The use of e-mail communication between consumers has been growing and companies are seeking to increase their understanding of this type of private communication medium between consumers. The privacy and cost-effectiveness characteristics of e-mail make it an important communication medium for consumers. Consumers use e-mail to exchange a variety of information including electronic word of mouth (eWOM) about products, services and organisations. The travel industry, the context of this study, is increasingly being delivered online. Understanding what influences consumers and how consumers evaluate eWOM will increase the travel industry’s knowledge about its consumer base. This study aims to contribute to existing knowledge on the impact of eWOM on consumer purchase intention. Its focus is on an interpersonal context where eWOM is sent from the source to the receiver in an e-mail about holiday destination. The study, which was undertaken from a positivist perspective, used qualitative and quantitative research techniques to better understand the influence of eWOM on purchase intention. The literature on word of mouth (WOM) and eWOM was initially examined to identify the major factors that have an influence on the receiver of eWOM. Consistent with previous studies, both perceived expertise and similarity were identified as source characteristics that have an influence on the receiver’s purchase intention. The literature also indicated that trustworthiness belief would have a key effect on the influence of eWOM on the attitude of the receiver. Consequently, this study examined each trustworthiness dimension – ability, benevolence, and integrity – with respect to its role in the influence of eWOM on purchase intention. The literature review also revealed that certain receiver characteristics were important in the process of influence, especially consumer susceptibility to interpersonal influence. The relationships between the variables identified were further developed into the research model, which has its roots in the theory of reasoned-action (Fishbein and Ajzen, 1975) and the dual process theory of influence (Deutsch and Gerard, 1955). Methodologically, a scenario-building approach to developing authentic e-mail was used. The qualitative data gathered from eight focus group discussions were analysed using “framework analysis” (Ritchie and Spencer, 1994) to develop eight scenarios. This was then used to manipulate the moderating variables in the scenario. Three manipulations, each with two levels, were included: eWOM direction “positive and negative”; source characteristic of “expert/non-expert”; and source characteristic of “similar/non-similar”. These scenarios formed part of a questionnaire. The questionnaire was used to collect data from a sample of University of Bradford students. The final number of usable questionnaires was 477. Structural equation modelling was used to determine the validity of the conceptual model and test the hypotheses. In particular, multiple group analysis was used to assess both the measurement and structural models, and to identify the impact of the eWOM direction. The theoretical model that describes the relationships between the exogenous variables (source’s and receiver’s characteristics) and the endogenous variables (trustworthiness dimensions, interpersonal influence and purchase intention) was accepted. The research findings provided empirical evidence on the difference in the impact of positive and negative eWOM on purchase intention. The source’s and receiver’s characteristics and related trustworthiness beliefs, (i.e. ability, benevolence, and integrity) are influenced by the direction of eWOM. The findings show that positive and negative eWOM differ with respect to how they impact on consumers’ attitudes and intentions. For instance, consumers have more belief in the credibility of a source who provides negative eWOM. However, the overall influence of the source’s characteristics tends to be stronger with positive than with negative eWOM. The findings of this study provide insights for both academics and practitioners to understand the potential of eWOM. This might be tailored to help develop more private relationships with customers through e-mail marketing strategies that incorporate eWOM. Negative eWOM is more credible but less directly useful to marketers. Nevertheless, it is important for marketers to realise the significance of managing dissatisfaction and to harness the power of negative eWOM. Similarly, positive eWOM is effective especially when the source is both expert and similar. This might be translated into online marketing campaigns that use consumer-to-consumer discussions in addition to viral marketing. Future research might test the model in different contexts, (e.g. financial services), to provide a more comprehensive picture of the influence of eWOM on purchase intention.

Aim of the research: This research aims to create an understanding for the new ways in which global fashion influencers’ attending fashion week are contributing to the presentation of it as gatekeepers and distributors of information and fashion knowledge, and how this rolea dds new perspectives to how fashion week is presented. Method: The research has been limited to analysing the material of six global fashion influencers, with a total following of 28 million people, during the major fashion weeks of Spring/Summer 2017 and Autumn/Winter 2017. The material has been collected and analyzed using a qualitative content analysis, also called ethnographic content analysis, with focus on distinguishing common characteristics in the text. Findings: The results have shown that the fashion influencers have contributed to the presentation of fashion week in several new ways, with the greatest characteristic being sharing a broad picture of what is going on during fashion week. The influencers are also sharing insight to exclusive fashion shows and events that have traditionally not been shared with the public. More over, the fashion influencers are sharing their personal perspectives and experiences of fashion week as well as their personal taste and opinions regarding fashion trends and other things. They are also adding a new commercial and promotional focus while presenting an idealized image of fashion week to their followers. The findings are indicated that the fashion influencers have established an important role at fashion week, which in turnis affecting the presentation of it. Contributions: The findings presented in this research can be of relevance for those who wants to understand the fashion influencers’ role during fashion week, for instance fashion brands and designers who wishes to learn how to engage with the fashion influencers’ from a business and marketing perspective. Considering social media and the fashion influencers affecting the presentation of fashion week as societal changes, the findings can also be relevant for fashion researchers who wishes to understand how these changes are affecting the presentation of fashion week and the fashion industry.

