Tesi: "Word-of-mouth advertising"

1

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

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Marketing serves to satisfy customer needs and wants while building strong customer relationships in an effort to gain value from customers in return. On understanding that customer satisfaction is needed for a business to survive and grow, the important role marketing plays within a business is emphasised as it contributes to overall business performance. Building relationships also emphasises the importance of communication within marketing. Traditional person-to-person word-of-mouth communication has always played a role in marketing a product or service. The evolution of technology over 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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2

Gustafsson, Maria, e Johanna Grönvall. "”Advertising Nouveau” : en studie om okonventionell marknadsföring". Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18112.

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Företag inom modebranschen står i dag inför en ökande konkurrenssituation. På grund av globaliseringen och interaktionen mellan kunder över internet, är konsumenterna idag mer medvetna än tidigare. Den största faktorn bakom den nya medvetenheten är den generation av unga människor som växt upp i en digitaliserad värld, benämnd som Generation Y. Företag får kämpa för att få konsumenternas uppmärksamhet och situationen beskrivs som ett marknadsföringskrig. Många marknadsförare misslyckas med att nå fram till konsumenterna med traditionella marknadsföringsverktyg som; reklam, PR, direktmarknadsföring och personlig försäljning. För att få uppmärksamhet av kunderna, undkomma det pågående mediebruset och differentiera sig på marknaden, tvingas företag att bli mer kreativa och aggressiva i sin marknadsföring. Vissa av de här kreativa aktiviteterna är kända som okonventionell marknadsföring. Ämnet är brett, men några av de viktigaste aspekterna är gerilla, viral och stealth marknadsföring. Gerilla marknadsföring är allmänt känt som okonventionella sätt att få företagens ord ut på gatorna. I gerilla marknadsföring ses allt som en reklambakgrund. Viral marknadsföring är känt som onlineversionen av word-of-mouth marknadsföring. Sociala medier som Facebook och bloggar, gör att informationsutbytet mellan användare går snabbt. Stealth marknadsföring är ett sätt att marknadsföra där avsändaren är okänd för kunderna. Vi ställer oss frågande till om det verkligen är så enkelt för ett företag att, med hjälp av okonventionell marknadsföring, skapa uppmärksamhet hos konsumenter. Det har lett oss in på vår frågeställning, som är att undersöka vad okonventionell marknadsföring har för påverkan, samt vilka attityder och beteenden metoden kan generera hos Generation Y. Vi har även valt att studera hur svenska moderelaterade företag på bästa vis kan använda sig av okonventionella marknadsföringsmetoder. Vi kom fram till följande resultat: Konsumenter uppfattar den här typen av marknadsföring som mer påtaglig och interagerande, jämförelsevis med traditionella medier. Faktorer som påverkar effekten av metoderna är konsumentens tidigare upplevelser och referenser. Då konsumenten från början hade en positiv eller en negativ attityd gentemot företaget, förstärktes attityden efter en okonventionell kampanj. Det var särskilt tydligt när det handlade om stealth marknadsföring. Viral marknadsföring kan vara mer lämplig för Generation Y, jämförelsevis med andra generationer, eftersom de generellt sett har mer internetvana. Okonventionell marknadsföring skapar starkare attityder och ger upphov till mer word-of-mouth, jämfört med traditionell marknadsföring. Det finns dock en risk att okonventionell marknadsföring inte leder till ett positivt köpbeteende hos konsumenten. Därför bör okonventionella kampanjer kompletteras med en mer säljdriven marknadskanal. Det innefattar dock inte modebloggar, eftersom att den kanalen räknas som mer säljfokuserad. Undersökningen visar att modereklamen ofta betraktas som traditionell och ointressant. Företagen kan då använda de här typerna av marknadsföringsmetoder för att differentiera sig från sina konkurrenter. Två faktorer är av stor betydelse i genomförandet av dessa strategier; kunskap om sin målgrupp och att ha en samstämmande image och kommunikation. Då ett företags kommunikation inte överensstämmer med hur konsumenten förväntar sig, kan det skada företaget. Vi kom även till slutsatsen att just gerilla är särskilt lämpligt för att sprida kunskap om nya eller små företag. Det är även lättare för små och trendiga företag att implementera de här metoderna, då det ofta förväntas av deras målgrupp att deras marknadskommunikation skall vara innovativ.

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3

Andersson, Andrew, e Kristoffer Nilsson. "Lagom kontroversiellt eller kränkande? : En kvantitativ studie om kontroversiell reklam och konsumenter". Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-74338.

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Detta arbete inspirerades av att ha observerat reklamkampanjer som fått väldigt stor spridning till följd av att de uppmärksammats pga. att konsumenter har ogillat eller gillat budskapet i kampanjen vilket gett upphov till diskussioner muntligen eller online. Denna undersökning syftar till att undersöka hur faktorer som kön och ålder kan påverka konsumenters intryck av kontroversiell reklam och hur kontroversiell reklam kan påverka konsumenternas attityd till varumärken som använt sig av kontroversiell reklam. Studien undersöker även sannolikheten att konsumenter sprider positiv eller negativ word of mouth/elektronisk word of mouth om ett varumärke som använt sig av kontroversiell reklam. Undersökningen genomfördes med en enkät med standardiserade svar där den insamlade datan sedan analyserades med Chi2 test, bivariat korrelationsanalys samt multipel regressionsanalys. I undersökningen kunde respondenterna ta ställning till fem positiva och fem negativa adjektiv, kopplade till en reklambild. Analysen indikerade att kvinnor var både mer negativa och mindre positiva till kontroversiell reklam, åtminstone för de utföranden som testades i studien, därtill visade studien att äldre var mindre positiva till kontroversiell reklam. Slutligen indikerade studien att konsumenters attityd till ett varumärke påverkas i enlighet med dess intryck av reklamen, dvs. att om dess intryck var negativt kommer de sprida ett negativt omdöme. Detta samband gällde även för word of mouth.
This study was inspired from observing ads that stirredup controversy and thereby got a lot of attention from consumers.The purpose of this study was to investigate how factors like gender and age may affectconsumers impression of controversial advertisements, but also to investigate how controversial advertisements may affect consumers attitudes towards brands that have used advertisements that were deemed as controversial. Lastly,the study investigates the probability that consumers will spread word of mouth/electronicword of mouth about the brands. The study was conducted through a survey with standardized answers and the data was analyzed with a Chi2 test, bivariate correlation analysis,and multiple regression analysis. The analysis indicated that women were more negative and less positive towards controversial advertisement than men were, atleastwithin the categories that were tested in the study. Furthermore, the study indicated that consumers attitudes towards a brand will be affected in the same way as the consumers impression of the controversial ad. Finally, results indicated that the probability for WOM is also affected in the same way as the consumers impression of the controversial advertisement.

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4

Heselius, Tobias, e Harrison Felix Gross. "Kommentera och sprid. : En kvalitativ studie i reklamproducenters syn på viral reklam i Sverige". Thesis, Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-20480.

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The purpose of this study has been to examine a few Swedish advertisment producers opinions on the subject of viral advertising and especially the ethical aspects of hidden viral advertising. The specified purpose of this paper is to: To clarify the underlying reasons for the use of viral advertising. To clarify the advertising producers ethical views on hidden viral advertising. The essay is based on a qualitive research metod of an abductive nature where the empirical data is derived from interviews with three advertisment producers. Through a stratified selection method we contacted agencies that in one way or another uses digital solutions as an advertisment method. All interviews were conducted via the digital chat room Skype, one of the interviews were conducted with both picture and sound and the other two with audio-only. The following points are the essential conclusions of our study: Hidden viral advertising is seen as a rare promotional method in Sweden today, however, the viral-spread effect is more commonly used. The economic factors together with the spreading capacity of the viral advertising is contributing to one of the biggest reasons behind the use of viral advertising. In addition to these, viral advertising is seen as an effective way to stand out from traditional advertising. Viral advertising where the sender is hidden or unclear is always seen as unethical. It is not seen as unethical to spread advertisements through social media as long as the sender is apparent. To produce viral advertising with the intent of generating effective spread is seen as ethically acceptable as long as the sender is apparent. The openness of the Internet creates an opportunity for the consumer to criticice questionable advertising unimpeded, this means that hidden viral advertisment is not seen as a sustainable approach in the long run.

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5

Van, Loggerenberg Marthinus. "Word-of-mouth marketing to emerging black middle class women in South Africa". Thesis, Stellenbosch : University of Stellenbosch, 2009. http://hdl.handle.net/10019.1/982.

