Virtual communities have become more and more popular in the Internet world. Members of a virtual community can disseminate information rapidly to create word- of-mouth (WOM) effect in marketing. Therefore, in-depth studies of the increase use of word-of-mouth marketing in the electronic world become more important. The object of this study is to use "the virtual book club¡¨, as the subject to investigate the factors that may affect member attitudes by the word-of-mouth. Four main factors were included in the research framework as independent variables, which are the knowledge of the message sender, knowledge of the receiver, quality of the message, and relationship strength between the sender and the receiver. Trust between the sender and the receiver is treated as a mediating factor. The dependent variable is the receiver¡¦s attitude. A quasi-experimental design was conducted and the findings include the following: 1. The knowledge level of the send can significantly affect the trust of the receiver. 2. The strength of the relationship can significantly affect the trust. 3. The quality of the message content can significantly influence the receiver¡¦s attitude.

When an individual experienced that the assumptions are different with the ones when he/she made decisions, and if the actual or imaginational current situations might be better given the information then, a kind of negative emotion named ¡§regret¡¨ emerges. Previous studies found that regret played similar roles in terms of satisfaction, repurchase behavior and intention of complain: regret lowers the satisfaction and repurchase behavior, and indirectly affects the intention of complain through low satisfaction. However, different results are found in the realm of willingness of word-of-mouth communications. Thus, this research combines the work of Zeelenberg & Pieters (2004a) and daily observations for the sake of discussing whether impression management factors causes consumers not to conduct negative word-of-mouth communications albeit regretting their previous decisions ¡V or even carry out positive word-of-mouth communications in extreme cases. The study served scenario design as the main method. Experiment 1 was used in determining the relation between subjects¡¦ word-of-mouth communication behaviorsand their level of regret. The decision category ¡§switch and maintain¡¨ is an indicatorof the subjects¡¦ level of regret. The results indicate that when subjects perceive¡§higher level of regret if experienced¡¨ (i.e. the decision category of switch), theywould possess significantly higher level of effect in word-of-mouth communications then subjects in the other category. The thesis added impression management in experiment 2, they are ¡udependence¡vand¡uself-monitoring¡v, in order to test whether would subjects be affected due to impression management behaviors in terms of the willingness to conduct negative word-of-mouth communications. The results indicate that whether the decision categories or level of experienced regret are served as the measurement of emotions, ¡§level of dependent¡¨ and ¡§level of self-monitoring¡¨ play significant harmonizing roles in communicating negative word-of-mouth information. Significant decrease of such willingness is found in the category of high level of dependent.

To make informed buying decisions, online consumers increasingly turn to online product review systems, or electronic word-of-mouth systems (EWOMSs). Previous studies suggest that EWOMS designs can determine consumer behavior. Even some tiny changes, such as background color or picture, can greatly affect consumers’ buying behavior. Hence, it is critical to investigate how designs of EWOMS influence online consumers’ buying behavior. This research develops a theoretical model of the effects of EWOMS designs on consumer purchase behavior. We conducted a study using experiments to test and validate the proposed theoretical model. Our findings indicate that online purchase behavior within EWOMSs can be enhanced by three conditions. First, perceived value should be enhanced by a design that ensures that the first review encountered by consumers is positive. Second, confidence in judgment about value should be increased by displaying the most helpful reviews first. Last, consumers’ emotional states should be enhanced by using a design that facilitates the processing of reviews. Such a design could further positively impact consumers’ confidence. This research not only enhances our understanding of the effects of EWOMS designs but it also contributes to consumer behavior research by studying the effects of confidence in judgment about value. In addition, this research makes important contributions to ecommerce companies, online consumers, and policy makers. / published_or_final_version / Business / Doctoral / Doctor of Philosophy