Attractiveness matters in business markets, because firms do not dedicate resources equally to all partners. Instead they invest more resources in partners with higher relational attractiveness. Firms need to become attractive in order to gain access to more resources or to be able to work with more skilled or reputable partners. This dissertation studies the construct of relational attractiveness of the customer (RAC), defined as the attractiveness of a business relationship with a particular customer in the eyes of the supplier. The research also investigates corporate online references (COR), because gaining powerful referrals is one of the driving forces behind creating attractiveness in business markets. The study is a three-stage research project drawing on an empirical investigation comprising two focus groups, 79 interviews, a survey of 107 suppliers and online referral data from 1002 companies. These studies investigate the conditions and configurations leading to high or low relational attractiveness, and the motivational conditions and structure of a specific corporate online referral network. Bearing in mind that attractiveness exists in the eyes of the beholder, Study I resolves the previously unclarified problem of how attractiveness can be achieved in different ways. Social Exchange Theory helps to identify conditions of RAC: Trust, Dependency, Financial, Non-Financial Rewards and Costs. In Study II conditions of Trust and Dependency are further developed into Relational Fit and the Comparison Level of Alternatives that address the mutuality and network perspectives of relationship development. The time perspective is introduced to the configurational analysis of RAC through the Maturity condition. As it is revealed in Study I and II, Nonfinancial Rewards are important in creating attractiveness and one of their essential forms is referrals that are addressed in more detail in Study III. This PhD research takes a configurational approach to attractiveness and explores different causal recipes in order to reach the same outcome. In order to investigate the relational complexity of attractiveness, fuzzy set Qualitative Comparative Analysis (fsQCA) is applied throughout the three studies combined with some other methods, such as content analysis and Social Network Analysis (SNA). QCA is a data analytic strategy that combines within-case analysis and formalised cross-case studies in order to identify multiple configurations leading to the same outcome. Hence, QCA deals more efficiently with the equifinality of complex business problems compared with traditional data analysis methods. Equifinality means that there are various ways in the causal system of achieving the desired outcome. QCA is sufficient in handling methodological challenges such as multi-causality (an outcome of interest rarely has a single cause), interrelatedness (causes are usually not independent of one another) and asymmetry (a specific cause may have different effects on the outcome depending on the context). By challenging existing knowledge, the results show that there is no one best way to achieve relational attractiveness. It is achievable even if Trust and Financial Rewards are not present. Very high RAC was typically achieved in less mature relationships. During the initiation of referral relationships in the case of COR, the expected increase in the initiators` attractiveness in the eyes of potential future partners also plays a vital role. The generalizability of the findings has some limitations, especially regarding the qualitative study where the results are appropriate to falsify some theories (for example, the primary importance of Financial Rewards) but their impact is more related to theoretical development than to statistical generalizability.

Title: Motivating factors influencing consumers’ Brand preferences for mobile phones: University of Gavle students Level: Final assignment for Master degree in Business Administration (MBA) Authors: Chinedu Ekemba and Emurla Emin Ali Supervisor: Professor Ehsanul Huda Chowdhury Examiner: Professor Maria Fregidou-Malama Date: 2017- June Aim: The aim of this study is to investigate the motivating factors that influence University Gavle students to prefer a particular Mobile phone brand. Method: A qualitative study is carried out based on primary data; the primary data was collected through semi-structured interview with twenty of University of Gavle Students by the use of face to face interview. Result & Conclusion: The study finds out that, the role of word of mouth as extrinsic factors serves as the highest motivating factor, while prestige serves as intrinsic factors of motivation. Thus, word of mouth and quality are the highest motivating factors that influence University of Gavle students to prefer a particular mobile phone brand. This finding of this research will help mobile phone marketers and managers to develop strategy on how to capture Swedish consumers to prefer their companies brand products. Suggestion for future research: Future research could be done by considering different or more widely target groups instead of students of University of Gavle. Different perspectives can be combined in future research thus, further research can be conducted by more broadly with a variety of age groups and in a wider area. Also, further research could include comparison between mobile phone brand types and may consider different type of products. This will give understanding of the different segments in mobile phone market, and to determine if these different segments can cause any variety and change of motivating factors. Additionally, further research could be conducted in the long time period, thus can be explored in detail benefiting from the longitudinal study and could be include observations to understand long-term variables on mobile phone market and effects of motivating factors. Hence, this could bring more effective conceptualization of influencing factors of smartphone buying consumers and helps to achieve a more in-depth research. More so, the same study can be conducted with a combination of different Universities in Sweden. And also, same research can be carried out using quantitative research method for future research. Contribution of the Study: This study contributes with knowledge on which motivating factors influence customers brand preferences, and how these factors affect their purchase decision.

