This paper extends the understanding of the word of mouth (WOM) concept and its new role within social media and thereafter analysing the impact that electronic WOM (eWOM) has on marketing campaigns. Quantitative descriptive research was employed, using the tweets that were part of the Vodacom Twitter network. This data was used to analyse the differences of activity and sentiment within the tweets. The collection of tweets were then measured against a proxy, Vodacom’s rebranding campaign. The researcher was able to identify the impact of the rebranding campaign on consumers through the changes in the responses before, during and after the campaign. The research found that the rebranding campaign resulted in higher levels of engagement between consumers and the brand. During the rebranding process, negative sentiments were lowered, however the end result of the campaign left consumers with more negativity regarding the branding. The paper advances marketing practitioners understanding of how WOM and social media play a critical role in today’s marketing. Consumers are no longer bystanders in the marketing process and are instead turning to social media as a source of information as well as a platform to communicate their opinions and attitudes. Copyright / Dissertation (MBA)--University of Pretoria, 2011. / Gordon Institute of Business Science (GIBS) / unrestricted

abstract: When consumers find that something critically out of the ordinary has occurred, they direct attention to evaluate such a critical incident more closely. The results of this evaluation may put consumers on a switching path or it might lead them to engage in unfavorable behaviors from the perspective of the organization, such as engaging in negative word-or-mouth online. The negative consequences of some product (goods or services) failures go beyond simple product attribute defects, leading customers to terminate the relationship with the organization. This dissertation, which is composed of three essays, investigates how consumers engage in negative word-of-mouth on social media channels in response to their various product failures and explores an important relationship event of betrayal, which can be triggered by certain product failures. It investigates how betrayal is perceived by customers and influences a range of their behaviors across business-to-consumer and business-to-business contexts. / Dissertation/Thesis / Doctoral Dissertation Business Administration 2019

Sammanfattning Titel: Fastighetsmäklarens felhantering Nivå: Examensarbete på Grundnivå (Kandidatexamen) i ämnet företagsekonomi Författare: Adam Fröberg & Ramazan Ra Be Handledare: Akmal Hyder Datum: 2022 – Juni  Syfte: Syftet med uppsatsen är att skapa förståelse för hur enskilda fastighetsmäklare arbetar med service recovery för att åtgärda tjänstemisslyckande, service failure, som uppstår. Metod: Denna studie har tillämpat en kvalitativ forskningsmetod med ett induktivt förhållningssätt. Studiens data har samlats in via semistrukturerade intervjuer och totalt genomfördes åtta intervjuer med fastighetsmäklare. Resultat och slutsats: Studien visar att fastighetsmäklare har en gemensam uppfattning om att när missnöje uppstår är det viktig att ta reda på orsaken till problemet samt lösa det så snabbt som möjligt. Fastighetsmäklarens viktigaste verktyg är kommunikation, i from av, informationsutbyte, tydlighet samt god återkoppling. Åtgärdens snabbhet och initiering är de två viktigaste service recovery åtgärderna för en fastighetsmäklare.  Examensarbetets bidrag: Studien kan nyttjas praktiskt av enskilda fastighetsmäklare som vill jämföra sitt arbetssätt mot andra fastighetsmäklare. På en operativ nivå uppmanar studien till att se över om det finns oönskade arbetssätt hos fastighetsmäklare påmäklarbyrån. Teoretiskt bidrar studien med en beskrivning av fastighetsmäklarensfelhantering samt poängterar de viktigaste service recovery åtgärderna för en fastighetsmäklare. Förslag till vidare forskning: Ett förslag till vidare forskning är att studera hur service recovery hanteras av fastighetsmäklare utifrån kundens perspektiv. Detta är för att belysa kundens version av hur missnöje hanteras. Nyckelord: Service Recovery, Service Failure, Recovery Attributes, Word of Mouth, elektroniskt Word of Mouth

