men’s and women’s skin care regimen. Even she might be an expertise in her own skin care needs. As a result, we should provide the free sample with “You must know information” to the key person, SHE, then influent her boy friend and families. It is how we differentiate the independent men’s skin care brand. The second finding is most of the heavy internet users are the followers; they are not interested in the men’s skin care information. Therefore, it is hardly to trigger off the tipping point if we target the male as early adaptor via @WOM. In another words, we can not exect a big boom if the @WOM didn’t reach women. In summary, the word-of-mouth marketing for men’s skin care brand, first thing is to create the truly words via the early users, the men who already experienced the oil-control product and/or suncare products. The secondary is to broadcast the words from early users thru @WOM, PR exposures, free samples to reach women as sneezers. The last, to roll out a new topic ensure the on going spreading for brands every 12 weeks.
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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.
Full textAbstract:
博士國立臺灣科技大學
管理研究所
97
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, the studies are rather diverse and, while rich in detail, provide no clear overall picture. We might understand if a particular variable has influenced willingness to engage in word-of-mouth communication, however, for the following broader issues, we had no answers. For example, what are the word-of-mouth issues that have been studied? What research is being publishing in the word-of-mouth field? What are the institutions and who are the individuals contributing to this field? What is the research trend in word of mouth in recent years? Acquiring the above knowledge can bring more complete insight for researchers and scholars with respect to this field. This research integrated the methods of citation analysis and social network analysis to explore the citation of word-of-mouth papers before 2005 and further validated knowledge dissemination of word-of-mouth studies. The result of research reveals the three papers by Richins (1983), Brown and Reingen (1987) and Herr, Kardes and Kim (1991) were in more centralized positions in the citation network. These were the core papers in the word-of-mouth field and play critical roles in knowledge. These research findings allow researchers to access studies related to the word-of-mouth field from the past 40 years, and dissemination of word-of-mouth knowledge that helps researchers' control over future research directions and the overall knowledge contribution of the word-of-mouth field. This concrete contribution of research is as follows: 1. This research evaluates the contribution of individual researchers and institutions in the word-of-mouth field before 2005. 2. This research analyses the citation of the word-of-mouth article. The result of research reveals the three papers by Richins (1983), Brown and Reingen (1987) and Herr, Kardes and Kim (1991) were the core papers in the word-of-mouth field and play critical roles in knowledge. 3. The research proposed a word-of-mouth research map showing a domain visualization of the whole word-of-mouth research field. These results are expected to help researchers to identify future research directions. 4. By reviewing the related literatures of word of mouth, this research conducted a theoretical framework of word of mouth. The core theories of the word of mouth could be seen from the framework. The managerial value of this framework was to provide the full view of managerial points of word of mouth. In addition, the theoretical framework of word of mouth constructed by this research could also fill in the gaps of word of mouth in the literature. It also has theoretical implications. 5. This research pointed out the research development route of word-of-mouth studies in the past 40 years according to the mutual citation of word-of-mouth papers. From a broad perspective, we can still discover the major directions of the word-of-mouth field that functioned as the reference for study and benefit researchers' control of future research directions. 6. This research use citation analysis to explore the citation of word-of-mouth papers. We found this significant for the development and growth of word-of-mouth studies, as it means that knowledge in the word-of-mouth field has been applied generally by other fields, and more knowledge has been created. The result also clearly indicates that word-of-mouth knowledge has been diffused to other fields. 7. This research used social network analysis to explore the overall structure of the mutual citation of word-of-mouth papers. According to the paper citation network graph, we recognize the domain visualization of mutual citation of academics in the word-of-mouth field and can visually indicate the core papers in the word-of-mouth field. However, from a broader perspective, it still has value for researchers.
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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.
Full textAbstract:
碩士國立臺灣大學
國際企業學研究所
106
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 response tactics, which neglects the potential influence of responses initiated by community members and the virtual community traits. Therefore, this study focuses on NeWOM and the word-of-mouth responses taking place in virtual community, trying to explore how member-initiated word-of-mouth responses and virtual community traits influence bystanders’ brand attitude. This research utilizes in-depth interviews to investigate the issue. The results demonstrate that the anchoring, contagious and profound nature of member-initiated word-of-mouth responses can improve the negative impact of NeWOM on bystanders’ brand attitude. In addition, the virtual community traits associated with the presence of community opinion leaders, community norms and interactive patterns are effective in enhancing the effect of member-initiated word-of-mouth responses.
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Levy, Kristen. "Consumer Decision Making and Word of Mouth Communication." Thesis, 2012. http://hdl.handle.net/10012/7026.