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Thesis (MBA (Business Management))--University of Stellenbosch, 2009.
ENGLISH ABSTRACT: Word-of-mouth is fluid and happening everywhere. Networks are invisible and sensitive to organisational behaviour. The post-modern consumer is sceptical of advertising messages. Friends' advice is trusted more. People love to be entertained and for a story to travel it needs to be sticky i.e. have simplicity, credibility and value. The product or message must be relevant and appropriate to their lives. Influencers exist in every product category and marketers could utilise them authentically to infiltrate network hubs. However, a contagious product is needed from a trusted, loved company with a solid reputation first before any buzz or referrals could commence. Communication between the company and the subject ought to be ongoing and personal. Companies must not just aim to please, but exceed expectations in an innovative way to gain attention. A clear differentiation from competitors stated in an unconventional and memorable way is a potent combination to make an impact and be remembered. Although the black middle class presents itself as an ever-growing goldmine, this buoyant part of the South African market is still underplayed and sometimes ignored by marketers. They are indeed different from the white middle class due to their frame of reference and the context of their background and should be approached differently in a marketing sense when truly gaining insight into their attitudes, values and belief systems. Coming from a tripartheid background, black middle class women are gaining economic and influential ground by the day. Word-of-mouth is an integral part of their life and network culture, especially standing with one foot in a Western world and another in their traditional African roots and culture, thus trusted advice from relevant sources is now more needed than ever. Understanding her dreams, being able to catch the fleeting moments which provide her motivation and collaborating with her is imperative for marketers to understand if their product or brand wants to be taken with her on her success journey. As she embraces technology more and gains access to the virtual world, creating and upholding digital interaction with her becomes increasingly important. In trying economic times, conspicuous consumption by the black middle class consumer is being put on the backburner, yet it would still remain a priority for this segment of the market for years to come as the quest towards self-actualisation is ongoing. Brands must be educated to follow up on their word-of-mouth campaigns, and provide support and appreciation to their pool of network influencers. Although measuring word-of-mouth is difficult it could be measured by objectives like sales-targets, with online activity being much easier to measure. In trying economic times an insightful and impactful word-of-mouth campaign could have a much greater return on investment than utilising the same old traditional media approaches. Media planning should commence from the customer‘s point of view and not from the company‘s point of view. By doing this the customer is treated like a true stakeholder of the company. When doing media planning, historic ways of making target market contact should be ignored and planning should be done on a completely clean slate thus to enable media planners and marketers to think innovatively. By incorporating these healthy media planning practices the door is opened for a possible word-of-mouth initiative to commence and thus a competitive advantage could be gained. The purpose of this literature study, which includes expert interviews, is to explore current word-of-mouth literature and tools available in light of globalisation enabling virtual communities and overlaying this with psychographical models available in South Africa, particularly focusing on the black middle class woman‘s evolvement sustaining cultural roots and traditional networks yet opening up to a changing media environment. The research question for this study thus is: How can brands and organisations utilise word-of-mouth marketing to reach and resonate with the modern emerging black middle class woman in South Africa today?
AFRIKAANSE OPSOMMING: Word-of-mouth is vloeiend en vind orals om ons plaas. Netwerke van mense is onsigbaar en sensitief vir die gedrag van enige onderneming. Die postmoderne verbruiker staan skepties teenoor advertensieboodskappe. Vriende se advies is meer betroubaar. Mense hou daarvan om vermaak te word en vir ŉ storie om te versprei is ŉ tipe volhoubaarheid nodig, dus die storie moet eenvoudig wees en kredietwaardigheid hê. Die produk of boodskap moet op hul lewens van toepassing wees en aldus relevansie hê. Die kategorie waarin elke produk geplaas word, huisves invloedryke verbruikers en sodoende kan bemarkers op 'n natuurlike wyse bestaande netwerke binnedring. ŉ Onderneming met ŉ eerbare reputasie wat geliefd en betroubaar is moet ŉ opwindende of opspraakwekkende produk kan lewer alvorens enige gonsing of reaksie in die mark kan geskied. Kommunikasie tussen die onderneming en die invloedryke persoon in eersgenoemde se teikenmarknetwerk moet deurgaans op persoonlike vlak geskied. Ondernemings moet poog om nie net aan hul verbruikers se verwagtinge te voldoen nie, maar om dit te oortref op 'n innoverende manier wat die aandag trek. ŉ Duidelike onderskeid tussen mededingers moet op ŉ onkonvensionele en indrukwekkende wyse plaasvind om sodoende ŉ volhoubare indruk te maak. Alhoewel die swart middelklas ŉ vinnig-groeiende goudmyn is, word hierdie uiters winsgewende sektor van die Suid-Afrikaanse mark steeds onderskat en somtyds deur bemarkers geïgnoreer. Die swart middelklas is immers verskillend van die wit middelklas as gevolg van hulle verwysingsraamwerk en agtergrond en moet dus anders in ŉ bemarkingskonteks benader word. Te meer gesien in die lig van hul opvattinge, waardes en geloofsoortuigings. Swart middelklas vroue, komende van ŉ drie-dubbele apartheids-agtergrond, styg in rasse skrede op ekonomiese vlak uit en raak veral invloedryk op vele gebiede. Hoorsê of oorvertellings is ŉ integrale deel van hulle lewens- en netwerkkultuur, veral as in ag geneem word dat sy met een voet in die Westerste kultuur en die ander gewortel in haar tradisionele Afrika kultuur staan. Daarom is vertrouenswaardige advies van relevante bronne nou meer nodig as ooit. Indien bemarkers daarin wil slaag dat sy hul produk of handelsmerk steeds bly gebruik soos sy meer suksesvol raak, moet hulle haar drome en die vlietende oomblikke wat haar motiveer verstaan en ook met haar bande smee. Soos sy meer vertroud raak met tegnologie en toegang verkry tot die virtuele wêreld, sal die skepping en behoud van digitale interaksie met haar al hoe belangriker word. Alhoewel duidelik waarneembare handelsmerkverbruik deur die swart middelklas tydens moeilike ekonomiese tye verflou of afplat, sal dit tog vir diesulkes nog jare 'n prioriteit bly soos wat hul konstante strewe na selfaktualisering daagliks aanhou groei. Handelsmerke moet daarna streef om gedurende word-of-mouth bemarkingsveldtogte sake konstant te bly opvolg. Hulle moet ook hul waardering toon aan diegene wat die grootste invloed het op ander in hul geïdentifiseerde netwerke van verbruikers en hulle aldus ondersteuning bied. Alhoewel die meting van word-of-mouth bemarking moeilik is, kan meting wel plaasvind deur doelwitte soos beoogde verkoopsyfers daar te stel. Aanlyn aktiwiteite is aansienlik makliker om te meet. Ondernemings kan heel moontlik ŉ groter verdienste-teenoor-investeringsmarge verkry, die resessie in ag genome, deur eerder indrukwekkende word-of-mouth veldtogte, geskoei op goeie markinsig te gebruik, as om terug te val op dieselfde ou tradisionele mediabenaderings. Die doel van hierdie literatuurstudie, wat ook onderhoude met kenners insluit, is om huidige word-of-mouth tegnieke en beskikbare literatuur te ontplooi teen ŉ agtergrond van globalisering wat skepping van virtuele gemeenskappe tot gevolg het. Hierdie inligting word dan gekorreleer met verskeie psigografiese modelle van die Suid-Afrikaanse swart middelklas mark. Hierdie studie fokus ook noukeurig op die vooruitgang van die swart middelklas vrou. Alhoewel sy nog haar tradisionele sosiale netwerke en kultuurgrondslag behou, stel sy haarself tog oop vir ŉ vinnig veranderende media-omgewing. Die navorsingsvraag van hierdie studie is dus: Hoe kan handelsmerke en ondernemings “word-of-mouth” bemarking gebruik om die ontluikende, moderne swart middelklasvrou in Suid-Afrika effektief te bereik en by haar aanklank te vind?

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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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Qu, Lianzhuang, e 曲连壮. "Design of electronic word-of-mouth systems pays : effects of layout of online product review webpages on consumer purchase behavior". Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2015. http://hdl.handle.net/10722/208578.

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To make informed buying decisions, online consumers increasingly turn to online product review systems, or electronic word-of-mouth systems (EWOMSs). Previous studies suggest that EWOMS designs can determine consumer behavior. Even some tiny changes, such as background color or picture, can greatly affect consumers’ buying behavior. Hence, it is critical to investigate how designs of EWOMS influence online consumers’ buying behavior. This research develops a theoretical model of the effects of EWOMS designs on consumer purchase behavior. We conducted a study using experiments to test and validate the proposed theoretical model. Our findings indicate that online purchase behavior within EWOMSs can be enhanced by three conditions. First, perceived value should be enhanced by a design that ensures that the first review encountered by consumers is positive. Second, confidence in judgment about value should be increased by displaying the most helpful reviews first. Last, consumers’ emotional states should be enhanced by using a design that facilitates the processing of reviews. Such a design could further positively impact consumers’ confidence. This research not only enhances our understanding of the effects of EWOMS designs but it also contributes to consumer behavior research by studying the effects of confidence in judgment about value. In addition, this research makes important contributions to ecommerce companies, online consumers, and policy makers.
published_or_final_version
Business
Doctoral
Doctor of Philosophy

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Ngamsiriudom, Waros. "Phantom Menace: the Effect of Narcissism on Word-of-mouth Communications". Thesis, University of North Texas, 2014. https://digital.library.unt.edu/ark:/67531/metadc699949/.

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Previous empirical research and anecdotal accounts suggest that “subclinical narcissism” or “average Joe’s narcissism” is one of the most prevalent social phenomena in many parts of the world. Research also suggests that there will be an unprecedented escalation “in average Joe narcissists” among future generations of consumers. The objective of this study is two-fold. The first objective of this study is to explore the moderating effect of the individual’s level of narcissistic personality on their word-of-mouth (WOM) communications. The second objective of this study is to explore the boundary conditions of the first objective. The data were collected from a large number of consumers through Amazon Mechanical Turk. The results support many of the hypotheses accordant with the characteristics of the subclinical narcissistic individual. Specifically, the moderating effect of an individual’s level of narcissistic personality trait on the decision to engage in different types of WOM communications varies across the tested contexts. This study is intended to respond to social scientists' recent call for studies that investigate the fundamental motives behind the individual’s propensity to engage in WOM communication as a function of individual characteristics. The results of this study provide some prescriptive guidance to help companies target appropriate consumers to increase the effectiveness of WOM communication. In addition, this study explores the effect of individual and contextual differences on consumers’ willingness to engage in different types of WOM communication.

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Hoarau, Anne-Gabrielle, Lara Gendre e Victor Ricard. "Effective or offensive advertising? : An exploratory study on negative Word-of-Mouth and consumers’ perception". Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39918.

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Background: Thanks to digitalization, the current generation Y is constantly exposed to advertising and information, blurring boundaries that can lead to a “buzz”, process more and more common online due to the possibility to publicly respond. Purpose: The aim is to understand the processes leading to a possible influence of consumer perception via negative online word-of-mouth and advertisements deemed controversial. Method: As an exploratory study, this paper conducted qualitative interviews with a group of students in which they will react to two cases of viral, controversial advertisement. Conclusion: The results show that there is indeed a relation between being exposed to negative online word-of-mouth: controversy and interpretation of the content influence the customer’s opinion.

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Monahan, Lisa. "Hate is a Strong Word: The Influence of Hate-Acknowledging Advertising on Brand Outcomes". Scholar Commons, 2017. http://scholarcommons.usf.edu/etd/6908.

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Given a lack of tactics for addressing brand hate, most managers tend to ignore brand haters, and instead dedicate their resources towards consumers who like or love their brand. Similarly, relative to the volume of research on positive brand emotions, the academic literature exploring negative brand emotions is limited. Moreover, research indicates that compared to positive brand information, negative brand information is more diagnostic, and ultimately more damaging. In contrast to such findings and practices, this dissertation proposes a strategy whereby using advertising to openly acknowledge that a brand is hated (i.e. hate-acknowledging advertising) can be advantageous for corporate polarizing brands. The findings suggest that, compared to a traditional ad (i.e., an ad which only focuses on positive brand attributes or information), a hate-acknowledging produces higher levels of brand trust through the mediating influence of ad credibility. This research also demonstrates that hate-acknowledging advertising (vs. traditional advertising) has a stronger and more favorable influence on consumer intentions to engage in positive word of mouth, and that consumer brand emotions moderate this effect. Specifically, the favorable influence of hate-acknowledging on positive word of mouth intensifies with higher levels of consumer love towards a polarizing brand.

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Bosman, Dirk Johannes. "The perceived credibility of electronic word-of-mouth communicaton on e-commerce platforms". Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/71818.

