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Hur och varför används eWOM av medlemmar på ett Brand Community på Facebook?: En fallstudie av Fredagspoddens vänner
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Social media is an important part of today's society and Facebook has become a place where more and more companies are being seen. With this, Facebook Brand Communities (BC) has become more common and a part of this phenomenon means that members use of electronic Word of Mouth (eWOM) has become important for the consumers and also for the company. In this paper, we investigate how and why eWOM are being used on Fredagspoddens vänner, a BC on Facebook that can be connected to several brands, such as Daisy Grace and Perfect Day Media, and that today has over 10 000 members. The investigation is based on the eight factors for motivating eWOM among users that Hennig-Yhuraus et al. (2004) describes in their article. These are: platform assistance, ventilating negative feelings, concern for other users, positive self-improvement, social benefits, economic driving force, helping the company and seeking advice. Theories on posters and lurkers are also being used, as user behavior is shown to depend on the type of user being investigated. In order to answer the question, a case study has been conducted containing three methods: observation, questionnaire and interview. Respondents for all methods have been members of the community. The result shows that members of the community can not only be divided into user groups of posters and lurkers, but that another user group, likers, are required to define the members that are somewhere between these two completely different user groups. It also emerged that connection between members is important for the members of the community and that eWOM is commonplace, both in terms of negative and positive parts of the community.

Place, publisher, year, edition, pages
2017. , p. 53
Keywords [en]
eWOM, Brand Community, Facebook, Posters, Lurkers, Likers
National Category
Engineering and Technology
Identifiers
URN: urn:nbn:se:sh:diva-34393OAI: oai:DiVA.org:sh-34393DiVA, id: diva2:1177989
Subject / course
Media Technology
Uppsok
Technology
Supervisors
Examiners
Available from: 2018-01-26 Created: 2018-01-26 Last updated: 2018-01-26Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Language
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Output format
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