Sökning: "Word-of-mouth"

Visar resultat 1 - 5 av 746 uppsatser innehållade ordet Word-of-mouth.

  1. 1. Influencer marketing and its effectiveness on consumers’ attitudes and purchase intention

    Uppsats för yrkesexamina på avancerad nivå, Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle; Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Författare :Erica Wärme; Louise Olsson; [2020]
    Nyckelord :Influencer marketing; Online advertising; Attitudes; Influencers; Electronic word-of-mouth; Social media; Purchase intention;

    Sammanfattning : 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. LÄS MER

  2. 2. From Loyalty to Disloyalty : Exploring negative consumer-brand relationships in social media

    Magister-uppsats, Jönköping University; Jönköping University

    Författare :Nikolay Nikolov; Juan Pablo Gonzalez; [2020]
    Nyckelord :consumer; brand; consumer-brand relationships; brand loyalty; loyalty loop; brand hate; brand abandonment;

    Sammanfattning : Brand loyalty has been studied extensively in consumer-brand relationship literature. However, the negative side of these relationships has not been studied to the same degree. This paper starts with Court et al. LÄS MER

  3. 3. Does reaching resonance give brands a free card? : A study of the strength in the consumer-brand relationship when the brand has reached the stage of brand resonance.

    Kandidat-uppsats, Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap; Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

    Författare :Camilla Gonzalez; Sanne Swedenås; [2020]
    Nyckelord :Consumer-Brand relationship; Brand Resonance; Brand Loyalty; Self-imagery; Ethical values; Social sustainability;

    Sammanfattning : Increased consumer awareness together with the importance of sustainable consumption is currently a highly debated topic. Frequently, the media reports scandals from strong international brands, revealing information regarding deficiencies linked to the brands social sustainability efforts. LÄS MER

  4. 4. Influencer eller insta(nt) dealbreaker? : En kvalitativ studie om hur företag väljer influencers för att stärka sin kundrelation och sitt varumärke

    Magister-uppsats, Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap; Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

    Författare :Lina Erlandsson; Josephine Hedqvist; [2020]
    Nyckelord :Influencer marketing; word of mouth; electronic word of mouth; credibility; competence; power; social influence; brand awareness; customer relationship;

    Sammanfattning : Social media channels are today an important marketing platform where companies effectively can reach their target groups online through paid advertisements, sponsored posts and electronic word of mouth. Electronic word of mouth can be used by companies to spread their brand through individuals sharing experiences and information with others within their social network in a process called influencer marketing. LÄS MER

  5. 5. Företags hantering av negtiv elektronisk Word of Mouth : (för högengagemangsprodukter)

    Kandidat-uppsats, Södertörns högskola/Institutionen för samhällsvetenskaper; Södertörns högskola/Institutionen för samhällsvetenskaper

    Författare :Nina Khosropour; Duaa Adawi; [2020]
    Nyckelord :Word of mouth; electronic word of mouth; negative electronic word of mouth; high engagement product; digital marketing; Word of mouth; elektronisk word of mouth; negativ elektronisk word of mouth; högengagemangsprodukter; digital marknadsföring;

    Sammanfattning : Word of mouth is one of the most effective marketing techniques and have been for a long time. Studies have shown a difference in the effect of positive and negative electronic Word of mouth on consumers, the negative electronic Word of mouth have a greater impact on consumers. LÄS MER