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Consumer ratings-reviews and its impact on consumer purchasing behavior
KTH, School of Computer Science and Communication (CSC).
2017 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesisAlternative title
Kundrecensioner och dess inverkan på kundernas köpbeteende (Swedish)
Abstract [en]

Storytelling is one of the most creative, powerful and effective tools of modern marketing strategies and communication. Due to the expansion of social media, storytelling has become a popular marketing and sales tool that may affect consumer behavior. This research has been conducted from a storytelling perspective with the purpose of finding the correlation between consumer reviews and consumer purchasing behavior. This study focuses on consumer stories which are reflected in terms of product reviews and ratings. Where the correlation between these reviews and ratings and their effects on overall product sales are investigated. The study answers the question, “If reviews & rating have a correlation with consumer purchasing behavior in digital marketing, and if so then how this correlation could be defined?”

The data collection and tests have been conducted in a practical environment. The German online stores have been used as the main mode of data collection. Depending on the nature of the data, the quantitative analysis approach has been adopted. By conducting real-time sales data tests, this study fills the gap in previous consumer research studies. The in-depth analysis of results show the correlation between consumer reviews and product sales. The results have revealed that consumer reviews may influence overall product sales and help a consumer in purchasing decision.

Abstract [sv]

Storytelling är ett av de mest kreativa, kraftfulla och effektiva redskapen i modern marknadsföring. På grund av den ökande användningen av sociala medier har storytelling blivit ett populärt redskap för att påverka konsumenternas beteende. Denna studie har utförts från perspektivet av storytelling med syftet att finna en korrelation mellan kundrecensioner och kundernas köpbeteende. Studien fokuserar på kundernas historier som reflekteras i recensioner och betyg, där korrelationen mellan recensioner och betyg och övergripande försäljning undersöks. Studien syftar till att besvara frågan ”Om recensioner & betyg har en korrelation med kundernas köpbeteende i digital marknadsföring, och om så hur kan korrelationen definieras?”

Datainsamlingen och testandet har utförts i en praktisk miljö. Tyska online butiker har använts som huvudsaklig metod för datainsamling. På grund av strukturen på data har en kvantitativ analys metod använts. Genom att genomföra tester i realtid, har denna studie kompletterat tidigare forskning kring kundbeteende. Den fördjupade analysen av resultaten visar att det finns en korrelation mellan kundrecensioner och försäljning. Resultaten har visat att kundrecensioner kan påverka försäljningen av produkter och hjälpa en konsument i ett köpbeslut.

Place, publisher, year, edition, pages
2017. , p. 20
Keyword [en]
Consumer, Reviews and Ratings, Storytelling, Consumer Purchasing Behavior, Product Sales, Online Shops, Ecommerce, Consumer Trust
Keyword [sv]
Kundrecensioner, kundernas köpbeteende, Storytelling, Digital Marknadsföring
National Category
Media and Communication Technology
Identifiers
URN: urn:nbn:se:kth:diva-219309OAI: oai:DiVA.org:kth-219309DiVA, id: diva2:1162127
Subject / course
Media Technology
Educational program
Master of Science - Media Technology
Supervisors
Examiners
Available from: 2017-12-22 Created: 2017-12-03 Last updated: 2018-01-13Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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Language
  • de-DE
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  • en-US
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Output format
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