Syfte och frågeställningar: Syftet är att belysa hur ICA och Lidl kommunicerar och marknadsför sig via Facebook, samt att se huruvida de även använder det för att skapa mer symmetriska band med sin publik. Frågeställningar berör vilka mönster som finns i kommunikationen och hur interaktionerna mellan företagen och de som kommenterade ser ut. Metod och teori: En kvantitativ innehållsanalys och en kvalitativ textanalys har används i uppsatsen. Materialet består av Facebook-inlägg från respektive företag, samt tillhörande kommentarer. Dessa har analyserats med hjälp av teorier inom kommunikation, marknadsföring, retorik samt tidigare forskning kring inlägg företag lägger upp på Facebook och hur det påverkar läsarens beteende. Resultat: Facebook användes främst som ett marknadsföringsverktyg av bägge företagen. Innehållet i en viss del av inläggen som lades upp tydde på en vilja att bjuda in till dialog. Lidl och ICA verkade dock vara selektiva angående vilka inlägg de besvarade. Negativa kommentarer fick i flera fall inget svar Rent retoriskt präglades både ICA och Lidl:s språk främst av logos. Utifrån urvalet som studerades gick det inte att säga att de bedrev symmetrisk tvåvägskommunikation. Intentionerna finns dock där till viss del – men i sådana fall behöver både ICA och Lidl ställa fler öppna frågor till läsarna och även bemöta de mer negativa kommentarerna mer konsekvent. Dålig eller utebliven respons ökar risken för negativ word-of-mouth – vilket potentiellt kan försämra relationen med deras kunder.

Kristinehamn, en mindre ort belägen vid Vänerns nordöstra skärgård, en plats med många resurser  i den lokala naturen och kulturen. En plats med stora möjligheter och utvecklingspotential till att bli en mer välbesökt destination.   Därför har jag valt att i denna studie undersöka hur Kristinehamn som varumärke samt destination väljer att marknadsföra sig på sociala medier. För att göra en kartläggning av vad som i dagsläget saknas i Kristinehamns kommuns marknadsföring med ett fokus på de sociala medierna Facebook, Instagram och Twitter har jag tagit hjälp av olika teorier som stödjer det valda ämnet. För att ha möjlighet att besvara det valda syftet och frågeställningarna har jag i denna studie använt mig av en empirisk undersökning, en intervju samt en observation. Denna studie berör Kristinehamn kommuns marknadsföring på de internetbaserade fenomenen sociala medier, med ett fokus på hur kommunen väljer att attrahera nya besökare till destinationen Kristinehamn.   Studien har skapat en större kunskap om det behandlade ämnet. Studien har även kunnat konstatera, med olika teorier som hjälp, att en mer omfattande närvaro samt en mer utvecklad marknadsföring på de tre sociala medierna skulle generera fler besökare till kommunen. Detta som en kompletterande del till den marknadsföring som idag tar plats i tryckta broschyrer och tidningar samt på den egna officiella hemsidan visitkristinehamn.se. Marknadsföring på Internet, har i denna studie med hjälp av flera teoretiker, kunnat konstateras vara ett effektivt sätt att snabbt och enkelt sprida information till en större grupp människor, kundsegment som kanske inte varit påtänkta innan.

Background: The digital world of today alters the way consumers search, communicate, and perceive information significantly. Specifically, the traditional word-of-mouth, which refers to the exchange of information between consumers about products and brand, has become digitalized. This transforms word-of-mouth into electronic wordof-mouth, which serves as a user-generated information resource and can be accessed through various social media platforms. Problem: The ubiquitous presence of social media platform usage increases consumer’s exposure to electronic word-of-mouth reviews of goods and services. Previous studies primarily emphasized the effect of eWoM review quality and credibility, but neglected the reviewers that create the content of these reviews. Purpose: The purpose of this study is to examine the influence that eWoM reviewers exert on Millennials’ purchasing behaviors. Method: A positivist approach was utilized together with a deductive approach in this quantitative study. A self-completion questionnaire which was distributed online, and the data collected from the respondents of it served as the primary data with academic literature serving as secondary data. The analysis of the data was processed in SPSS. Conclusion: The findings of this study show eWoM reviewers and their social currency affect the purchasing behaviors of Millennials. Furthermore, the study showed that the nature of the influence of eWoM reviewers was directed at entertaining, educating, and persuading Millennials rather than acquainting them with new products.