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Abstract (sommario):

Thesis (MComm)--Stellenbosch University, 2012.
ENGLISH ABSTRACT: Enterprises and more specifically, marketing departments, function in a complex global market, while trying to deliver products and services to satisfy the needs of consumers. It is estimated that by 2013, enterprises will be spending $4.75 trillion and consumers $330 billion by means of commercial transactions over the Internet, and that by 2050 most transactions – if not all transactions – will be e-commerce based (Laudon and Traver, 2010:1-7). The 24-hour access to a global network of markets has brought about two major challenges for most enterprises. Firstly, the Internet as a publishing platform has exponentially increased the creation and sharing of information, which has significantly increased consumers’ search cost; and secondly, as more electronic word-of-mouth (EWOM) is being generated online, a significant amount of power and influence over enterprises has shifted to consumers (Chen, Wu and Yoon, 2004:716-722; Tapscott and Williams, 2008:52-53). Ultimately, enterprises are challenged to harness the power of EWOM for more successful e-commerce strategies and increased market share. Given previous studies, it was possible to extend the theoretical framework of EWOM communication in the fields of Internet marketing and online consumer behaviour. The purpose of this study was to create two models that could measure, over time, the impact of EWOM review communication on an e-commerce platform, specifically with regard to review credibility and sales levels. In using a non-probability judgement sampling procedure, it emerged that EWOM reviews do indeed influence the sales levels of e-commerce platform Amazon.com, and that certain review factors (platform, text length, time and star ratings) significantly influenced the credibility of Amazon.com and Barnesandnoble.com reviews. Furthermore, it was concluded that the overall credibility of reviews increases over time as more and more online users have the ability to scrutinise it. When Amazon.com and Barnesandnoble.com’s reviews were compared to each other, the results indicated that Amazon.com had more reviews than Barnesandnoble.com, and that the reviews posted at Amazon.com had on average longer text lengths and were found to be more helpful than the reviews at Barnesandnoble.com. The study's major contribution is that it provides wide-ranging guidelines for usability and user experience design, sales and inventory forecasting, as well as benchmark statistics for marketing campaigns.
AFRIKAANSE OPSOMMING: Ondernemings, en in die besonder bemarkingsafdelings, funksioneer in ‘n komplekse globale mark, in hulle strewe om voortdurend produkte en dienste te lewer wat voldoen aan verbruikersbehoeftes. Na raming sal ondernemings teen die jaar 2013 $4.75 triljoen en verbruikers $330 biljoen spandeer aan kommersiële transaksies oor die Internet, terwyl die meeste, indien nie alle transaksies, teen die jaar 2050 gebaseer gaan wees op e-handel (Laudon en Traver, 2010:1-7). Die 24-uur toegang tot ‘n globale netwerk van markte het twee hoofuitdagings vir die meeste ondernemings tot gevolg. In die eerste plek het die Internet as uitgewersplatform die skep en verspreiding van inligting eksponensieel laat toeneem, wat verbruikers se soekkoste noemenswaardig verhoog het; en tweedens, namate elektroniese hoorsê aanlyn gegenereer word, het ‘n beduidende hoeveelheid mag en invloed van ondernemings na die verbruiker verskuif (Chen, Wu en Yoon, 2004:716-722; Tapscott en Williams, 2008:52-53). Ondernemings word dus uitgedaag om die impak van elektroniese hoorsê (electronic word-of-mouth) te ontgin om meer suksesvolle e-handelstrategieë en verhoogde winste te verkry. In die lig van vorige studies was dit moontlik om die tradisionele teoretiese raamwerk van hoorsêkommunikasie uit te brei na die veld van Internet-bemarking en verbruikersgedrag. Die doel van hierdie studie was om twee modelle te ontwikkel wat, met verloop van tyd, die impak van elektroniese hoorsêkommunikasie op ‘n e-handelplatform kon meet, met spesifieke verwysing na resensiegeloofwaardigheid en verkoopsvlakke van boeke. Deur die gebruik van ‘n nie-waarskynlikheidsoordeel steekproefprosedure, het die studie bevind dat elektroniese hoorsêresensies inderdaad ‘n invloed het op die verkoopsvlakke van elektroniese e-handelplatforms en dat sekere resensiefaktore (platform, teks, lengte, tyd en stergradering) die geloofwaardigheid van elektroniese e-handelplatforms se resensies beduidend beïnvloed het. Verder is die gevolgtrekking gemaak dat die oorhoofse geloofwaardigheid van resensies toeneem namate al hoe meer aanlynverbruikers die vermoë het om dit onder oë te kry. In ‘n vergelyking tussen die resensies van twee e-handel platforms Amazon.com en Barnesandnoble.com, is bevind dat Amazon.com meer resensies as Barnesandnoble.com het, dat die resensies op Amazon.com gemiddeld langer tekste het, en ook meer behulpsaam uit ‘n verbruikersoogpunt is as die resensies op Barnesandnoble.com. Die hoofbydrae van hierdie studie is dat dit riglyne bied aan e-handelplatforms om hul kliënte se verbruikerservaring beter te verstaan, en om sodoende beter verkope- en voorraadvooruitskattings te kan maak. Verder bied die studie ook riglyne t.o.v. doeltreffende bemarkingsveldtogte vir e-handelplatforms.

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Nusair, Khaldoon A. "A model of commitment in B-to-C travel context a structural equation modeling /". Columbus, Ohio : Ohio State University, 2007. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1180541376.

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13

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

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Abstract Word-of-mouth (WOM) personal referrals are more efficient and influential than other forms of advertising; however, there is a lack of information regarding the value of referral programs. The purpose of this qualitative case study was to explore the perceptions of business owners, staff, and customers of alternative health care organizations in a Midwestern U.S. state about efficient referral strategies, measuring the effect of those strategies, and motivations of consumers to make referrals. Maslow's hierarchy of needs theory of motivation and customer decision-making theories provided the conceptual framework. The research questions addressed how industry leaders perceived and ranked referral strategies and addressed customers' perceptions and motivations to make personal referrals. Data collection consisted of semistructured interviews with 4 business owners, 2 staff members, and 10 client participants. Data were analyzed using constant comparative analysis methods, and member checking enhanced the accuracy of the findings. Results indicated that participants viewed WOM personal referrals as the most efficient nontraditional strategy to make or receive referrals, and they perceived referrals from impartial and trustworthy sources as the most valued information. This research has implications for positive social change. Findings may be used to enhance business owners' understanding of the value of personal referrals in their marketing mix, and of the motivation for customers to make referrals. WOM personal referrals may be used as a marketing strategy to increase sales and lower costs of formal advertising, which may contribute to the growth of the business.

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Shin, Hyun Sang. "Strategic and financial implications of new product quality in high-tech industries". Diss., Restricted to subscribing institutions, 2008. http://proquest.umi.com/pqdweb?did=1679290741&sid=9&Fmt=2&clientId=1564&RQT=309&VName=PQD.

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15

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

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Researchers have noted that word-of-mouth plays a very significant role in consumer decision making, particularly in the area of professional services. However, literature pertaining to its formation in the context of the commercial education industry is limited. With Singapore poised to become the education hub of Asia, this is an important area of study and formed the focus of the current research. More specifically, the research sought answers to the role of perceived service quality, customer satisfaction and commitment in word-of-mouth formation. Unlike prior studies in this area, an additional validity test was adopted for the current research that involved an examination of the extent to which the construct measures used were free of social desirability bias. Of the various customer commitment dimensions examined, the findings showed affective commitment to have the greatest impact on word-of-mouth formation. In examining how satisfaction mediated the formation of word-of-mouth, it was found that not all service quality dimensions affected satisfaction, a result that was contrary to what was expected. Particularly, it was the process-related service quality (functional service quality) that affected satisfaction. Finally, it was found that all the construct measures used for the present study were free of social desirability bias. While the study was originally planned to be conducted in one phase, this was extended to three phases following discriminant validity issues with the original measures, with a need for alternative measures to be used. What resulted was a study that was far more comprehensive and rigorous than originally intended.

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Warnhag, Anton. "WOM awareness : A quantitative analysis of word of mouth marketing’s effects on the use of social network services". Thesis, KTH, Skolan för datavetenskap och kommunikation (CSC), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-169703.

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Marketing has become obsessed with word of mouth. Though long known to be important for consumer decisions, social media has put it into overdrive, providing the infrastructure to launch big campaigns that nonetheless enters people’s consciousness on a very personal level thanks to messages being passed along by friends. This thesis explores what social media users think about this part of their user experience, attempting to answer how widespread awareness is and how their attitude to it affects their own use. Results show that a large majority of users in Sweden are aware that their spreading the word about a product or service can be considered a form of advertising, and that it also affects their own method of sharing. However, how much they use these services is not affected. Implications for social media providers and marketers are discussed.

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WANG, Wei. "The effect of word-of-mouth on the purchase of genuine and counterfelt luxury brands : the roles of attitude functions". Digital Commons @ Lingnan University, 2011. https://commons.ln.edu.hk/mkt_etd/3.

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This research aims to investigate the effect of word-of-mouth (WOM) on the purchase of genuine and counterfeit luxury brands with a focus on the roles of attitude functions, product type, valence of WOM, and brand popularity. It consists of two experimental studies. Study 1 examines the effect of WOM on the purchase of luxury brands and attempts to investigate the mediating role of attitude functions in the relationship between WOM and purchase intentions for luxury brands, with regard to different product types and valence of WOM. Study 2 compares the effects of WOM communications with traditional advertising on the purchase of counterfeit and genuine luxury brands. It also examines the differences between popular and non-popular luxury brands. Results reveal that social-adjustive and value-expressive functions fully mediate the effect of WOM on luxury brand evaluation while partially mediate the effect of product type on luxury brand evaluation. The effect of WOM on attitude functions is more pronounced for high (vs. low) susceptibility to interpersonal influence consumers. Findings of Study 2 support the moderating role of subjective norm in the self-monitoring and counterfeit luxury brand evaluation relationship, indicating that compared to advertising, WOM is a more effective way to decrease counterfeit luxury brand consumption. Managerial implications for strategic brand management and directions for future research are discussed.

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Jamshidi, Araz, e Oliver Östensen. "Does social media advertising influence purchasing behavior via EWOM? : A survey study on millennials at LTU". Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-72322.

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Social media is a big part of a millennial's life. It is where they communicate with their friends and share experiences. Companies know this and are subsequently trying to reach consumers on social media with their advertising. However, millennials are not highly affected by advertising but care a lot about what other people think and feel about products. The millennial generation is the adult generation that is using social media the most and is also one of the biggest consumer bases in e-commerce. This means that companies need to adapt and try new ways to reach these consumers. This thesis will therefore explore and describe if advertising on social media influences millennials purchasing behavior via Electronic Word Of Mouth (EWOM) rather than having a direct effect on their purchasing behavior. The research question that will fulfill the purpose is "Does advertising on social media influence millennials purchasing behavior via EWOM?". To achieve results and answer the research question, a literature review was conducted and complemented with a self-administered, internet questionnaire. The results show that there seems to be a correlation between millennials seeing advertising on social media and starting to search for more information about the product through EWOM before making a purchasing decision

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Yin, Dezhi. "The good, the bad and the content: beyond negativity bias in online word-of-mouth". Diss., Georgia Institute of Technology, 2012. http://hdl.handle.net/1853/44824.

