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
Online Reviews - What Motivates You?: A qualitative study of Customers' Motivation to Write Online Reviews 
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: To understand the consumers’ motivation to write online reviews is of importance, especially for companies since a large number of reviews have a positive influence on sales. Previous research has been done regarding what motivate consumers to provide user generated content, online word of mouth and also, to some extent, online reviews. However, these studies have primarily been adopted in a quantitative manner. To explore, from customers’ own perspective, the motivation to write online reviews is therefore valuable to add depth to the existing literature.

Purpose: The purpose of this study is to explore customers’ motivation to write online reviews.

Research question: What factors motivate customers to write online reviews?

Methodology: The design of the research is a case study where the data collection method was conducted by semi-structured interviews.

Conclusion: The result of this study shows that customers’ motivation to write online reviews is due to a variety of situations. The customers are motivated to write to enhance their selfimage, helping both customers and companies, and in some situations to even harm companies. Also, customers were motivated to write to obtain economical incentives. The features of the platform are important, where easiness and the opportunity to be anonymous were preferred.

Place, publisher, year, edition, pages
2015. , 94 p.
Keyword [en]
Motivation, motivational factors, online reviews, user generated content, electronic word of mouth
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-44501OAI: oai:DiVA.org:lnu-44501DiVA: diva2:821836
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2015-06-16 Created: 2015-06-15 Last updated: 2015-06-16Bibliographically approved

Open Access in DiVA

fulltext(1020 kB)350 downloads
File information
File name FULLTEXT01.pdfFile size 1020 kBChecksum SHA-512
b68395e6bd9ecceba9795f5417a07ca251f8af892f17e8729006aaad8c196d02ef96b4ef4d7ca5c9c3b11c890811334e730a218befdd4bbdbb98d010f6c27542
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Dahlgren, SaraJohnson, AmelieLiljenberg, Caroline
By organisation
Department of Marketing
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 350 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: 773 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