The aim of this degree project is to gain a deeper understanding of how online reviews affect consumers' purchase intentions when purchasing high-involvement products. Exploring the differences of effect between two separate generations of consumers, Generation Z and Millennials. The age intervals have been 18-41, 18-25 for Generation Z consumers and 26-41 for Millennials. This research is utilizing a deductive approach paired with a quantitative research strategy. The primary data collection method has been through an internet-based self-completed questionnaire, whereas the data later on has been analyzed. The analysis has been conducted through the Statistical Package for Social Sciences (SPSS) program allowing for the researchers to perform a series of statistical analyses. From the empirical findings and analysis conducted, it was concluded that all of the hypotheses were disproven and rejected, showing no significant difference. Through SPSS a series of independent sample t-tests were conducted to extract two means for the two generations. The statistical output displayed a higher level of impact on Millennials consumers contrary to the hypothesis, predicting Generation Z’s purchase intentions being significantly more impacted. Through SPSS the researcher have been able to compare how each generation compare against each other in terms of all the variables making up purchase intention (Involvement, Argument Quality, Source Credibility, Information Usefulness), but also performed t-tests to see how their answers differentiate in each question as well. This study could provide marketers with very insightful knowledge about how online reviews affect consumers differently, allowing for adaptation and optimizations.

Date: 3 June 2021 Level: Bachelor Thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Battha Mohammed Jargalsaikhan Erdenebulgan                     (93/06/10)               (99/12/14) Title: The affect of eWOM on the brand image and purchase intention Tutor: David Freund Keywords: Electronic word of mouth (eWOM), word of mouth (WOM), brand image, smartphone Research question: Does eWOM affect a brand image? Purpose: The purpose of this research study is to determine eWOM affects on brand image concerning smartphone industries in Sweden Method: To fulfill the purpose of the research study used quantitative method. The quantitative method is used by applying questionnaires to collect the empirical data to answer the research question. A sample size of 168 respondents was selected and statistical analyses were carried out to show the distribution of the collected data. Conclusion: The study found that there is a strong affect of eWOM on the brand image of the smartphone industry in Sweden. The study concludes that it is important for firms and brands to invest in their technological marketing platforms where they can respond to customer concerns immediately.

Den exogena chocken Covid-19 har påverkat konsumtionsbeteendet vilket givit upphov till en ökad e-handel. Det har resulterat i konsekvenser vad gäller företags användning av influencer marketing och konsumenters osäkerhet vid online handel. Syftet med följande uppsats är därför att undersöka hur Covid-19 har påverkat företags sätt att använda sig av influencer marketing. Rapportens ändamål är även att undersöka hur företag inom modebranschen arbetar med strategin för att minska konsumenters osäkerhet vid köp online. En kvalitativ metod genomfördes i form av semistrukturerade intervjuer med fem respondenter från olika agenturer. Resultatet visade hur Covid-19 har utmanat företagens användning av influencer marketing till följd av det förändrade konsumtionsbeteendet som gjort att företag har uppmärksammat värdet i att finnas på de digitala kanalerna. Det framkom även att influencer marketing, genom dess trovärdiga och genuina innehåll kan reducera den upplevda osäkerheten konsumenter känner vid digitala köp.

Bankbranschen börjar bli mer dynamisk och digitaliserad, vilket har bidragit till att konsumenter lättare kan bli kund hos flera banker. Med 124 banker på marknaden börjar hårdare konkurrens bildas, och tidigare forskning visar på att en kreativ marknadsföring är ett bra sätt att differentiera sig, skapa förtroende och öka kundintentioner. Syftet med studien är att undersöka om en kreativ marknadsföring ökar konsumenters förtroende och kundintentioner i bankbranschen. För att besvara syftet skapades två banklogotyper av en fiktiv bank, en mer kreativ logotyp och en mer traditionell logotyp. Logotyperna lades sedan in i två enkäter, vilka skickades ut till två olika grupper av respondenter.  Studien har en abduktiv ansats och en kvantitativ metod. För att besvara syftet användes förtroende som mediator mellan marknadsföringssätt och kundintentioner (word of mouth, share of wallet och villighet att bli kund), och kön användes som en moderator mellan marknadsföringssätt och förtroende. Studien resulterade i att den mer traditionella logotypen, jämfört med den mer kreativa logotypen, ökade förtroendet till den fiktiva banken vilket i sin tur ledde till ökad kundintention. Modereringen med kön visade att det fanns signifikanta skillnader i män och kvinnors attityd till kreativiteten i logotypen. Män visade sig reagera mer negativt på den kreativa logotypen än kvinnor. Medieringsanalysen resulterade i en full mediering till word of mouth samt share of wallet, och i en partiell mediering till villighet att bli kund. Slutsatsen är att en mindre kreativ marknadsföring är att föredra i bankbranschen samt att förtroende är en viktig del i bankers framgång. / The banking industry is beginning to become more dynamic and digital, which has contributed to  consumers being able to become customers of several banks more easily. With 124 banks in the market, tougher competition is beginning to form, and previous research shows that creative marketing is a good way to differentiate, create trust, and increase customer intentions. The purpose of the study is to investigate whether creative marketing increases consumer confidence and customer intentions in the banking industry. To answer the purpose, two bank logos were created of a fictitious bank, a more creative logotype, and a more traditional logotype. The two logotypes were used in two different surveys, which were sent out to two different groups of respondents.  The study has an abductive approach and a quantitative method. To answer the purpose, trust was used as a mediator between the marketing method and consumer intentions (word of mouth, share of wallet, and willingness to become a customer), and gender was used as a moderator between the marketing method and trust. The study resulted in the more traditional logotype, compared to the more creative one, increased confidence in the fictitious bank, which led to increased consumer intention. The moderating analysis showed significant differences in men ́s and women ́s attitudes towards the level of creativity in the logotype. Men were found to react more negatively to the more creative logotype than women. The mediation analysis resulted in full mediation to word of mouth and share of wallet, and in a partial mediation to the willingness to become a customer. The conclusion is that less creative marketing is preferable in the banking industry and that trust is an important part of banks' success.

Forskningsfrågor: Hur har den digitala utvecklingen förändrat gerillamarknadsföringenspåverkan på varumärkeskännedom? Hur har den digitala utvecklingen förändrat gerillamarknadsföringens påverkan påkundengagemang? Syfte: Arbetet syftar till att undersöka hur den digitala utvecklingen påverkatgerillamarknadsföringens förmåga att öka varumärkeskännedom och engagera konsumenter. Metod: Studien tillämpar en kvalitativ forskningsmetod i form av fokusgrupper, för atterhålla en djupare förståelse för ämnet. Vidare används en tematisk analys för att identifieraåterkommande teman och mönster i den insamlade empirin. Slutsats: Studien påvisar en stark koppling mellan digital gerillamarknadsföring ochvarumärkeskännedom. Däremot framstår sambandet mellan digital gerillamarknadsföring ochkundengagemang svagt, på grund av konsumenters inställning till reklam online. Vid starkvarumärkeskännedom kan dock kundengagemang uppkomma i samband med digitalagerillakampanjer. / Research questions: How has digital development changed the impact of guerrilla marketingon brand awareness? How has digital development changed the impact of guerrilla marketing on customerengagement? Purpose: The study aims to explore how digital development has impacted guerrillamarketing's ability to increase brand awareness and engage consumers. Method: The study employs a qualitative research method with focus groups to gain a deeperunderstanding of the subject. Furthermore, thematic analysis is utilized to identify recurringthemes and patterns in the collected empirical data. Conclusion: The study demonstrates a strong correlation between digital guerrilla marketingand brand awareness. However, the relationship between digital guerrilla marketing andcustomer engagement appears to be weak due to consumers' attitude towards onlineadvertisement. Nonetheless, with strong brand awareness, customer engagement may emergein connection with digital guerrilla campaigns.

Word of mouth is one of the most effective marketing techniques and have been for a long time. Studies have shown a difference in the effect of positive and negative electronic Word of mouth on consumers, the negative electronic Word of mouth have a greater impact on consumers. If companies don’t manage the negative WOM in the right way, they can lose market shares. Therefore, the aim of this study is to gain a deeper understanding on how companies manage the negative eWOM. To answer the issue qualitative interviews were made with five brands from the high involvement industry. An analysis was made with the empirical data and relevant theories. This study shows that with a strong brand and satisfied customers, companies can lower the impact of the negative eWOM.

台灣有很多的新創公司，產業結構以中小企業為主， 2013年台灣中小企業佔全體企業的97.64%；不可否認的是中小企業是台灣經濟的中流砥柱，也是幫助就業與平均分配所得的要角。然而，有超過三成的新設企業在五年以內結束營業，而經濟部2013年所出版的全球創業觀察台灣年報中的調查表示，新設企業在資金周轉不靈或是資源缺乏的情況下，將難以持續營運企業。 當人們再購買產品或是服務之前，多半傾向會去詢問親友或是熟人的意見，有93%的消費者會上網搜尋口碑意見，且有近53%的消費者會上網評論、分享他們的經驗，而當對於商品或服務滿意時，評論的意願會增加。國內外對於口碑效應的研究不在少數，但研究本身多集中在口碑效應的行程以及消費者行為，較少從企業的觀點出發研究口碑管理，如果能夠深入研究口碑管理的操作細節並能夠為新創事業所運用的話，將能夠大大提升資源效率與公司的存活率。 本研究欲探討的問題有三，1. 新創事業在達到穩定期之前如何促進口碑傳播？再者，促進口碑傳播的行為與其成長階段的關係為何？2. 新創事業在達到穩定期之前如何監視口碑？再者，監視口碑的行為與其成長階段的關係為何？3. 新創事業在達到穩定期之前如何回應口碑？再者，回應口碑的行為與其成長階段的關係為何？ 透過深入訪談新創事業-木酢家，並配合相關次級資料的蒐集與整理，本研究獲得以下結論1.新創事業會透過接觸虛擬和實體世界中不同的人際網絡促進口碑傳播。2. 新創事業口碑監視的重點在於，更詳細的了解消費者行為，以及顧客真正想要的產品。3. 口碑回應是對消費者傳達理念的途徑，新創事業再塑造形象時會納入策略的一部分。 / There are many start-up companies in Taiwan, and therefore made the industrial structure full of small- and medium-sized enterprises (SMEs). In the year of 2013, SMEs account for 97.64% of all the enterprises,and are the mainstay of the employment market andthe economy system in Taiwan. However, the data shows that over 30% of SMEs end up in 5 years, the Global Entrepreneurship Monitor (GEM) from the Ministry of Economic Affairs said that the lack of money and resources are the biggest challenge of running a start-up company. When making the decision of buying products and services, people incline to ask for the opinions from friends or acquaintances. The data shows that 93% of the respondents search word-of-mouth informations on the internet, and 53% of them shared their experiences. The more satisfaction they perceived, the more likely they would share the experience. There were abundance of researches in the past studying word-of-mouth, much of them gave discussions on word-of-mouth effects and consumer behaviors, while only a few studying about word-of-mouth management from the enterprise view of point. Despite the power that word-of-mouth contains, if it can be apply by some of the SMEs, it might enhance the efficiency of utilizing resources. This thesis is going to study three questions: 1. How does a start-up company foster word-of-mouth before the company comes to a stabilizing phase? Moreover, what is the relationship between the word-of-mouth foster activity and the growing phases? 2. How does a start-up company monitor word-of-mouth before the company comes to a stabilizing phase? Moreover, what is the relationship between the word-of-mouth monitor activity and the growing phases? 3. How does a start-up company responds to word-of-mouth before the company comes to a stabilizing phase? Moreover, what is the relationship between the word-of-mouth responding activity and the growing phases? The research findings are describe as following:1. A Start-up company foster word-of-mouth by attaching different virtual and physical social networks. 2. The word-of-mouth monitor activity of a start-up company focuses on the comprehension of consumer behaviors and the consumer needs. 3. The word-of-mouth responding activity is a way to convey the belief of the company, it would be a part of the strategy when a start-up company is shaping its image.