The rapid penetration of the Internet and the prevalence of various social media facilitated by new technologies provide new opportunities for how marketing techniques are developed and refined. The creation of viral marketing has been driven by technological innovations and cultural changes. Responding to marketing trends and catering to consumers’ psychological demands and behavioral changes, viral marketing represents the latest online customer-centric marketing (Shukla, 2010). Extending the advertising effects of word-of-mouth (WOM) communication and Internet marketing, viral marketing has demonstrated considerable success and utility in a promotional phase and development process of a product and/or service. This study intends to illustrate the benefits and challenges of viral marketing. The effects and concerns with the adoption of viral marketing are reinforced by previous research and findings from marketer and consumer focus groups. This thesis will contribute to building a theoretical and empirical foundation for viral marketing research and professional practice.

The rapid penetration of the Internet and the prevalence of various social media facilitated by new technologies provide new opportunities for how marketing techniques are developed and refined. The creation of viral marketing has been driven by technological innovations and cultural changes. Responding to marketing trends and catering to consumers’ psychological demands and behavioral changes, viral marketing represents the latest online customer-centric marketing (Shukla, 2010). Extending the advertising effects of word-of-mouth (WOM) communication and Internet marketing, viral marketing has demonstrated considerable success and utility in a promotional phase and development process of a product and/or service. This study intends to illustrate the benefits and challenges of viral marketing. The effects and concerns with the adoption of viral marketing are reinforced by previous research and findings from marketer and consumer focus groups. This thesis will contribute to building a theoretical and empirical foundation for viral marketing research and professional practice.

The rapid penetration of the Internet and the prevalence of various social media facilitated by new technologies provide new opportunities for how marketing techniques are developed and refined. The creation of viral marketing has been driven by technological innovations and cultural changes. Responding to marketing trends and catering to consumers’ psychological demands and behavioral changes, viral marketing represents the latest online customer-centric marketing (Shukla, 2010). Extending the advertising effects of word-of-mouth (WOM) communication and Internet marketing, viral marketing has demonstrated considerable success and utility in a promotional phase and development process of a product and/or service. This study intends to illustrate the benefits and challenges of viral marketing. The effects and concerns with the adoption of viral marketing are reinforced by previous research and findings from marketer and consumer focus groups. This thesis will contribute to building a theoretical and empirical foundation for viral marketing research and professional practice.

The rapid penetration of the Internet and the prevalence of various social media facilitated by new technologies provide new opportunities for how marketing techniques are developed and refined. The creation of viral marketing has been driven by technological innovations and cultural changes. Responding to marketing trends and catering to consumers’ psychological demands and behavioral changes, viral marketing represents the latest online customer-centric marketing (Shukla, 2010). Extending the advertising effects of word-of-mouth (WOM) communication and Internet marketing, viral marketing has demonstrated considerable success and utility in a promotional phase and development process of a product and/or service. This study intends to illustrate the benefits and challenges of viral marketing. The effects and concerns with the adoption of viral marketing are reinforced by previous research and findings from marketer and consumer focus groups. This thesis will contribute to building a theoretical and empirical foundation for viral marketing research and professional practice.