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My dissertation aims to contribute to a more comprehensive understanding of how consumers make sense of online word-of-mouth. Each essay in my dissertation probes beyond the effect of rating valence and explores the role of textual content. In the first essay, I explore negativity bias among online consumers evaluating peer information about potential sellers. I propose that both the likelihood of negativity bias and resistance to change after a trust violation will depend on the domain of information discussed in a review. Three experiments showed that negativity bias is more prominent for information regarding sellers' integrity than information regarding their competence. These findings suggest that the universality of negativity bias in a seller review setting has been exaggerated. In the second essay, I examine the impact of emotional arousal on the perceived helpfulness of text reviews. I propose an inverse U-shaped relationship by which the arousal conveyed in a text review will be associated by readers with lower perceived helpfulness only beyond an optimal level, and that the detrimental effect of arousal is present for negative reviews even when objective review content is controlled for. To test these hypotheses, two studies were conducted in the context of Apple's mobile application market. In Study 1, I collected actual review data from Apple's App Store, coded those reviews for arousal using text analysis tools, and examined the non-linear relationship between arousal and review helpfulness. In Study 2, I experimentally manipulated the emotional arousal of reviews at moderate to high levels while holding objective content constant. Results were largely consistent with the hypotheses. This essay reveals the necessity of considering emotional arousal when evaluating review helpfulness, and the results carry important practical implications. In the third essay, I explore effects of the emotions embedded in a seller review on its perceived helpfulness to readers. I propose that over and above the well-known negativity bias, the impact of discrete emotions in a review will vary, and that one source of this variance is perceptions of reviewers' cognitive effort. I focus on the roles of two distinct, negative emotions common to seller reviews: anxiety and anger. In Studies 1 and 2, experimental methods were utilized to identify and explain the differential impact of anxiety and anger in terms of perceived reviewer effort. In Study 3, actual seller reviews from Yahoo! Shopping websites were collected to examine the relationship between emotional review content and helpfulness ratings. These findings demonstrate the importance of discriminating between discrete emotions in online word-of-mouth, and they have important repercussions for consumers and online retailers.

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Taylor, David George. ""I Speak, Therefore I Am:" Identity and Self-Construction as Motivation to Engage in Electronic Word of Mouth". Thesis, University of North Texas, 2010. https://digital.library.unt.edu/ark:/67531/metadc31549/.

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To paraphrase an old bromide, "you are what you consume." Consumers derive their sense of self through products, brands, performances and a host of other meaning-laden materials that they consume. The marketing literature has long recognized possessions as an extension of the self-concept. Although hundreds of studies have examined the linkage between consumption and the self, surprisingly few have examined a related phenomenon - the relationship between the self-concept and word of mouth (WOM). A handful of studies have demonstrated the use of WOM to enhance the consumer's self-image, but most extant research focuses on how the act of engaging in WOM is used to build the self-concept. To date there has not been an extensive examination of the process by which WOM transfers the meaning of a product, brand, advertisement or narrative from one consumer to another as part of identity construction. This dissertation attempts to answer the following research questions: 1. Do self-concept and identity motivate consumers to engage in electronic word-of-mouth (eWOM)? 2. Is there a conceptual model to represent the effects of message characteristics, product/brand characteristics and individual personality differences on the self-enhancement value of eWOM and resulting eWOM behaviors? A conceptual model was proposed and, using an experimental research design, hypotheses were tested using structural equation modeling (SEM). The results suggest that self-concept and identity indeed motivate consumers to engage in eWOM, and a number of brand and message traits comprise eWOM's self-enhancement value. This dissertation both contributes to the theoretical understanding of eWOM and assists managers in developing marketing strategy. The use of WOM for identity construction remains an understudied area in marketing when compared to the consumption of products as self-expression. This research provides suggestions for practitioners in harnessing the potential of eWOM as a marketing strategy through message development and targeting of lucrative segments with viral campaigns.

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Lima, Vinicius Zanchet de. "Relações entre valor percebido, comprometimento, propaganda boca a boca e intenção de recompra". reponame:Repositório Institucional da UCS, 2015. https://repositorio.ucs.br/handle/11338/1052.

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Embora o construto intenção de recompra venha sendo estudado por diversos pesquisadores, existem alguns desafios sobre o conhecimento das relações entre os seus construtos determinantes ou antecedentes. Assim, para o desenvolvimento desta pesquisa, foi analisada a influência do valor percebido, do comprometimento afetivo, do comprometimento normativo e da propaganda boca a boca positiva sobre a intenção de recompra de smartphones de uma determinada marca (marca líder do mercado mundial). Para tanto, foi realizado o levantamento teórico que aborda a intenção de recompra, bem como a compreensão e análise dos construtos contemplados na pesquisa. Posteriormente, foi realizada uma pesquisa quantitativa, por meio da implementação de uma survey. A análise dos resultados foi feita através de estatísticas multivariadas, utilizando-se a técnica da Modelagem de Equações Estruturais para se observar e analisar os elementos que compõem o objeto em estudo, além da realização do teste das hipóteses levantadas. A amostra foi composta por 283 consumidores de telefones celulares smartphones. Os resultados evidenciaram que o valor percebido pelos consumidores influencia positivamente o comprometimento afetivo e o comprometimento normativo; que o valor percebido pelos consumidores não influencia positivamente a propaganda boca a boca positiva; que o comprometimento afetivo do consumidor influencia positivamente a propaganda boca a boca positiva; que o comprometimento afetivo do consumidor influencia positivamente a intenção de recompra; que o comprometimento normativo influencia positivamente a intenção de recompra; e que a propaganda boca a boca positiva influencia positivamente a intenção de recompra de um produto desta mesma marca. Portanto, este estudo fornece uma maior compreensão das relações dos construtos determinantes ou antecedentes da intenção de recompra, incluindo em um mesmo modelo teórico diferentes construtos que antes não haviam se relacionados.
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Although the construct repurchase intention are being studied by many researchers, there are some challenges on the knowledge of the relationships between the determinants constructs or antecedents. For the development of this research, was analyze the influence of perceived value, the affective commitment, normative commitment and positive word of mouth marketing about the intention of repurchasing smartphones of a particular brand (world market leader brand). For this, we carried out the theoretical research that approaches the repurchase intention, as well as the understanding and analysis of the constructs included in the research. After that, was implemented a quantitative search using a survey as method. The analysis of the results was made through multivariate statistics, using the technique of Structural Equation Modeling to observe and analyze the components of the object under study, in addition to testing the mentioned hypotheses. The sample consisted of 283 consumers of mobile phones smartphones. The results showed that the perceived value positively influences the affective commitment and normative commitment; that the perceived value by consumers not positively influences positive word of mouth; that the affective commitment positively influences the word of mouth positive; that the affective commitment positively influences the repurchase intention; that the normative commitment positively influences the repurchase intention; and that the word of mouth positive positively influences the repurchase intention a product of the same brand. Therefore, this study provides a greater understanding of the relationships of the determinants constructs or antecedents of intention to repurchase, including in the same theoretical model different constructs that previously had not related.

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Almeida, Nicolau Miguel. "Uma avaliação de comunicação de marketing na hotelaria". Doctoral thesis, Instituto Superior de Economia e Gestão, 2008. http://hdl.handle.net/10400.5/642.

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Doutoramento em Gestão
O turista é exposto a múltiplas fontes de informação e tem um envolvimento mais ou menos intenso na busca de informação para a tomada de decisão de compra do serviço de alojamento hoteleiro. Este facto coloca um desafio à comunicação de marketing dos estabelecimentos hoteleiros, uma vez que estes têm que escolher o instrumento de comunicação que seja eficaz a alterar o comportamento do turista no sentido da decisão de reserva. Porém, no estado da arte sobre o tema não se encontra um estudo empírico que evidencie o efeito significativo dos instrumentos de comunicação - publicidade, comunicação word-of-mouth e recomendação da Agência de viagens - em termos da reserva para primeira estada do turista no estabelecimento hoteleiro. Esta investigação tem foco na reserva para primeira estada, procurando identificar o factor - a) publicidade; b) comunicação word-of-mouth; c) recomendação da Agência de viagens; d) interacção de factores - com efeito significativo em termos da reserva do estabelecimento hoteleiro. Foram formuladas quatro hipóteses de investigação e especificado um modelo de regressão logística, o qual, para além de permitir testar essas hipóteses, permite também analisar a relação entre a reserva para primeira estada e cada uma das três variáveis explicativas incluídas no modelo e representadas através de regressores dummy, bem como as interacções destas variáveis. Os resultados da investigação empírica indicam que é mais provável a reserva para primeira estada ser feita por contacto directo do que não ser, caso o turista seja exposto apenas à publicidade ou apenas à comunicação word-of-mouth, e que é menos provável a reserva para primeira estada ser feita por contacto directo do que o contrário, caso o turista seja exposto apenas à recomendação feita pela Agência de viagens ou à interacção entre a publicidade e comunicação word-of-mouth. Uma vez que os factores publicidade e comunicação word-of-mouth evidenciaram poder explicativo significativo da reserva por contacto directo, verificou-se então uma forte associação, com significância estatística, entre a reserva para primeira estada e o meio de comunicação WEB e uma associação bastante forte, com significância estatística, entre a reserva e a recomendação feita por pessoa de relação próxima com estada anterior no estabelecimento hoteleiro, o que permite concluir que se tratam de duas importantes fontes de informação que induzem a reserva. Com esta investigação é possível dar um contributo ao nível da teoria do comportamento do consumidor, nomeadamente na perspectiva da decisão do turista em termos de decisão de reserva para primeira estada, e ao nível da gestão da comunicação de marketing do estabelecimento hoteleiro.
The tourist is exposed to multiple information sources, having an involvement more or less intense in the information search for the purchasing decision of the hotel accommodation service. This fact is a challenge to hotels marketing communication, because they have to choose the communication instrument which is effective in changing the tourist's behavior in what concerns the reservation decision. However, in the state of art we don't find an empirical study which reveals the significant effect of the communication instruments - advertising, word-of-mouth communication and travel agency recommendation - in terms of the hotel reservation for first stay. The focus of this research is the reservation for first stay, whose aim is to identify the factor - a) advertising; b) word-of-mouth communication; c) travel agency recommendation; d) interaction between factors - that has significant effect in the hotel reservation. Four hypothesis of investigation were formulated and it was specified a logistic regression model, which permits not only to test these hypothesis but also to analyse the relation between reservation for first stay and each of the three explanatory variables, which are included in the model and represented through dummy regressors, as well as the possible interaction between these variables. The empirical research results reveal that is more likely the reservation for first stay occurring by direct contact than not by direct contact if the tourist is exposed only to advertising or only to word-of-mouth communication, and that is less likely the reservation for first stay occurring by direct contact than not by direct contact if the tourist is exposed only to travel agency recommendation or to the interaction between advertising and word-of-mouth communication. Knowing that the factors such as advertising and word-of-mouth communication have revealed significant explanatory power to reservation by direct contact, it was found that there is a strong association, with statistical significance, between reservation for first stay and medium WEB communication and a strong association, with statistical significance, between reservation for first stay and recommendation made by a close person who knows the hotel from a previous stay. That facts allows us to conclude that they are two important information sources which induce reservation. With this research is possible to give a contribution in the field of the theory of consumer behavior, namely in the perspective of the tourist decision in terms of reservation decision for first stay, and also in the field of hotel marketing communication management.

