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  1. 1. Ruled by Technology : What effect does eWOM have on purchase decisions when buying OTC pharmaceutical products?

    Master-uppsats, Uppsala universitet/Företagsekonomiska institutionen

    Författare :Irina Popkov; Ai Nono; [2016]
    Nyckelord :characteristics of eWOM; electronic word-of-mouth; eWOM; decision making; digital marketing; Facebook; non-prescription drugs; pharmaceutical industry; purchase intention; social media; social networking sites; SNS;

    Sammanfattning : Technology changes many things in society, including the way we communicate. Companies use social media to connect with consumers and consumers use it to e.g. follow companies or share experiences with corporations and products (eWOM). LÄS MER