Στη διπλωματική αυτή εργασία θα αναλύσουμε, θεωρητικά και εμπειρικά, ένα παράγοντα που επηρεάζει σε μεγάλο βαθμό την καταναλωτική συμπεριφορά. Ειδικότερα, θα ασχοληθούμε με την Electronic Word of Mouth επικοινωνία που ασκείται από τους καταναλωτές στα διάφορα διαδικτυακά κοινωνικά δίκτυα. Στην προσπάθεια μας να ερμηνεύσουμε τον όρο αυτό όσο γίνεται καλύτερα θα σας παρουσιάσουμε τη θεωρητική ανάλυση του Word of Mouth και του Electronic Word of Mouth όπως έχει καταγραφεί στη διεθνή βιβλιογραφία. Στα πλαίσια αυτής της ανάλυσης θα προσπαθήσουμε να σας παρουσιάσουμε το θεωρητικό υπόβαθρο της επικοινωνίας αυτής και να αναδείξουμε τα πλεονεκτήματα και τα μειονεκτήματα που αποκομίζουν οι καταναλωτές αλλά και οι επιχειρήσεις από την κατάλληλη αξιοποίηση της Word of Mouth και της Electronic Word of Mouth επικοινωνίας. Θα σας παρουσιάσουμε τα συμπεράσματα μελετών που έχουν πραγματοποιηθεί και αναφέρονται στην ισχύ της Word of Mouth και της Electronic Word of Mouth επικοινωνίας έναντι της διαφήμισης, την στάση του καταναλωτή απέναντι στα προϊόντα που έχει σχηματίσει θετική ή αρνητική εντύπωση, μέσω της κατανάλωσής τους, και τις ανάλογες συστάσεις που πραγματοποιεί σε φίλους και γνωστούς του. Έπειτα θα σας παρουσιάσουμε τις ομοιότητες και τις διαφορές που υπάρχουν ανάμεσα στη Word of Mouth και την Electronic Word of Mouth επικοινωνία, καθώς και την εμπλοκή της Electronic Word of Mouth επικοινωνίας στα διάφορα διαδικτυακά κοινωνικά δίκτυα. Επιπρόσθετα, θα σας παρουσιάσουμε τα αποτελέσματα της έρευνας που πραγματοποιήσαμε, με τη συλλογή πρωτογενών δεδομένων, ώστε να καταφέρουμε να αναλύσουμε την καταναλωτική συμπεριφορά των νέων ανθρώπων και να εκτιμήσουμε το βαθμό που ο παράγοντας αυτός, δηλαδή η Electronic Word of Mouth επικοινωνία που πραγματοποιείται στα διάφορα διαδικτυακά κοινωνικά δίκτυα, επιδρά στις αγοραστικές τους αποφάσεις. Εν κατακλείδι, θα σας παρουσιάσουμε τα συμπεράσματα που προκύπτουν από τη στατιστική ανάλυση του ερωτηματολογίου καθώς και τις προτάσεις μας προς τα στελέχη του τμήματος μάρκετινγκ των διαφόρων επιχειρήσεων. / In this dissertation we will analyze theoretically and empirically, a factor that significantly affects consumer behavior. In particular, we address the Electronic Word of Mouth communication brought by consumers in various online social networks. In our effort to interpret the condition as best we will present the theoretical analysis of Word of Mouth and Electronic Word of Mouth as recorded in the literature. In this analysis we will try to present the theoretical background of this communication and to highlight the advantages and disadvantages accruing to consumers and businesses by exploiting the Word of Mouth and Electronic Word of Mouth Communication. We will present the findings of studies conducted and reported in the power of Word of Mouth and Electronic Word of Mouth Communication over the ad, its attitude toward consumer products has made a positive or negative impression through their consumption, and relevant recommendations made to friends and acquaintances. Then we will present the similarities and differences between the Word of Mouth and Electronic Word of Mouth communication and involvement Electronic Word of Mouth communication in various online social networks. Additionally, we will present the results of the survey we conducted by collecting primary data that we can analyze the consumer behavior of young people and to assess the extent to which this factor, namely the Electronic Word of Mouth communication involved in various online social networks, it affects their purchasing decisions. In conclusion, we will present the findings of the statistical analysis of the questionnaire as well as our proposals to the executives of the marketing department of various companies.

Bakgrund: Intresset för att engagera sig inom investeringar och aktiemarknaden har sett en betydlig ökning genom den senaste årtionden, särskilt bland allt fler yngre individer. Inom dagens samhälle är det allt vanligare att människor inte enbart kommunicerar ansikte mot ansikte, utan också på den digitala arenan via internet och sociala medier. Detta är något som även kommit att förändra hur aktiemarknaden ser ut idag och hur informationsutbytet genomförs bland investerare på marknaden. Syfte: Analysera och beskriva betydelsen av informationsutbyte för unga aktieinvesterare. Teori: Studien tillämpar sig av teorier såsom beteendemässiga finansteorin, heuristik, inramningseffekten, flockbeteende, överdriven självförtroende, effektiva marknadshypotesen, mun-till-mun metoden och elektronisk mun-till-mun metoden. Metod: Studien använde sig av en kvalitativ metod i form av semistrukturerade intervjuer. Urvalet riktade sig mot unga investerare som var från 18 till 29 år gamla och sammanlagt deltog åtta respondenter.  Slutsats: Studiens resultatet kom fram till att informationsutbytet hade en betydelsefull roll för unga aktieinvesterares beslutsfattande och att de hade en större tilltro till information som härstammade från deras närmaste omkrets än från digitala medier. Dessutom framkom det att individer med högre finansiell kunskap och erfarenhet var mindre påverkade av snedvridningar och informationsutbytet. Det gick även att observera att respondenter som påverkades i mindre utsträckning av yttre påverkan, också hade en större nivå av medvetenheten om dessa snedvridningar och heuristik. / Background: Interest in investing and the stock market has seen a significant increase over the past decade, especially among an increasing number of younger individuals. In today's society, it is becoming increasingly more common for people to not only communicate face-to-face but also in the digital arena through the internet and social media. This is something that has also come to change how the stock market looks today and how information is exchanged among investors in the market. Purpose: Analyze and describe the importance of information exchange for young equity investors. Theory: The study applies theories such as the behavioral finance theory, heuristics, the framing effect, herd behavior, overconfidence, the efficient market hypothesis, word-of-mouth communication and electronic word-of-mouth communication. Method: The study used a qualitative method in the form of semi-structured interviews. The sample was aimed at young investors who were from 18 to 29 years old and a total of eight respondents participated. Conclusion: The results of the study concluded that the exchange of information played a significant role in the decision-making of young stock investors and that they had greater trust in information that originated from their immediate circle than from digital media. In addition, it emerged that individuals with higher financial knowledge and experience were less affected by biases and the exchange of information. It was also possible to observe that respondents who were influenced to a lesser extent by external influences also had a greater level of awareness of these biases and heuristics.