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Granlund, Cajsa, e Lisa Prick. "A study of viral marketing on Youtube : Evidence: Nike Dream Crazy and Nike Dream Crazier". Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-75458.

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The aim with this study was to answer the question “What components in Nike’s viral ads on Youtube trigger emotions?”. The data was collected through a qualitative and descriptive research approach and the method was a combination of a poetic film analysis and Ducoffe’s Model of Advertising Value. The model includes three components that were to be analyzed: informativeness, entertainment and irritation. The video ads were analyzed together with the comments posted. The comments were seen as electronic word of mouth and they were analyzed in order to understand if the viewer felt positive or negative emotions towards the ads. The findings showed that Ducoffe’s Model of Advertising Value was applicable on social media networks such as Youtube. Informativeness and entertainment were the most important components triggering emotions. Since marketing events nowadays are digitalized, it is important to adapt previous models and research to new platforms.

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Nilsson, Pamela, e Olivia Hiljegren. "Konsten att skapa trovärdighet genom influencer marketing : En kvalitativ studie om hur varumärken nyttjar influencers som ett marknadsföringsverktyg för att skapa trovärdighet i sociala medier". Thesis, Högskolan i Halmstad, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-45111.

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Att företag använder sig av influencers som ett marknadsföringsverktyg på sociala medier blir allt vanligare att se. Precis som det engelska ursprungsordet influence betyder så handlar influencer marketing om att varumärken använder personer med stora nätverk av följare för att påverka andra konsumenter till varumärkeskännedom och köpbeslut. Syftet med denna studie är att undersöka hur varumärken använder sig utav influencers som ett marknadsföringsverktyg för att skapa trovärdighet genom samarbeten på sociala medier. Studien har undersökt vad det finns för möjligheter samt problem som denna typ av marknadsföringsverktyg kan innebära. För att undersöka frågeställningen har författarna intervjuat två medelstora influencers och två stora varumärken inom skönhet. Deras expertis och kunskap inom influencer marketing har bidragit till ett exceptionellt forskningsmaterial för denna studie. Slutsatsen visade på att varumärken som använder influencers som ett marknadsföringsverktyg gör det i syfte att stärka relationen till sina kunder, samtidigt som de vill öka sin varumärkeskännedom. Influencers som samarbetar med varumärken anser sig själva inspirera sina följare att prova nya varumärken, samtidigt som de ger en ärlig och rättvis recension. Detta sammanlänkar de tre delarna som ingår i marknadsföringsverktyget, vilket är influencer, mottagare och varumärke.
The fact that companies use influencers as a marketing tool on social media is becoming increasingly more common. Just as the English origin word influence means, influencer marketing is about brands using someone with a large number of followers and a power to affect and influence other consumers to brand awareness and purchasing decisions. The purpose of this study is to investigate how brands use influencers as a marketing tool to create credibility through collaborations on social media. The study will examine what opportunities there are as well as problems that this type of marketing tool can entail. To answer the research question, the authors have interviewed two medium-sized influencers and two major beauty brands. Their expertise and knowledge in influencer marketing have contributed to an exceptional research material for this study. The conclusion showed that brands that use influencers as a marketing tool do it, in order to strengthen the relationship with their customers, while at the same time increase their brand awareness. Influencers who work with brands consider themselves to inspire their followers to try new brands, while giving them an honest and fair review. This conclusion links the three parts included in the marketing tool, which are influencers, recipients and brands.

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Aurimas, Mickus, Zhou Pengshuo e Guo Xiang. "The Role of Paid and Earned Social Media on Consumer Behavior for Apparel Brands in China’s Market". Thesis, Jönköping University, Internationella Handelshögskolan, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48901.

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Social media marketing is gradually replacing traditional marketing and becoming the primary marketing strategy for businesses. Paid and earned media have emerged as two major social media marketing forms that are important in business development research. China has more social media users than any other country in the world and is housing platforms such as Weibo, WeChat or Xiaohongshu, thus with an ever-increasing demand for social interaction between a company and a customer, the search for the optimal marketing strategies in a hyper-competitive apparel market in China is in effect. With there being a lack of research in the field, the main purpose of this study is to examine how paid and earned social media channels impact apparel customer behavior in China. Firstly, the study aimed to see to what degree paid and earned media influences apparel consumption, and, secondly, it intended to see how social media marketing strategy impacts consumers' views on brand loyalty, brand awareness and purchasing behavior. In order to do this, a quantitative study has been conducted - nine hypotheses were formulated after an extensive literature review, from which a research model has been derived and a questionnaire used to gather the opinions of local Chinese social media users has been employed. Convenience with a non-probability sampling method was adopted to collect quantitative data. A total sample of 400 respondents participated in an online questionnaire, ranging from the age of 18 to 34 and having a relatively high education level. The SPSS program was applied to analyze the collected data with multiple statistical analysis methods: Cronbach alpha reliability test, factor analysis, and linear regression analysis to test internal consistency - Cronbach alpha, construct validity, and the relationship between dependent and independent variables. The study revealed that both social media marketing types have a positive effect on apparel consumer behaviors, however, paid media only mostly influences brand awareness of apparel brands, and earned media is very effective when it comes to influencing purchasing behavior and brand loyalty of apparel brands. Moreover, the utmost importance of Word-of-Mouth marketing has come to light, as the need for increased social value urges Chinese to promote products by sharing.

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Nguyen, Thi Mai Han. "How can materialism affect the intention to create brand-related user-generated content about style on social media sites?" Thesis, Queensland University of Technology, 2019. https://eprints.qut.edu.au/128748/1/Thi%20Mai%20Han_Nguyen_Thesis.pdf.

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This study examines how materialism can affect the intention to create brand-related user-generated content about style on Facebook and blogs. It contributes to the understanding of how personality traits explain the behaviour of brand-related user-generated content creation on social media sites by providing results of the mechanism and condition that can activate highly materialistic consumers to create brand-related user-generated content about style. This research used content analysis and online experiments.

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Fesahaye, Johanna, e Emma Holmlund. "Konsumenters syn på trovärdighet och användbarhet av reklam på sociala medier". Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-34801.

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Social media is a phenomenon that has expanded fast during the recent years and has become a part of people’s everyday lives. Social media has developed to not only deal with updating others about what is happening and uploading pictures. Today social media plays a big part in marketing. Therefore advertising is not only exposed in traditional media such as; TV, radio and newspapers, but also on the internet and the social media platforms. Advertising on social media appears in different forms; sponsored posts (paid ads), User Generated Content (non-paid ads) and Electronic-Word-of-Mouth. These different forms of advertising on social media are experienced differently by consumers and therefore this study aims to gain an understanding to which extent consumers find different forms of advertising on social media credible and useful. A qualitative method has been used for this study. For the collecting of data semi-structured interviews have been conducted. This study has been divided into three themes, namely; advertising on social media, attitude of consumers and perceived credibility and usefulness. It turned out that consumers experienced User Generated Content as the most credible form of advertising on social media. Sponsored posts were seen as the most useful, since this form of advertising was perceived as inspiring and informative.
Sociala medier är ett fenomen som utvecklats väldigt fort och blivit en del av människors vardag. Det har utvecklats till att inte enbart handla om att uppdatera andra personer om vad som försiggår i ens liv och att lägga upp bilder. Idag används sociala medier även av företag och andra profiler i marknadsföringssyfte. Reklam exponeras därmed inte bara i traditionella kanaler såsom TV, radio och tidningar, utan även på internet och de sociala medieplattformarna. Reklam på sociala medier förekommer i olika former; sponsrade inlägg (betald reklam), User Generated Content (icke-betald reklam) och Electronic Word of Mouth. Dessa olika former av reklam i sociala medier tas emot på olika sätt av konsumenter och därför ämnar denna uppsats att få förståelse för i vilken utsträckning konsumenter finner olika former av reklam i sociala medier trovärdiga och användbara. Studien har ett kvalitativt tillvägagångssätt där insamlingen av data skett genom semi-strukturerade intervjuer. Studien har delats in i tre olika teman nämligen; reklam på sociala medier, attityd hos konsumenter och uppfattad trovärdighet och användbarhet. Det framkom att User Generated Content upplevdes som mest trovärdigt bland de olika formerna av reklam. Däremot ansågs sponsrade inlägg som mest användbart då denna form av reklam uppfattades som inspirerande och informationsrik.

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Elias, Troy R. C. "E-Fluence at the Point of Contact: Impact of Word-Of-Mouth and Personal Relevance of Services on Consumer Attitudes in Online Environments". Columbus, Ohio : Ohio State University, 2009. http://rave.ohiolink.edu/etdc/view.cgi?acc%5Fnum=osu1243885230.

