Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 20 of 197 for “"word of mouth"”.
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Understanding information communication in word of mouth behaviours
Word of Mouth (hereafter, ‘WOM’) communication is one of the most pervasive and influential mediums consumers use to learn about products and services in markets (Alexandrov & Sherrell, 2006; Balter, 2008; Cotte, Coulter, & Moore, 2005; Grewal, Gotlieb, & Marmorstein, 1994; Whyte, 1954). Despite …
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Modeling spread of word of mouth on Twitter
Twitter is a popular word-of-mouth microblogging and online social networking service. Our study investigates the diffusion pattern of the number of mentions, or the number of times a topic is mentioned on Twitter, in order to provide a better understanding of its social impacts, including how it …
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The Effects of Electronic Word-of-Mouth: An Exploratory Study.
Although marketing and advertising professionals tend to believe the effectiveness of electronic word-of-mouth (eWOM), few studies have confirmed the eWOM effects. Therefore, this study conducted a test of eWOM effects in a laboratory experiment. Subjects were randomly assigned into three groups: …
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Employee-Based Brand Equity and Word-of-Mouth Product Referrals.
While the benefits of employee-based brand equity (EBBE) drive value to an organization, employees are often an over-looked asset in the overall marketing mix. Word of mouth (WOM) communications is one of the oldest and most trustworthy sources of advertising, yet little is known about the factors …
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Brand Defence: Consumers’ Word-of-Mouth Behaviour Towards a Loved Brand
The aim of this doctoral research was to ‘critically explore brand love and brand defence in consumer-brand relationships by considering the question: can consumers go beyond positive word-of-mouth, and/or brand advocacy to defend their loved-brands against criticism?’ In achieving the research …
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Word of mouth and marketing : influencing and learning from consumer conversations
… contains three separate essays that deal with word of mouth. In the first essay, "Promotional Chat on the Internet," we analyze the firms' incentives to anonymously supply positive reviews of products in chat rooms and other recommendation sites. This, in turn, lowers the credibility of word of …
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Understanding Positive Electronic Word-of-Mouth Intention: A Conceptual Model For Hotels
… the underlying constructs and mechanisms of the generation of positive hotel electronic word-of-mouth (eWOM), this study developed a comprehensive model that explains why consumers engage in positive eWOM generation about hotels and what triggers such behaviors. To develop a conceptual …
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THEORIES OF REVIEWER-OBSERVER DYNAMICS IN ONLINE MULTIMODAL WORD-OF-MOUTH COMMUNICATION
… clear. This dissertation takes a holistic view of this reviewer–observer dynamic, examining how consumers create and interpret word of mouth (WOM) across visual and emotional forms of communication. The first essay, “How Consumers Photograph Products for Positive versus Negative Reviews,” …
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ELECTRONIC WORD-OF-MOUTH: APPLICATIONS IN PRODUCT RECOMMENDATION AND CRISIS INFORMATION DISSEMINATION
Electronic word-of-mouth (eWOM) plays a central role starting from product recommendations to social awareness, which is the quintessence of this thesis. It contains three essays. The first one aims to study how eWOM, in the form of user comments, is beneficial in recommendations of high-scale …
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Exploring the relationship between organisational culture, brand, and word-of-mouth referral
… affects organisational performance in a myriad of ways, but the existing research was found by this paper to only examine organisational culture’s effect on profitability. This narrow view creates a gap between culture as a starting point for performance, and profitability as an ultimate …
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Three essays on online word-of-mouth and user behavior in online environments
Online word-of-mouth (WOM) plays a vital role in shaping consumer behavior and firm performance in digital environments. While prior research has made substantial progress in understanding the influence of online reviews and textual content, important gaps remain regarding the role of visual …
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An Investigation of Consumer Reactions to Negative Word-of-Mouth on the Internet
Recipients of negative WOM evaluated whether the negative WOM event was consistent with their prior knowledge about the company and they made attributions about what caused the negative WOM event. The concepts of consumer socialization, perspective taking, and naive economics, are discussed to …
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An Examination of Consumers' Selective Word-of-Mouth Communication Process and its Consequences
This research proposes that consumers often selectively communicate their product knowledge with one another in order to achieve different interpersonal goals or to meet situational demands; as a consequence of this selective message construction process, the communicators' recollections of the …
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IMPACTS OF SOCIAL MEDIA COMMUNICATION ON CUSTOMER PRODUCT ATTITUDE AND POTENTIAL FOR WORD-OF-MOUTH
… hedonic and utilitarian considerations, and that word-of-mouth is an effective strategy to influence consumers’ attitudes. However, few studies have been involved in how social media messages affect consumers when two different groups of people generate them for either hedonic or utilitarian …
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Observer Retaliation: How Apology Components Affect Observing Customers' Negative Word-of-Mouth and Patronage Intentions
An apology is a standard expression often articulated by someone who has wronged another. Prior service failure and recovery literature has explored the impact uncivil acts and subsequent recovery efforts in a service environment, although this research has been focused on the involved customer’s …
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Pengaruh experiental marketing terhadap word of mouth secara Islami: Studi pada Kafe Kopinion Pizza & Malang
… mengenai pengaruh experiental marketing terhadap word of mouth ini dilakukan untuk mengetahui apakah experiental marketing yang dilakukan dapat langsung menggerakkan word of mouth tanpa harus terbentuk loyalitas konsumen terlebih dahulu. Penelitian ini menggunakan pendekatan kuantitatif, studi …
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The impact of online word of mouth on consumer decision-making: the case of cinema audiences
… contributes to the knowledge on the impact of word of mouth on consumer decisions and the manner by which consumers learn from it. Using a sample of 132 motion pictures released between April and September 2010 and more than 38,000 online ratings from a social network, word of mouth is …
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