Antecedents of positive word-of-mouth on social media
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Word-of-mouth is positive or negative communication between customers. Word-of-mouth has been recognized as an effectiveand credible marketing source but stillrecognizedas the least understood marketing strategy. The, for companies actuable, elements of quality, interaction and service recovery are argued to influence satisfaction and word-of-mouthin general while their effect onword-of-mouth onsocial mediais not known.
Facebook is the biggest social media today and itfacilitates communicationbetween users. The messages are spread among friends and thus perceived by the receiver as trustworthysince it is not of commercial nature. The reasons whyword-of-mouth are spread on social media were investigated throughFacebook. Bymappingthe antecedents of positive word-of-mouthon social mediaitis also possible to guideline relationship marketingsince satisfaction is connected to both relationship marketing and word-of-mouth. Hence, the purpose of this study wasto examinethe impact of the relationship marketing elements quality, interaction and service recovery for triggering positiveword-of-mouth on social media.
272 respondents, who historically had written positive comments about companies on Facebook, answered a questionnaire. The results showed that qualityhad the highest impact on satisfaction. The relationship marketing element qualitywas confirmed to have an impact onword-of-mouth on social media. It wasalso shown that interaction has the highest potential to be a word-of-mouth trigger on social media if the customer perceivedthat it was performed at a good or better than expected level of the elementstested. The relationship marketing element interaction can therefore be seen as a very important aspect fortriggeringword-of-mouth on social media. The relationship marketing element service recovery is supported as an important aspect for triggering word-of-mouth on social mediaas well.The better relationship marketing is performed the more satisfaction will be triggered,which in turn will lead to word-of-mouth on social media.
Place, publisher, year, edition, pages
2012. , 110 p.
quality, interaction, service recovery, satisfaction, word-of-mouth, word of mouth, WOM, social media, facebook, relationship marketing
IdentifiersURN: urn:nbn:se:lnu:diva-19111OAI: oai:DiVA.org:lnu-19111DiVA: diva2:529584
Subject / course
Business Administration - Marketing
Marketing Programme, 180 credits
UppsokSocial and Behavioural Science, Law
Sandell, Michaela, Lecturer
Oghazi, Pejvak, PhD