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

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Sammanfattning Titel: Hur påverkar Gerillamarknadsföring Generation Y? Ämne/Kurs: Företagsekonomi - Kandidatuppsats Handledare: Lars Haglund Nyckelord: Marknadsföring, Gerillamarknadsföring, Generation Y, Annonsering, Word-of-mouth, Buzz- marknadsföring, varumärkesattityd, varumärkesengagemang, engagemang online, kommunikation. Bakgrund: Marknadsföring handlar om att skapa och utveckla lönsamma kundrelationer. I dagens samhälle så sker marknadsföring runtom omkring oss hela tiden. På grund av detta har Generation Y utvecklat strategier som automatiskt sorterar bort överflödig och onödig information. Genom att använda oss av Gerillamarknadsföring så vill vi studera om det går att skapa en bättre attityd och ett större engagemang hos Generation Y gentemot varumärke. Kunskapen och förståelsen för hur generationens beteende påverkas kan ge möjlighet för företag att utveckla sin marknadsplan och anpassa verksamheten mot den aktuella generationen Y. Problemformulering: Kan den okonventionella Gerillamarknadsföringen visa sig vara mer effektiv och framgångsrik på ungdomar gentemot traditionell annonsering? Syfte: Genom att belysa problemet som dagens marknadsförare har med den reklamkritiska generationen Y så är syftet att undersöka om en modern och udda marknadsföringsmetod kan vara en av lösningarna på problemet. Metod: Uppsatsen är av kvalitativ karaktär och urvalsmetoderna är bekvämlighetsurval och påstana urval. Genomförandet sker till största del enligt en autoetnografisk metod som handlar om att komma till insikt av den sociala verkligheten för att skapa sanningsenliga uttalanden. Primärdata består i huvudsak av tre intervjusituationer med fokusgrupp, Gerillabyrå och på plats vid Gerillaevent. Teorier: I denna uppsats använder vi oss utav teorier inom följande ämnen, Gerillamarknadsföring, Word-of- mouth, Buzz-marknadsföring, Generation Y, Konsumentbeteende inriktat mot attityd och engagemang. Analys: I analysen har vi sökt efter framträdande mönster som uppstår mellan empiri och teori. Vi kan urskilja ett mönster som talar om för oss att vi kan se positiva effekter vid användning av Gerillamarknadsföring mot Generation Y, dock inte som en ensam metod i marknadsföringsmixen. Slutsats: De centrala delarna i uppsatsen visar ett mönster där användning av Gerillamarkandsföring främst påverkar Generation Y utifrån variablerna; attityd och engagemang gentemot varumärke. Vi ser även att Gerillamarknadsföringen har en större funktion som ett externt kompletterande marknadsföringsmedel.
Abstract How does Guerrilla Marketing Affect Generation Y? Subject/Course: Business Administration – Bachelor Thesis Mentors: Lars Haglund Keywords: Marketing, Guerrilla Marketing, Generation Y, Advertising, Word-of-mouth, Buzz-marketing, Brand attitude, Brand engagement, commitment online, communication. Background: Marketing is about creating and developing profitable customer relationships. In today's society marketing and advertising is around us all the time. Because of this, Generation Y has developed strategies that automatically sorts out unneeded and unnecessary information. Through the use of Guerilla Marketing, we want to study whether it is possible to create a better attitude and a greater commitment towards the brand. The understanding of how behavior is influencing the Generation can provide the opportunity as a company to develop a better marketing plan and adapt more towards the Generation Y. Problem: Can the unconventional methods of Guerrilla Marketing prove to be more effective and successful at Generation Y towards traditional advertising? Purpose: By highlighting the issue that today's marketers have with the advertising-critical Generation Y, the purpose is to investigate whether a more modern and quirky marketing method can be one of the solutions to the problem. Method: The thesis is based on a qualitative method and the selection methods are convenience sample and ”on town” selection. The implementation follows an autoethnographic method that is about to come to the knowledge of the social reality, in order to create truthful statements. Primary data consists mainly of three interview situations with focus group, Guerrilla marketing agency, and on-site at the Guerillaevent. Theories: In this report, we use theories from following subjects, Guerrilla Marketing, Word-of-Mouth, Buzz Marketing, Generation Y, Consumer behavior oriented in attitude and commitment. Analysis: In the analysis we looked for distinct patterns that occur between empirical and theoretical framework. We can discern a pattern that tells us that we can see positive effects from the use of Guerrilla marketing to Generation Y, but not as a comprehensive method of the marketing mix. Conclusion: The central parts of the essay shows a pattern in which the use of Guerrilla marketing is affecting Generation Y based on the variables; attitude and commitment towards the brand. We also see that Guerrilla marketing has a major function as an external additional marketing method.

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Češková, Lenka. "Vybrané problémy marketingové strategie ŠKODA AUTO a.s". Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-4185.

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Škoda Auto is one of the most important companies in the Czech Republic. The company not only sells cars, but also provides services, sells Škoda Genuine Parts and Škoda Genuine Accessories. Customers know services as Škoda Service. All these aftersales activities are integral part of the brand. Master thesis put emphasis on external communication of Škoda Service. Master thesis describes external communication and proposes new communication methods.

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Wärme, Erica, e Louise Olsson. "Influencer marketing and its effectiveness on consumers’ attitudes and purchase intention". Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-79709.

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Social media is nowadays one of the best ways to reach new potential customers. Social media platforms allow influencers to promote brands and reach even more customers. These new platforms are relatively untested as regards its effectiveness. The purpose of this thesis was to investigate if influencers affected customers´ attitudes and purchase intentions more than online adverts, regarding energy drinks. The thesis used an experiment in order to investigate this further. Combined with previous research in this area and the data from the study’s questionnaire, a result for this thesis could be formulated. The study showed that there was no statistical significant difference of effectiveness between using an influencer or an online advert when it comes to what affects consumers attitudes and purchase intentions, regarding energy drinks.

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Daugherty, Matthew Lane. "Small Business Marketing Strategies for Physical Therapy Practice Owners". ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/6196.

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The United States economy depends on small businesses, which represent 99% of all businesses in the United States, yet approximately 50% of small businesses cease operations in the first 5 years. The purpose of this multiple case study was to explore the marketing strategies used by owners of small businesses to develop and maintain their organization through the initial 5 years of business operation. The population included 5 physical therapy business owners in northeastern Florida who had sustained their business for a minimum of 5 years. The conceptual framework for this study was the brand equity model, and data were collected through semistructured interviews, online company marketing materials, and archival company documents. Yin's 5-step analysis guided the data analysis process: (a) collecting data, (b) grouping data into codes (c) grouping data into themes (d) assessing the themes, and (e) developing conclusions. Member checking, transcript review, and triangulation were used to validate the study data. The 5 study themes were brand awareness, relationship marketing, perceived quality, social media and online marketing, and word-of-mouth marketing. The implications of this study for positive social change include the potential for economic growth in the physical therapy practice market, as well as improved patient access to physical therapy services through a greater number of physical therapy practices.

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Lundgren, Caroline, Jenny Kristiansson e Sandra Petersson. "Modebloggarnas dolda budskap?" Thesis, Växjö University, School of Management and Economics, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:vxu:diva-7170.

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

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This master’s thesis in Library and Information Science examines the phenomenon ”pop up library” and how public libraries are working with projects within this area. The method to collecting data is qualitative interviews with represents from five libraries in Sweden. The theoretical framework mainly consists of theories from mar- keting management especially adapted for non-profit organizations and libraries. The main results of the study shows that the purpose of why the libraries are using this method is to attract new users, make the library more available, marketing the library, work with reading promotion, start up and/or develop cooperation’s with other organizations or units within the municipality. One desire with the pop up libraries is to attract people to also visit the physical main library but there is also a fear among the informants that some people will think that the pop up library is the only library in the community. Common factors seen in my informants view of pop-up library are: temporary, unexpected and adapted for the target audience and the environment. Pop up libraries is much about relationships, to build and develop relationships with both partners and prospective users. Pop up libraries can be seen as buzz marketing, an effective way to advertise with small means. By making them into "a hot topic" it generates a buzz and publicity in local media. The pop up libraries in this study are primarily implemented as projects, funded by external project funding. They do not require as much resources to implement but is more difficult to engage in regular activities. The opportunities that libraries see with the pop up library concept is to continue to reach out to new audiences by using new creative ways. This is a two years master’s thesis in Archive, Library and Museum studies.

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Ryman, Sara, e Isabelle Sundqvist. "Tittar du på mig? : En kvantitativ studie om videomarknadsföring på Instagram". Thesis, Umeå universitet, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-149288.

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Sociala medier är ett vanligt förekommande fenomen som används av allt fler människor världen över. På sociala medier ges både företag och privata användare möjlighet att publicera videoinnehåll. I linje med att video på sociala medier växt fram, har möjligheter att använda video i marknadsföringssyfte utvecklats. Det har resulterat i att allt fler företag och marknadsförare insett fördelen med att inkludera video som en aspekt i marknadsföringsstrategier. Det har identifierats ett teoretiskt gap inom forskning som behandlar vilka attribut som bör inkluderas i en video för att fånga en konsuments intresse och främja videodelning. Syftet med denna studie är således att få kunskap kring attribut som är av betydelse vid utformning av videomarknadsföring på sociala medier och om dessa attribut är av betydelse för huruvida en video sprids genom videodelning. Författarna ämnar dessutom undersöka om video på sociala medier kan ha en eventuell påverkan på tittarens köpintention. Studien ämnar således besvara följande forskningsfråga: Vilka attribut bör inkluderas i videomarknadsföring på sociala medier för att attrahera tittare och generera spridning? Studien har utförts utifrån en kvantitativ metod och studieobjektet är användare Instagram. I samband med att Instagram introducerade möjligheten att publicera video, har videomarknasföring blivit allt vanligare och mer framträdande i kanalen. Via videomarknadsföring på Instagram har företag och marknadsförare potential att nå ut till en stor publik. Utifrån syftet och den forskningsfråga som författarna ämnar besvara har teori gällande native advertising, viral marknadsföring, videodelning, elektronisk word- of-mouth (eWOM), AIDA-modellen samt attribut inom video inkluderats i studiens teoretiska referensram. Den empiriska data som återfinns i studien har samlats in genom en webbenkät och den urvalsstrategi som använts är snöbollsurval. Statistiska tester i from av chitvå-test samt korrelationstest har genomförts för att härleda samband mellan olika variabler. Cronbach’s Alpha har genomförts för att styrka studiens inre reliabilitet. Utifrån den data som samlats in och utifrån de statistiska tester som genomförts har det konstaterats att attributen underhållning, engagemang och utformning bör inkluderas i videomarknadsföring för att attrahera tittare och generera spridning. Studien bidrar med en teoretisk modell som revideras utifrån studiens resultat. Modellen bidrar med teorier och attribut som är av relevans att beakta vid utformning av videomarknadsföring på sociala medier av såväl företag som marknadsförare.

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Matienzo, Fuentes Josue Alonso. "Las redes sociales como generadoras de nuevas preferencias de consumo mediante la comunicación boca a boca. Dirigido al sector comida saludable en un público millennial peruano Caso: Restaurante Va Bien". Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/652995.

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La presente investigación se desarrolla para conocer las estrategias utilizadas por medio de la comunicación boca a boca en las redes sociales para generar preferencias de compra en el consumidor. Debido a que los estudios dirigidos a la comida saludable y los millennials desde una perspectiva publicitaria son escasos, creemos que es un tema potencial para tener un mejor conocimiento del mercado lo que sería favorable para las marcas y agencias. Además, el estudio se realizará con técnicas cualitativas, lo que nos permitirá observar desde las opiniones y publicidad compartidas por los consumidores e influencers como también la comunicación que realizan las marcas por medio de las redes sociales y cómo son vistas. Por medio de esto podremos tener una mejor base largo de la investigación Nuestro estudio ve como un consumidor potencial al público millennial de NSEC A y B. Si entendemos al público millennial como el grupo de personas que utilizan las redes sociales para conectarse con con una red inmensa de contactos. No se definirá a los millennials por su edad, sino por sus características psicográficas.
The present research is developed to know the strategies used through word of mouth communication in social networks to generate purchasing preferences in the consumer. Because studies targeting healthy food and millennials from an advertising perspective are scarce, we believe that it is a potential topic for better understanding of the market that would be favorable for brands and agencies. In addition, the study will be carried out with qualitative techniques, which will allow us to observe from the opinions and publicity shared by consumers and influencers as well as the communication that brands make through social networks and how they are seen. Through this we can have a better basis throughout the investigation Our study sees the millennial audience of NSEC A and B as a potential consumer. If we understand the millennial audience as the group of people who use social networks to connect with a huge network of contacts. Millennials will not be defined by their age, but by their psychographic characteristics.

