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The Impact of User Comments on Consumer Brand Attitude: An Empirical Study of Different Facebook User Groups
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School.
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School.
2016 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Social Media has become an increasingly important part of people’s everyday life. With the rise of social networks, brands have discovered ways to use this phenomenon to their advantage. Providing a novel two-way communication between a brand and consumers, Social Media networks are a tremendously powerful tool to build strong and sustainable consumer-brand relationships. With Firm Generated Content (FGC) and User Generated Content (UGC) alike the interaction between these two entities is stronger than ever. While this is mostly perceived as very positive and beneficial for consumers brand attitudes and the overall brand equity, it also comes with possible pitfalls. While some firms fail to participate on Social Media in an attractive way, others are facing the increasing problem of negative user comments on their page. This thesis aims to critically evaluate the effects negative user comments could have on consumers’ brand attitudes, using the examples of H&M and Facebook. Throughout the literature review various topics have been assessed. Moreover a web-survey was conducted to gain direct consumer insights on the matter. The findings were statistically analyzed using the software SPSS. After the discussion of the findings, concluding recommendations can be found that shall benefit fellow marketers and brands when implementing Social Media into their communication strategy.

Place, publisher, year, edition, pages
Keyword [en]
Social Media, Brands, Brand Attitude, Brand Equity, Consumer-Brand Relationship, FGC, UGC, Digital Word-of-Mouth, Negative Comments
National Category
Business Administration
URN: urn:nbn:se:kau:diva-43286OAI: diva2:938371
Educational program
Masterprogram i marknadsföring: Master 120 hp
Available from: 2016-06-20 Created: 2016-06-16 Last updated: 2016-06-20Bibliographically approved

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Karlstad Business School
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