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica} Detta examensarbete lyfter problematiken kring företagens synlighet på sociala medier och för diskussion och analys för hur detta kan lösas. Genom att företagen arbetar för att erhålla högre electronic word of mouth (eWOM) kvantiteter på sociala medier vilket ökar företagets synlighet, genom att de tar hänsyn till teorier som förklarar och påverkar människor skapande av word of mouth. Electronic word of mouth är kommentarer, gillamarkeringar, delningar och recensioner som företaget erhåller till sina sociala medier från dess konsumenter. Syftet med denna uppsats är att undersöka hur företag kan generera mer eWOM och hur deras arbetssätt är kopplat till motiven bakom eWOM, sociala bevis och interpersonal communication samt undersöka eventuella samband som existerar i praktiken mellan teorierna då företag arbetar för att erhålla högre eWOM kvantitet. För att uppnå syftet med studien har följande frågeställning formulerats: Hur kan företag generera högre eWOM kvantitet? Studiens metod har varit av kvalitativ med en deduktiv ansats, kombinerat med en fallstudie på Svenska Fotbollsförbundet, Apollo och Bizkit Havas. I empirikapitlet framställs intervjupersonernas svar, som även jämförs mellan varandra. Sedan följer analysen där empirin tolkas utifrån teorin och olika samband framställs. Studiens slutsats påvisar vad fallföretagen gör idag för att erhålla högre eWOM kvantitet kopplat till varje teoriområde, slutsatsen påvisar hur teorin skiljer sig från verkligheten där det visat sig att vissa teoriområden är svårare för företagen att applicera i verkligheten för att erhålla högre eWOM kvantitet. Till sist framställs även de olika sambanden som studien har upptäckt mellan de olika teorierna och varför dessa samband är viktiga att ta hänsyn till då företag vill erhålla en högre eWOM kvantitet. / p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica} This study is highlighting the fact that companies have a hard time gaining visibility on social media today. Therefore it is very important for companies to gain higher quantities of electronic word on mouth (eWOM) on social media to gain visability. Electronic word on mouth is all the likes, shares, reviews and comments that companies get to their social media from their customers. They do that by understanding the theories that explains and affects humans creation of word of mouth on social media and then implement this in their marketing strategies. The purpose of this essay is to investigate how companies can generate more eWOM and how their marketing strategies are linked to the motives behind eWOM, interpersonal communication and social proof as well as investigate any relationships that exist in practice between theese theories when companies work to obtain higher eWOM quantity. In order to achieve the purpose of the study, the following question has been made: How can companies generate higher eWOM quantity? The methodology was qualitative and had a deductive approach combined with a case study on the Swedish Football Association, Apollo and Bizkit Havas. The empirical chapter presents the answers of the interviewees, which also were compared to each other. Then the analysis follows where the collected data is interpreted based on the theory and different relationships are get presented. The study's conclusion shows what the companies from the case study do today to get higher eWOM quantity associated with each theory area. The conclusion shows how the theory differs from reality where it was found that some theory areas are more difficult for companies to apply in reality to obtain higher eWOM quantity. Finally, the different relationships that the study has discovered between the different theories are also drawn up and why these relationships are important to consider when companies want a higher eWOM quantity is explained.