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Tran, Gina A. "Investigating E-servicescape, Trust, E-WOM, and Customer Loyalty". Thesis, University of North Texas, 2014. https://digital.library.unt.edu/ark:/67531/metadc699848/.

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Old Spice cleverly used a handsome actor to play the Old Spice Man character for a Super Bowl commercial in 2010. After the game, this Old Spice commercial was viewed more than 13 million times on YouTube, a social media video-sharing site. This viral marketing campaign, also known as electronic word-of-mouth (E-WOM), propelled the Old Spice brand into the forefront of consumers’ minds, increased brand awareness, and inspired people to share the video links with their family, friends, and co-workers. The rapid growth of E-WOM is an indication of consumers’ increased willingness to convey marketing messages to others. However, despite this development, marketing academics and practitioners do not fully understand this powerful form of marketing. This dissertation enriches our understanding of E-WOM and how e-servicescape may lead to E-WOM. To that end, stimulus-organism-response theory and the network co-production model of E-WOM are applied to investigate the relationships between e-servicescape, trust, E-WOM intentions, customer loyalty, and purchase intentions. Two forms of E-WOM were examined, namely emails and social network postings. E-servicescape is defined as the online environmental factors of a marketer’s website. E-servicescape is composed of three main dimensions, including aesthetic appeal, financial security, and layout and functionality. This study used cross-sectional customer data from a single e-tailer. Structural equation modeling was used to analyze the responses. Customer reviews was added as an additional sub-dimension of e-servicescape. The findings suggest e-servicescape positively impacts trust, which in turn positively influences E-WOM and customer loyalty. Moreover, two groups of customers were compared using multi-group analysis, where one group of users received emails and the other group received social network postings from the same e-tailer. Overall, the results indicated emails had a stronger impact on e-servicescape, E-WOM, and customer loyalty. Social networking site postings had slightly greater influence on trust, and two sub-dimensions of e-servicescape, i.e., interactivity and ease of payment. These findings contribute to the marketing research on E-WOM theory and electronic commerce shopping behavior. In particular, the sub-dimension of customer reviews is added to e-servicescape. This study yields practical implications for marketers in understanding consumers’ perceptions of websites and how to better design sites. In addition, these findings add to knowledge on how to engender consumers’ trust and customer loyalty online. Finally, this research provides suggestions for firms wanting to create marketing campaigns that will lead to E-WOM.

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Weinreich, Carrie. "Marketing Strategies Restaurant Leaders Use to Develop Their Customer Base". ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/2464.

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Surviving past the first year of operation is a growing concern for independent, full-service restaurants. Some restaurant leaders lack the marketing strategies necessary to develop a loyal customer base and survive beyond the first year of operation. The purpose of this multiple case study was to explore the marketing strategies that independent, family-oriented, full-service restaurant leaders located in the Pittsburgh, PA, metro area in business for at least 5 years have used to develop their customer base during the first year of operation. This study was guided by the 7Ps of marketing theory, which emphasizes how people, including customers and employees, influence the marketing process. Data were collected through in-depth semistructured interviews with 3 restaurant leaders and secondary documentation that included marketing and business strategies, customer base data, and profitability records during the first year of operation. Data were analyzed using a comparison analysis method to establish 3 emergent themes: immediate influence of word of mouth, power of consumer-driven marketing and social media, and the need for an integrated marketing mix. Findings indicate that these family-oriented, full-service restaurants were able to develop a customer base during their first year of business by integrating marketing strategies including word of mouth, social media, and limited print advertising. This study could assist these restaurant leaders in creating best practices for developing a customer base and surviving past the first year of operation. The implications for positive social change include the potential to empower restaurant leaders to engage in cause-related marketing, increase viability in local communities, and promote development of independent restaurants and small businesses.

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Wang, Hui-Hsuan, e 王惠萱. "The Integrating Effect of Advertising and Negative Word-of-Mouth". Thesis, 2004. http://ndltd.ncl.edu.tw/handle/97201207461176626343.

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碩士
國立臺灣大學
商學研究所
92
Advertising and word-of-mouth communication(WOMC) are both important sources of product messages. However, little research has examined the integrated effects of them. Smith & Vogt（1995）had showed that consumer’s attitude will be interrupted by advertising and negative WOMC. Furthermore, Laczniak, DeCarlo & Ramaswami（2001） also set three different negative WOMC scenarios which have three different kinds of message to explore the influences on consumers’ responses, though in Smith & Vogt’s research there is only one scenario being considered. This study combines these two studies to explore the interacting effects of advertising and negative WOMC. An experiment was conducted using ten experimental groups: advertising only, three negative WOMCs only(can be attributed to the product, hard to be attributed and can be attributed to the communicator), advertising then three negative WOMCs, and three negative WOMCs then advertising. The experimental product was an oversea tour for graduating classes provided by a fictitious travel agency. The results are as follows: 1.Negative WOMC will significantly reduce advertising effect only when the Negative WOMC is easier to be attributed to the product. 2.Purchase intension of the advertising then negative WOMC group is better than the negative WOMC then advertising group. 3.Under the negative WOMC which is easier to be attributed to the communicator, purchase intension of the negative WOMC then advertising group is worse than the advertising then negative WOMC group. 4.Under negative WOMC then advertising condition, purchase intension of the negative WOMC which is not easy to be attributed is better than the one which is easier to be attributed to the communicator; and the one which is easier to be attributed to the communicator is better than the one which is easier to be attributed to the product. 5.Advertising attitude of the advertising then negative WOMC group is better than the negative WOMC then advertising group. 6.WOMC message attitude of both exposing advertising and negative WOMC group is better than the negative WOMC only group.

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CHANG, SHU-HUI, e 張淑慧. "The Impact of Blog’s Word-of-Mouth on Advertising Effectiveness". Thesis, 2009. http://ndltd.ncl.edu.tw/handle/92098225538620598716.

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碩士
國立臺北大學
企業管理學系
97
The quantity of blog in the whole world is escalating dramatically. Most of consumers search the information or comments of the commodity in which they’re interested from the blog while the usage of blog is getting popular. The impact of the information about products is getting powerful. It’s a trend to browse some recommendation, comments, and reviews of the products prior to purchase. Because the condition of this consumer behaviour, how marketers can improve the advertising effectiveness by choosing the suitable and the effective blog type according to their product characteristics has been concerned. In this study, the product type (experience goods and search goods) and brand awareness (high and low) are proposed in the context of product characteristics. Celebrity, expert, typical consumer’s blog present to the blog type. A Quasi-experiment was conducted to exam the main effect and interaction on advertising effectiveness with 12 subjects designed in our research. Results of our experiment reveal that there are differences in the between-subjects on advertising effectiveness. According to results, the more effective blog’s word-of-mouth strategies for the company are discussed.

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41

Wu, Tzu-Yi, e 吳姿宜. "The Influences of Valence of Word-of-Mouth and Advertising Vividness on Advertising Effects". Thesis, 2004. http://ndltd.ncl.edu.tw/handle/32144520846635601025.

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Abstract (sommario):

碩士
國立臺灣科技大學
企業管理系
92
Advertising and word-of-mouth (WOM) has become the most powerful marketing tools in marketing people’s view now. One of them, advertising has already involved in everyone’s living. How many advertisements can not only really catch consumer’s attention, but also engage in their purchasing intentions? Besides, according to 2001 report of McKinsey & Company indicated that the 67% consumer goods in U.S.A has be influenced by WOM. To consumers, WOM is the most natural and frequency promotional behavior. As a result, our research considered the influences of advertising vividness and valence of WOM on consumer’s effects. Our research used the undergraduates as research subjects. A mixed 2×3 was designed to examine the effects of two levels of advertising vividness (vivid vs. pallid) and valence of WOM (positive vs. negative) to consumer’s advertising effects (advertising attitude, product attitude, and purchasing intentions ). In addition, we wanted to examine if there was interaction between advertisement and word-of-mouth. In statistical analysis, we used t-test, two-way ANOVA. Our research showed that the more vivid advertising messages was, the higher advertising effects was. After seeing pallid advertising, the consumers who have heard WOM were higher on product attitude and purchasing intentions than those who didn’t even have heard WOM; the other hand, after seeing vivid advertising, the consumers who have heard negative WOM were higher on advertising effects than those who didn’t even have heard WOM. Finally, if consumers previous received more vivid advertising, the influence of WOM was lower only on product attitude.

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42

Lin, Chia Hsiung, e 林佳諠. "The Effect of Keyword Advertising on Eletronic Word-of-Mouth Communication". Thesis, 2011. http://ndltd.ncl.edu.tw/handle/17462902161057140932.

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Abstract (sommario):

碩士
中國文化大學
國際貿易學系
99
Due to the vast development of Internet for the past few years, the development of consumer's Word-of-Mouth behavior follow the trend to Electronic -Word-of-Mouth. The range of Word-of-Mouth propagation is wider and the speed is faster. This study is intended to explore that whether or not Electronic -Word-of-Mouth behaviors of con-sumers after consuming would be affected by keyword advertising search before con-suming. This study focuses on catering industry and medical cosmetic industry as target industry. I use structural entity questionnaire as a tool of information collecting to pro-ceed convenience sampling. Totally 500 questionnaires and 446 is returned. There are 353 valid questionnaires among them. The research result indicates that consumers who use keyword advertising are more willing to share their Electronic -Word-of-Mouth after consuming, which supports the hypothesis of this study. According to the result of this study, meanings toward management and further studies will be presented.

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43

Yoon, Seong No. "The effects of electronic word-of-mouth systems (EWOMS) on the acceptance of recommendation". 2008. http://proquest.umi.com/pqdweb?did=1580777751&sid=17&Fmt=2&clientId=14215&RQT=309&VName=PQD.

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Thesis (Ph.D.)--University of Nebraska-Lincoln, 2008.
Title from title screen (site viewed Jan. 15, 2009). PDF text: vi, 114 p. : ill. ; 3 Mb. UMI publication number: AAT 3315881. Includes bibliographical references. Also available in microfilm and microfiche formats.

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44

"For better or for worse?: contrasting effects of negative word-of-mouth on consumer dissatisfaction". 2008. http://library.cuhk.edu.hk/record=b5893696.

