A thesis submitted for the degree of Doctor of Philosophy By Ismail Erkan Brunel Business School Brunel University 2016. 2 Abstract The influence of electronic word of mouth (eWOM) on consumers’ purchase intentions has long been known. However, the emergence of social media has brought a new perspective to eWOM through enabling users to communicate with their existing networks on the.
My dissertation research provides a theoretical understanding of consumers’ use of social networking sites as a vehicle for eWOM and contributes to the literature on computer-mediated communication with specific emphasis on online social media. Managerially, findings from this research could provide marketers with valuable information to establish their long-term relationships with consumers.
My dissertation research addresses the lack of empirical studies that compare WOM promotion in the form of face-to-face interaction to eWOM promotion in the form of computer-mediated communication, especially using Web 2.0 technologies.
The main concepts in the area of this thesis are brought up in this chapter. The importance and necessity of eWOM and SNS are argued in the problem discussion. This study aims to analyse how consumers are affected by eWOM through SNS. This thesis continues with the following main chapters.
Drawing on Actor Network theory (ANT), the thesis discusses how these two meanings are transmitted in the communication network of restaurateurs and consumers via word of mouth or eWOM. ANT is enriched now with insights about the ethnic restaurants sector and also by adding quality and authenticity constructed meanings to the theory. Finally, according to the findings, within the communication.
PhD thesis Faculty Faculty of Social and Behavioural Sciences (FMG) Institute Amsterdam School of Communication Research (ASCoR) Abstract. It is well-established that, as a consumer decision aid, electronic word of mouth (eWOM) provides opportunities to both consumers and companies. By relying on eWOM, consumers believe that they are better able to make informed purchase decisions. By.Learn More
EWOM towards Consumers’ Purchase Intention Consumers’ purchase intention has evolved with the facilitation of the social media marketing, and gradually replacing the traditional marketing strategies. The marketing strategy is built on social media platforms where consumers are actively seeking information about a product or service, and others experiences before committing to buy the.Learn More
PhD thesis, Queensland University of Technology. 42 Bowring, Natalie Erin (2020) Back on the market. Labsomboonsiri, Saranya (2020) A cross-country study of motivations for eWOM continuity in review sites: Do cultural values matter? PhD thesis, Queensland University of Technology. 34 Lewis, Kelly M. (2020) Digitally mediated martyrdom: The visual politics of posthumous images in the popular.Learn More
This thesis aims to develope a construct such as transparency to effectively capture the free information flow between firms or their brands and consumers. Two questions are answered. First, how can consumer-brand communication be more effective, and thus lead to positive consumer affective and behavioral responses?Learn More
EWOM represents a new form of communication between the receiver and the sender, where the sender will not necessarily receive a return communication from the sender, this feature was adjusted from the original model. In the same way, other important aspects were included in this study, such as WOM influence (independent and predictor variable), attitude (independent and predictor variable.Learn More
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A thesis for the degree of Doctor of Philosophy By Ratthanava Tivaratchai Brunel Business School Brunel University December 2018. 2 Abstract Social Media (SM) applications allow users to communicate with various types of information about goods and services in the form of electronic word of mouth (eWOM). Applications such as Facebook, Twitter, Google and YouTube are currently ranked as the.Learn More
PhD thesis, University of Reading Text - Thesis. Focusing on the theory and practice of realising the substantial value of the digital resources, this thesis explores the impact of eWOM on consumer behaviour and help to understand the online consumer reviews on social networking sites. Most e-commerce websites provide social networking services that allow users to add friends or follow.Learn More
My PhD thesis involves theoretical framework to analyse user’s consumption related posts engagement on social media with establishing conceptual framework. To analyse consumer’s particular online.Learn More
Thesis Proposal Managing social media resources across the organization: building a framework for encompassing social media management from the operational to the strategic level April 2017 Marjan Mohammadreza, PhD Student Department of Management School of Business and Social Sciences Aarhus University.Learn More
This dissertation explores simply how much consumers have problems with online reviews when making their purchase decisions. Recent academic studies declare that eWOM by means of online reviews will influence sales in the product additionally to service. Factors for example source credibility, argument strength and community trust inside the online context are key influencers round the.Learn More
Individuals create eWOM messages to fulfill a variety of needs such as impression-management, emotion regulation, information acquisition, social bonding, and persuasion (Berger, 2014). While currently we have a strong understanding of eWOM, we can have a more robust picture by examining eWOM messages among friends on social media. To this end.Learn More