Full textAbstract:
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 tangible outcomes. The purpose of this study was to explore the process consumers undertake to seek out, listen and engage in WOM communication when making service purchase decisions. This study took place in a municipality in York Region that offered swimming lessons to the public. Participants were chosen using convenience sampling methodology. 500 surveys were distributed with 301 returned surveys completed to some degree. Study participants were recruited from observers watching a swim class offered by a municipal recreation provider. The survey instrument asked participants to describe themselves in terms of their experience level with municipal recreation programs. It also included three scales relating to susceptibility to influence, self confidence and need for cognition. Participants were exposed to one of five scenarios – one control message contained no treatment information and four scenarios with treatment messages relating to self-confidence and perceived risk. Treatment group members received information suggesting either high and low levels of perceived risk with purchase and high and low levels of self-confidence with knowledge (regarding the purchase decision). Respondents in this study possessed a very high level of self confidence in their program selections; they knew where to find the information and also how to explore program options. Overall this seemed a very well informed and confident group. Results suggest that susceptibility to influence (t = 5.889, p = .000) and self confidence (t = -2.174, p = .037) influenced their search for WOM communication. Need for cognition did not influence the likelihood they would seek WOM communication (t = -1.098, p = .280). Together all three variables explained 50% of the variance (adjusted R2 = .505) in the dependent variable (likelihood they would seek out WOM to make the purchase). These results indicate that participants were more likely to seek WOM when they were susceptible to influence and when their self confidence levels were low. Results also suggest that consumers were open to on line sources of word of mouth communication. More than that, study participants were generally willing to trust online reviews from people who were not necessarily known to them. As a result, online reviews could greatly influence the program registration numbers. A key question for future research could focus on the role shared experience plays in the evolution of trust between strangers. Many of these respondents would trust the advice of others simply because they reported having shared experience. How far does this trust go? How much risk must be present before they hesitate to take advice from unknown individuals? What are the characteristics or traits that consumers look for when assessing the validity of the reviews. Word of mouth seems a very pervasive and resilient concept. This may be particularly important in situations characterized by risk. Additional research could further explore the concept of word of finger and its influence on the traditional concept of WOM communication.
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Sırma, Eda. "Word-of-mouth marketing from a global perspective." Master's thesis, 2009. http://hdl.handle.net/10071/2506.
Full textAbstract:
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 most credible source of information and the most powerful
tool to influence consumer purchase decision. Today, more and more companies have
begun to include word-of-mouth in their marketing mix. For the majority, word-ofmouth
is known but not yet fully understood.
The purpose of this thesis is to provide an in-dept analysis of word-of-mouth,
deciphering its components and its impact on consumer decision, and demonstrate how
involving consumers in marketing campaigns can add value to companies with
examples from all around the world, namely the United States, Germany, Turkey, South
Africa and Australia.A procura do marketing boca-a-boca está a aumentar. Com a emergência do novo consumidor, o marketing tradicional não pode continuar a influenciar as decisões de compra do consumidor. Tal cria uma divisão entre o novo papel do consumidor e as estratégias de marketing actuais. Num mercado cada vez mais competitivo e com escolhas abundantes, os consumidores deixaram de confiar nas mensagens que lhes são enviadas pelos canais de marketing tradicionais. Como resultado, o marketing boca-aboca tem ganho importância. Baseado nas recomendações, entre dois ou mais consumidores, relativamente a um produto ou serviço, o marketing boca-a-boca é reconhecido como a fonte mais credível de informação e a ferramenta mais poderosa para influenciar as decisões de compra do consumidor. Actualmente, cada vez mais empresas decidiram incluir o marketing boca-a-boca no seu marketing mix. Contudo, a maioria, conhece o marketing boca-a-boca mas não o compreende na sua totalidade. O objectivo desta tese é fornecer uma análise detalhada do marketing boca-aboca, estudando os seus componentes e o seu impacto nas decisões de compra do consumidor e analisando como o envolvimento dos consumidores nas campanhas de marketing pode adicionar valor às empresas, com exemplos de todo o mundo, incluindo Estados Unidos, Alemanha, Turquia, África do Sul e Austrália.
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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.
Full textAbstract:
碩士中國文化大學
國際企業管理學系
105
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-mouth, the current judgment on the commercial word-of-mouth of the literature is still very scarce. Therefore, this study explores the code of commercial word-of-mouth through the theoretical perspectives of genre theory, quasi-statistical function and information richness. Later, for consumers and commercial word-of-mouth writers in-depth interviews, summed up the characteristics of commercial word-of-mouth. Finally, through the questionnaire survey, to verify the genre theory, quasi-statistical functions and information-richness can indeed build commercial word-of-mouth standards, and even the commercial word-of-mouth, will still be to enhance consumer trust, purchase intention. Key Words: commercial word-of-mouth, trust, purchase intention.
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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.
Full textAbstract:
碩士國立臺北大學
資訊管理研究所
100
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 emotions and kinds of ramifications of WOM. Study 2 asked for 182 online respondents to recall the service failures that encountered in the restaurant recently, and used PLS to test the relationship between negative emotion and intention to spread online WOM. Study 3 recruited 198 participants and a questionnaire was developed to simulate a service failure scenario, and there were four ramifications of WOM about the response to unsatisfied consumers’ experience. After participants reading the service failure scenario, they were assigned the ramifications of WOM response randomly and we examined the change in emotion to investigate the influence of ramifications of WOM to the emotion and post-consumption behavior. Study 4 focused on the effect of negative WOM to on-lookers’ emotion. And we investigated whether on-lookers’ emotional contagion personality trait have impact on the negative emotion after on-lookers reading negative WOM. This study used PLS to analysis the relationship among personality trait, negative emotion, intention to spread and purchase intention, and we found emotional contagion personality trait would affect the negative emotional intensity which people received. The results of four empirical studies revealed that if you get more anger or regret after service failure, the more intention to spread you have which exits positive relationship. However, people are affected by negative emotion easily that with emotional contagion personality trait, moreover, they will promote to spread negative WOM and decrease purchase intention. Besides, experiential response of negative WOM makes unsatisfied consumers’ negative emotion such as anger and regret lower, whereas emotional response of negative WOM can relieve anger emotion.
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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.
Full textAbstract:
碩士國立成功大學
資訊管理研究所
100
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 and reliability simultaneously. So this study proposed trust-based fuzzy TOPSIS method to improve this problem. To reach our target, our method includes of fuzzy MADM, opinion mining, and social trust scores. This study also hopes our proposed method could provide researcher with some idea to extend.