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Abstract (sommario):

Cui, Xizhen.
Thesis (M.Phil.)--Chinese University of Hong Kong, 2008.
Includes bibliographical references (leaves 35-46).
Abstracts in English and Chinese; some questionnaires in English and Chinese.
ABSTRACT (ENGLISH) --- p.i
ABSTRACT (CHINESE) --- p.ii
TABLE OF CONTENTS --- p.iii
LIST OF TABLES --- p.iv
Chapter CHAPTER ONE --- INTRODUCTION --- p.1
Chapter 1.1 --- Background --- p.1
Chapter 1.2 --- Research Overview --- p.5
Chapter CHAPTER TWO --- THEORETICAL FRAMEWORK --- p.6
Chapter 2.1 --- Attitude Polarization and Dissatisfaction Aggravation --- p.6
Chapter 2.1.1 --- Attitude Polarization --- p.6
Chapter 2.1.2 --- Explanations of Attitude Polarization --- p.7
Chapter 2.1.3 --- Attitude Polarization and Consumer Dissatisfaction --- p.8
Chapter 2.2 --- Downward Comparison and Dissatisfaction Alleviation --- p.10
Chapter 2.2.1 --- Downward Comparison --- p.10
Chapter 2.2.2 --- Downward Comparison and Dissatisfaction Alleviation --- p.12
Chapter 2.3 --- The Content of Negative WOM and Research Hypotheses --- p.15
Chapter 2.3.1 --- The Evaluative Focus of Attitude Polarization Research --- p.13
Chapter 2.3.2 --- The Experiential Focus of Downward Comparison Research --- p.13
Chapter 2.3.3 --- Hypotheses --- p.14
Chapter CHAPTER THREE --- EXPERIMENTS --- p.16
Chapter 3.1 --- Experiment 1 --- p.16
Chapter 3.1.1 --- Participants and Design --- p.16
Chapter 3.1.2 --- Procedure --- p.17
Chapter 3.1.3 --- Manipulations --- p.18
Chapter 3.1.4 --- Dependent Variable --- p.19
Chapter 3.1.5 --- Results --- p.19
Chapter 3.1.6 --- Post Hoc Analysis --- p.21
Chapter 3.1.7 --- Discussion --- p.22
Chapter 3.2 --- Experiment 2 --- p.23
Chapter 3.2.1 --- Overview --- p.23
Chapter 3.2.2 --- Participants and Design --- p.24
Chapter 3.2.3 --- Procedure --- p.25
Chapter 3.2.4 --- Results --- p.25
Chapter 3.2.5 --- Discussion --- p.29
Chapter CHAPTER FOUR --- GENERAL DISCUSSION --- p.30
Chapter 4.1 --- Theoretical Contribution --- p.30
Chapter 4.2 --- Managerial Implications --- p.32
Chapter 4.3 --- Limitations and Future Research --- p.33
REFERENCES --- p.35
APPENDIX
Chapter I --- Questionnaire for Experiment 1 --- p.47
Chapter II --- Questionnaire for Experiment 2 --- p.52
Chapter III --- Samples of Thoughts for Experiment 2 --- p.59
LIST OF TABLES
CHAPTER THREE
EXPERIMENT 1
Table 1: Study 1 AD Means Across Two Groups --- p.20
Table 2: Study 1 AD Gender Difference in Alleviation Condition --- p.21
EXPERIMENT 2
Table 3: Study 2 Hypothesized Predictions Across Four Groups --- p.24
Table 4: Study 2 AD Means Across Two Groups --- p.26
Table 5: Study 2 AD Means Across Four Groups --- p.27

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45

Moore, Sarah G. "Some Things Are Better Left Unsaid". Diss., 2009. http://hdl.handle.net/10161/1092.

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46

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

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Abstract (sommario):

碩士
明志科技大學
經營管理系碩士班
104
As information technology moves forwards, social network has reached every part of the life of the public. In order to speed up the promotion of Facebook fan page, enterprise has tried many advertisement ways to enhance its visibility. In other words, to attract more consumers and potential customers to join the fan page it has set up. Advertising messages not only to attract visitors just click online advertising, but more desirable to bring the actual purchase orders through visiting the Website. Since you have the potential to reach more consumers and drive higher traffic to your site, it will be critical to transfer your visitors to customers. Thus, conversion rate from fan page to orders has become the core issue for enterprise. This study focuses on exploring the relation between message type and website traffic, as well as the impact on conversion rate using the advertisement database of Webike(a leading e-commerce enterprise of motorbike articles) fan page during 2014. Research finding can serve as important reference for e-commerce advertisement.

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47

Huang, Ying-Ting, e 黃憶婷. "The effect of keyword advertising on electronic word-of-mouth communication: the moderating role of product category". Thesis, 2011. http://ndltd.ncl.edu.tw/handle/12173903998913427919.

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Abstract (sommario):

碩士
中國文化大學
國際貿易學系
99
Since its inception on search engines in 1990s, keyword advertising has quickly grown into a leading forms of online advertising, accounting for 40% of today’s online advertising market. A key success factor of keyword advertising is its ability to deliver the most relevant advertisements to the customers. In addition, a small marketers can afford to compete for exposure in respective market. Therefore, keyword advertising has been gaining greater attention from marketing scholars and practitioners. The electronic word-of-mouth (eWOM) information providing both product information and recommendations can satisfy consumers. This article examines how the keyword advertising contribute to the eWOM. The article describes a study focusing on the moderating role of the product category (experience vs. credence). The surveying data source of this study is the customers of restaurant and medical cosmetic industry. 400 structured questionnaires are distributed to the students of the Continuing Education School of Chinese Culture University through a convenience sample technique.353 completed questionnaires were returned. The result show that keyword advertising is positively and significantly correlated with eWOM, supporting our hypotheses. In addition, product category moderated the relationship between keyword advertising and eWOM. However credence goods is positively and significantly between keyword advertising and eWOM, failing to support our hypotheses. This study discusses the implication for the theory and practices, and suggestions for the future study.

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48

Carvalho, João Xavier Ferreira. "Traditional advertising ou branded content: fortalecer a lealdade no séc. XXI". Master's thesis, 2022. http://hdl.handle.net/10400.26/39585.

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Recentemente tem-se observado uma diminuição da lealdade dos consumidores, associada a um menor tempo de atenção dos mesmos e a maior desconfiança face à publicidade das marcas e dos seus produtos. O branded content surge como uma ferramenta de comunicação, capaz de publicitar a marca e entreter o consumidor em simultâneo. Investigação sobre os impactos do branded content na lealdade, mostra-se escassa. Recorrendo à Teoria da Ação Racional, esta dissertação pretende examinar o papel dos diferentes tipos de comunicação publicitária (i.e., branded content e publicidade tradicional) na criação de lealdade dos consumidores face às marcas, através das suas atitudes, intenções de compra e comportamentos de word-of-mouth. Através de um estudo em dois tempos com uma amostra de 98 indivíduos, concluiu-se que apenas parece existir uma influência do tipo de publicidade nas intenções de word-of-mouth, sendo estas mais fortes face a conteúdos publicitários de branded content. Esta investigação contribui para a literatura e para a prática de marketing e publicidade, providenciando evidências do tipo de comunicação mais relevante para o objetivo último de aumentar a lealdade dos consumidores.
Recently, it has been observed a decrease in customer loyalty, associated with a lesser attention span from them and a gaining distrust in advertising from brands and its products. Branded content emerges as a communication tool, capable of advertising the brand and entertain the consumer simultaneously. There is a lack of research on branded content’s impact on loyalty. Recurring to the Rational Action Theory, this thesis aims to examine the role of different types of communication in advertisement (i.e. branded content and traditional advertising) relating to consumer attitudes facing the brand and its loyalty for them, regarding the attitude towards the brand, purchase intention and word-of-mouth. With a sample of 98 individuals, it was possible to conclude that, it seems to exist an influence on which type of advertisement affects word-of-mouth intention, with it being stronger when exposed to a branded content piece. This thesis contributes to research and to the practice of marketing and advertising providing evidence on which type of communication is more relevant regarding the objective of increasing consumer loyalty.

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49

THO, NGUYEN XUAN, e 阮春壽 Nguyen Xuan Tho. "Service Quality, Advertising Message, and Negative Switching Barrier: Effects on Repurchase Intention and Positive Word–of–Mouth". Thesis, 2018. http://ndltd.ncl.edu.tw/handle/4jq2ad.

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Abstract (sommario):

博士
南臺科技大學
經營管理博士學位學程
106
As of now, the Vietnam telecom market has been nearly saturated and five dominated mobile carriers coexist. Nevertheless, the competition is still fierce due to the fluctuation of market share among service providers. Therefore, through loyalty programs and word-of-mouth marketing (WOMM), mobile carriers now turn to put major efforts on retaining existing consumers, as well as attracting as many as possible new users from competitors. This study proposes a novel model regarding consumer psychology, which aims at two main purposes: first, identifying the relevant dimensions of customers’ service quality perception in Vietnam mobile telecommunication sector; second, examining the simultaneous effects of overall service quality, advertising message, and negative switching barrier on two key manifestations of attitudinal loyalty, namely repurchase intention and positive word of mouth. In this study, a total of 557 valid questionnaires were collected and explored from current Vietnam mobile phone users. Exploratory Factor Analysis (EFA) identified and Confirmatory Factor Analysis (CFA) are employed to verify five distinct factors contributing to overall service quality, which include call quality, price policy, convenience, customer support, and added services. The Structural Equation Modeling (SEM) then was employed to test six proposed hypotheses, followed by ANOVA testing for the impact of three main categorial variables on customers’ attitudinal loyalty. The findings indicated that overall service quality is positively related to attitudinal loyalty consisting of repurchase intention and positive word-of-mouth. Moreover, the more frequent and needless advertising messages customers receive, the less likely they intend to repurchase as well as disseminate positive word-of-mouth. Besides, if customers concern more about negative switching barriers from external environment, they would more likely intend to remain using the current service. The interesting findings revealed in this study not only added more knowledge to deepen the understanding of service quality and consumer psychology in the field of mobile telecommunication service, but also developed a number of practical implications for the mobile carriers in Vietnam. Keywords: Mobile Network, Service Quality, Advertising Message, Negative Switching Barrier, Repurchase Intention, Positive Word-of-Mouth, Attitudinal Loyalty.

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50

Uyenbaatar, Yanjmaa, e Yanjmaa Uyenbaatar. "The Effects of Word of Mouth and Attitude toward Celebrity-endorsed Advertising on Purchase Intentions of Social Media Users". Thesis, 2017. http://ndltd.ncl.edu.tw/handle/42970057406076057727.

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Abstract (sommario):

碩士
國立東華大學
企業管理學系
105
The purpose of the present study is to analyze the effect of word of mouth and attitude toward celebrity-endorsed advertising on purchase intentions of social media users. It takes Mongolian Facebook users as an example. Most of previous research indicates that celebrity endorsement has positive influence on purchase intention. On the other hand, many companies realize the importance of using social media as a marketing tool. Hence, these two factors should be studied together. This study expects that celebrity endorsement advertising is not as effective in the world of social media as in the traditional market. Data have been collected through an online survey that 200 Mongolian Facebook users responded. The results of this research supported the assumption of the current study that celebrity endorsement is not an effective way to advertise in social media.

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Tesi sul tema "Word-of-mouth advertising"

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