The goal of this thesis is to investigate the effects of different hotel response strategies to negative user-generated electronic word of mouth on online travel guide sites and subsequently to identify managerial implications that would lead to an effective online review management in the hotel industry. Three basic response strategies to a negative review were identified: no-response strategy, defensive response strategy and accommodating response strategy. An experimental research method with 240 respondents proved that accommodating response to a negative review has positive impact on customer's perception of a hotel. The most negative perception was observed by the defensive response strategy. The results of this experimental research were confirmed in a Mann-Whitney U-test.

Aim: The purpose of the study is to gain an understanding of the most effective factors in service recovery that companies apply when managing negative eWOM.  Method: With the help of a qualitative cross-sectional study based on a deductive research approach, five semi-structured interviews were conducted with marketing managers.  Conclusion: The results show that companies in this study use several components in the theory of service recovery to deal with negative eWOM. The most popular and advantageous methods that the majority of respondents use, to manage negative eWOM in the most optimal way, are done primarily by responding to criticism and preferably at an early stage, as well as an application of psychological recovery methods such as apologizing and showing empathy. Less popular factors in service recovery that companies in the study do not experience are as effective , but which some respondents use are concrete compensations, systems similar to web care, to maintain a continuous dialogue with their consumers and ensure that the same problems do not arise. / Syfte: Syftet med studien är att få en förståelse för de effektivaste faktorerna inom service recovery som företag tillämpar vid hantering av negativ eWOM. Metod: Med hjälp av en kvalitativ tvärsnittsstudie baserad på en deduktiv forskningsansats har fem semistrukturerade intervjuer genomförts med marknadsföringsansvariga. Slutsats: Resultatet visar att företag i studien använder sig av flera komponenter i teorin om service recovery för att hantera negativ eWOM. De populäraste och fördelaktigaste metoderna som majoriteten av respondenterna använder, för att hantera negativ eWOM på det mest optimala sättet, sker främst genom att bemöta kritik och helst i ett tidigt skede, samt en tillämpning av psykologiska återhämtningsmetoder såsom att be om ursäkt och visa empati. Mindre populära faktorer inom service recovery som företag i studien inte upplever är lika effektiva, men som vissa respondenter använder, är konkreta kompensationer, system som liknar webbvård, att upprätthålla en kontinuerlig dialog med sina konsumenter och se till att samma problem inte uppstår.

This study examined the impacts of service guarantees in terms of consumers' perceived risks, loyalty, and word-of-mouth intent in the casual dining restaurant segment. In addition, the study investigated what type of service guarantee consumers preferred. A total of seven research hypotheses were developed on the basis of relevant literature review. In an effort to test the research hypotheses, a scenario method was developed. A total of seven research scenarios were created based on the Virginia Tech web survey system, which allows subjects to complete the survey online. The subjects of the study were Virginia Tech Faculty. The scenarios were sent to faculty members via e-mail during the month of September. The results of the study are striking: 5 research hypotheses are supported, 1 research hypothesis is partially supported, and only 1 research hypothesis is rejected. The results of the study suggest that a well-executed service guarantee could reduce consumers' perceived risks, raise consumers' intent to complain, and increase positive word-of-mouth and loyalty. Furthermore, the results of the study indicate that a specific service guarantee is much more effective in reducing consumers' perceived risks, and increasing consumers' intent to claim initial service failures, in comparison to those of an unconditional service guarantee in the casual dining restaurant industry. On the other hand, a service guarantee which was executed poorly resulted in reducing consumers' loyalty and increasing consumers' negative word-of-mouth. In addition, the results of the study suggest that a service guarantee offered by independent restaurants could be a competitive advantage over a brand restaurant not offering a service guarantee. Overall, the results of the study suggest that a carefully designed, specific service guarantee could be a competitive advantage for independent restaurant operators in the competitive business environment. / Ph. D.

Syfte: Kundlojalitet är viktigt för företags framgång då det medför återkommande kunder. Negativ word-of-mouth (NWOM) är något som kan påverka kundlojaliteten och därför är det intressant att studera förhållandet mellan dessa. Därav är syftet med denna studie att bidra med kunskap om negativ word-of-mouths påverkan på kundlojaliteten gentemot snabbmatskedjor. Denna studies forskningsfrågor är “Hur och i vilken utsträckning påverkar negativ word-of-mouth kundlojaliteten gentemot snabbmatskedjor?” samt “Hur påverkar negativ word-of-mouth attitydbaserad- respektive beteendebaserad lojalitet gentemot snabbmatskedjor?”. Metod: Vi har i denna studie haft ett deduktivt tillvägagångssätt och genomfört en kvantitativ undersökning. Dataunderlaget till studien har samlats in genom enkäter som skickats ut via sociala plattformar. Totalt har 318 enkätsvar inkommit vilka har kodats och analyserats. Analysen har genomförts med hjälp av statistikprogrammet SPSS. Resultat och slutsats: Resultatet av denna studie tyder på att NWOM har effekt på kundlojaliteten, dock i liten utsträckning. Vidare framkommer det att både den attitydbaserade- och den beteendebaserade lojaliteten har förändrats. Men att den attitydbaserade lojaliteten har minskat mer än den beteendebaserade lojaliteten till följd av NWOM. Examensarbetets bidrag: Studien bidrar med kunskap om NWOM och dess påverkan på kundlojalitet inom snabbmatsbranschen. Denna studies resultat visar att kundlojalitet påverkas negativt av NWOM, dock i lite utsträckning. Detta stämmer överens med tidigare studier som har gjorts inom området. Resultatet indikerar vidare att både den attitydbaserade- och beteendebaserade lojaliteten påverkas av NWOM, samt att det finns ett samband mellan den attitydbaserade- och beteendebaserade lojaliteten. Förslag till fortsatt forskning: Ett förslag till fortsatt forskning är att genomföra en liknande studie som denna studie men att den studien istället handlar om en annan form av snabbmatskedjor. Ett annat förslag till fortsatt forskning är att fokusera på attitydbaserad- och beteendebaserad lojalitet samt hur dessa påverkas av NWOM. / Aim: Customer loyalty is important for companies because it results in returning customers. Negative word-of-mouth (NWOM) can affect customer loyalty and therefore it is interesting to examine the relationship between the two. Therefore, the aim of this study is to contribute with knowledge about word-of-mouths effect on customer loyalty towards fast-food chains. This study's research questions are “How and to what extent does negative word-of-mouth affect customer loyalty towards fast-food chains?” and “How does negative word-of-mouth affect attitudinal and behavioral loyalty towards fast-food chains?”.  Method: In this study we had a deductive approach and have done a quantitative analysis. The data for the study has been collected through surveys that have been distributed via social platforms. A total of 318 survey answers have been received which have been coded and analyzed. The statistical program SPSS was used to analyze the data.  Result and Conclusions: The result of this study shows that NWOM influences customer loyalty, but to a small extent. Furthermore, the results show that both attitudinal and behavioral loyalty has changed. But the attitudinal loyalty has decreased more than the behavioral loyalty because of NWOM. Contribution of the thesis: This study contributes with knowledge about NWOM and its effect on customer loyalty in the fast-food industry. The result of this study shows that customer loyalty is negatively affected by NWOM, but to a small extent. This result corresponds with previous studies that have been done within this field. The result also shows that both the attitudinal and behavioral loyalty is affected by NWOM, and that there is a relationship between attitudinal and behavioral loyalty. Suggestions for future research: A proposal for future research is to do a similar study but to examine another form of fast-food chain. Another proposal for future research is to focus on attitudinal and behavioral loyalty and how they are affected by NWOM.