Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Electronic Word-of-Mouth through Social Networking Sites: How does it affect consumers?
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2012 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Researchers, companies and managers have for a long time accepted word-of-mouth as being a crucial marketing activity, since it is extremely effective in shaping consumers’ attitudes and behaviour. Nowadays, the Internet has become a major part of many peoples’ daily lives, and social networking sites attract millions of individuals from all around the world. Because of this, word-of-mouth has shifted to the digitalized world and a new term has been developed, namely electronic word-of-mouth. Electronic word-of-mouth has been recognized to generate the same benefits to companies as word-of-mouth. Due to the growth of the Internet and social networking sites, electronic word-of-mouth has the power to reach more people and is therefore perceived as more influential. This makes electronic word-of-mouth along with social networking sites, two concepts to acknowledge. Thus, for companies to make the most out of them, they need to gain the necessary knowledge.  The purpose of this research is to analyse how consumers are affected by electronic word-of-mouth through social networking sites.

 

In the specific area, a research gap was noticed, namely, how electronic word-of-mouth through social networking sites affects consumers’ product perceptions and purchase intentions. Based on this gap, six hypotheses and a research model were conducted. The empirical data was collected via questionnaire, where the majority of the respondents were within the target group, which was students, aged 18-24.

 

It was revealed through the results, that electronic word-of-mouth through social networking sites has a direct positive effect on both consumers’ product perceptions and purchase intentions. In addition, age and gender were found to have a moderating effect on the relation between electronic word-of-mouth through social networking sites and product perceptions, as well as purchase intentions. Finally, it is argued that managers should take electronic word-of-mouth through social networking sites into consideration, and adopt it in their marketing tactics. 

Place, publisher, year, edition, pages
2012. , 91 p.
Keyword [en]
electronic word of mouth, social networking sites, product perception, puchase intention
National Category
Economics and Business Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-19447OAI: oai:DiVA.org:lnu-19447DiVA: diva2:530710
Presentation
2012-05-29, 14:03 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-06-11 Created: 2012-06-04 Last updated: 2012-06-11Bibliographically approved

Open Access in DiVA

Electronic Word-of-Mouth through Social Networking Sites: How does it affect consumers?(1456 kB)8886 downloads
File information
File name FULLTEXT01.pdfFile size 1456 kBChecksum SHA-512
f358dcc4b828e271c393d2f0388dda739af213d71e36a8233992dc496d096fe90bffe851ec5c79a2e89908a745a2b35d6b97ea7ca3547338b724ccd8508ef73b
Type fulltextMimetype application/pdf

By organisation
Linnaeus School of Business and Economics
Economics and BusinessBusiness Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 8886 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 917 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf