Sökning: "eWOM-effekten"

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  1. 1. Word-of-Mouse-Effektens Mörka Sida : - En experimentell studie om hur negativ information i dagens sociala medier påverkar konsumentuppfattningar

    Magister-uppsats, Företagsekonomiska institutionen

    Författare :Jennifer Lennartsson; Linnea Carlsson; [2010]
    Nyckelord :WOM; eWOM; eWOM-effekten; negativitetseffekten; diagnosticitet; negativ information; produktattribut; företagsvärderingar;

    Sammanfattning : The Dark Side of the Word-of-Mouse Effect - An experimental study of how negative information in today’s social media can influence consumer perception  As a result of the electronic revolution of information dissemination, social media as a phenomenon has come to play an important part, both in society at large but also when it comes to business and marketing. Nowadays, knowledge and opinions about brands and products are spread by reputation through a wide range of social media platforms, a phenomenon which in the literature is referred to as word-of-mouse or electronic word-of-mouth (eWOM). LÄS MER