Sökning: "electronic word-of-mouth"

Visar resultat 6 - 10 av 182 uppsatser innehållade orden electronic word-of-mouth.

1. 6. Go with the flow : En studie om social konsumtion på TikTok

   Kandidat-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomi

   Författare :Madeleine Eckert; Stella Nilsson Ternström; Emelie Danielsson; [2023]
   Nyckelord :TikTok; Fashion Communities; Consumer Behaviour; Hauls; Social Commerce; eWOM; Flow.; TikTok; communities; konsumentbeteende; hauls; social commerce; eWOM; flow;

   Sammanfattning : I takt med att sociala medier har växt sig större har konsumenters shoppingbeteende förändrats. Inköp av produkter sker numera i allt större utsträckning på sociala medier. LÄS MER

3. 7. To whom do we listen, and why? : An exploratory study into how young adult consumers experience TikTok electronic word-of-mouth product recommendations

   Magister-uppsats,

   Författare :Clara Dahlgren; Leon Enshagen; [2023]
   Nyckelord :TikTok; eWOM; Consumer Purchase Behaviour; Algorithmic Virality; Social Media;

   Sammanfattning : Background: Over time, social media platforms have become a part of people’s daily lives. Social media allows consumers to share thoughts, ideas, and experiences with other consumers, and eWOM evolved. LÄS MER

4. 8. "Om publiken inte litar på en nyhet förlorar den sitt värde" : En kvantitativ studie om Generation Z och deras nyhetsvanor på sociala medier.

   Kandidat-uppsats, Linnéuniversitetet/Institutionen för medier och journalistik (MJ)

   Författare :Erika Strand; Janne-Marie Reyelts; [2023]
   Nyckelord :Sociala medier; nyheter; Generation Z; digitalisering; källkritik; Uses and Gratification; pålitlighet;

   Sammanfattning : Today, social media is used not only for communication and entertainment, but also as one of the most important platforms for receiving news. A lot of young adults take part in news through social media and in many cases social media is the only source for socially important information. LÄS MER

5. 9. Explicating the Purchase Intention : A netnographic study on the impacts of online consumption community members’ purchase intention

   Master-uppsats, Uppsala universitet/Företagsekonomiska institutionen

   Författare :Farzana Sharmin Ritu; [2023]
   Nyckelord :purchase intention; online consumption community; netnographic study; theory of planned behavior; electronic word of mouth; qualitative research;

   Sammanfattning : Empowered by the internet and eWOM, online consumption community members now have a greater impact while considering customers’ purchase intentions. This qualitative study intends to examine the factors that impact these community members’ purchase intentions, by addressing the research question: How do internal behavioral and value creation factors impact customers’ purchase intentions in an online consumption community? Moreover, this study proposes a research model of purchase intention in an online consumption community inspired by the theory of planned behavior. LÄS MER

7. 10. A study on the association of firm-generated content on Instagram, affective customer engagement, and positive electronic word of mouth: Evidence from food industry of Pakistan

   Magister-uppsats, Högskolan i Gävle/Avdelningen för ekonomi

   Författare :Muhammad Usman Anwar; Usman Younis; [2023]
   Nyckelord :Firm generated content; Affective customer engagement; Perceived enjoyment; Perceived originality; Positive electronic word of mouth;

   Sammanfattning : In marketing literature, the consumer engagement concept has gained the significant attention of researchers. Based on the stimuli-organism-response (S-O-R) framework, current research proposed to analyze the association between consumers' perception of characteristics of firm-generated content (FGC) on Instagram and positive electronic word of mouth by consumers through affective consumer engagement. LÄS MER