Globalisation and stiff competition have changed the landscape of doing business. Decrease in customer loyalty and increase in customer expectations have challenged businesses to come up with unique methods of enhancing their quality of service. The same is true for airlines industry too. As a result, many airlines have transformed their marketing strategies, especially with regard to service quality, in order to compete efficiently in the global market. The marketing literature has introduced models of service quality, e.g.: SERVQUAL and AIRQUAL to help organisations measure and enhance customer experiences. SERVQUAL has been extensively researched and applied in many industries. Similarly, AIRQUAL, a model for the airline industry, has been developed but applied only in Cyprus. Moreover, the AIRQUAL scale lacks validity, as its development process is incomplete. This research, therefore, adapted 30-items of AIRQUAL and assessed and validated this revised scale. The validated scale was then applied to the airline industry of Saudi Arabia. Further, a comprehensive model is proposed, where the impact of the validated scale of service quality is tested with its impact on customer satisfaction, attitudinal loyalty, word of mouth, repurchase intentions and complaining behaviour. The assessment and validation process is divided into two main stages: first, qualitative; where four focus group interviews were undertaken that generated 46 items for the adapted scale. These items describe the perceptions of airline customers regarding service quality and were classified on the bases of the scheme proposed by Parasuraman et al. (1988). Second, a three-phase two sample, quantitative, research was performed to derive a validated 30-item scale comprising five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Further, the improved scale was tested in a new market (Saudi market) in order to assess the service quality of Saudi Airlines. A total of 500 self-administered questionnaires were distributed among airline customers. The returned questionnaires underwent thorough screening and cleaning. The reliability of the scale was tested through Cronbach’s Alpha, followed by exploratory factor analysis (EFA), which emerged with five dimensions. The content, convergent and discriminant validities were established. Further scale confirmation was conducted on a sample of US airline passengers. Finally, the proposed model with nine hypotheses was tested, which resulted in statistically significant results for all the proposed hypotheses.

This dissertation offers two essays on the engendering and the consequences of employee brand behavior. The first essay addresses the impact of employee brand behavior on customer experience in the retail environment. Retailers, with some exceptions, paid relatively little attention to the role that employees play in the experience they provide to their customers. While there seems to be a general consensus regarding both the importance of customer experience and the role of employees in delivering it, there has been no study attempting to measure the impact front-line employees have on the overall customer experience process from the consumer point-of-view. In essay two the antecedents that make up the customer experience construct are explored through the usage of a previously tested model with the addition of two new components: the employee in-role brand-building behavior construct and the expansion of the word-of-mouth construct to include social media word-of-mouth. The second essay complements essay one by focusing on the importance of employee branding behavior and examining its two variants: in-role and extra-role brand-building behavior. Both behaviors are engendered within the firm but companies are still struggling to differentiate between the two. The distinction between the two types is important because when developed correctly these behaviors can help companies build a competitive advantage. Since the differentiation gap between companies nowadays continues to shrink, companies must strive to develop a unique competitive advantage that cannot be easily copied by their rivals. The tailoring of such a specific set of brand oriented behaviors to be performed by employees is one potential solution to this challenge. By directing the behavior of employees that come into direct contact with customers, a firm has a unique opportunity to align all its branding promotional initiatives with those of its representatives in the front lines resulting in a more consistent customer experience.

Škoda Auto is one of the most important companies in the Czech Republic. The company not only sells cars, but also provides services, sells Škoda Genuine Parts and Škoda Genuine Accessories. Customers know services as Škoda Service. All these aftersales activities are integral part of the brand. Master thesis put emphasis on external communication of Škoda Service. Master thesis describes external communication and proposes new communication methods.

Les activités de services à la personne incarnent un important potentiel de création d’emplois et de réponse à des besoins sociaux. Elles présentent comme principales caractéristiques une forte dimension relationnelle qui influence leur qualité, ainsi qu’une distance spatiale qui complique le contrôle de cette qualité. L’objectif de cette thèse est d’analyser les pratiques de contrôle de la qualité des organismes offreurs, ainsi que les représentations des différents acteurs en matière de qualité de service.L’approche qualitative retenue donne lieu à la réalisation de deux études empiriques, l’une concernant les services à destination de personnes dépendantes (SAD), l’autre ceux à destination des autres publics (SAP). Au total, 38 entretiens sont réalisés auprès de dirigeants et responsables qualité d’organismes offreurs, 169 avis de bénéficiaires et 318 avis d’intervenants sont collectés sur Internet, ce dispositif étant complété par une phase d’observation participante. Les données recueillies font l’objet d’une analyse de contenu.Ces études permettent d’identifier les critères de qualité perçue des bénéficiaires et des intervenants, trois approches de la qualité des organismes offreurs, sept étapes du processus de production associées aux trois phases du processus de contrôle, les objectifs assignés ainsi que les mécanismes de contrôle mobilisés lors de ces étapes. Les résultats montrent l’influence du régime juridique retenu (prestataire ou mandataire) sur les pratiques de contrôle de la qualité. Ils soulignent également la nécessaire cohérence entre la représentation de la qualité du manager et les mécanismes de contrôle mobilisés pour influencer la qualité. / Home-based service activities embody a significant potential for employment creation and solutions to social needs. Their main characteristics include a strong relational dimension that affects their quality and a spatial distance that complicates the control of service quality. The aim of this thesis is to analyse the quality control practices of home-based service organizations and the representations that actors have of service quality.On the empirical side, the qualitative approach is based on two studies, one regarding services to dependent people (SAD), the other concerning services to other people (SAP). 38 interviews are carried-out with managing directors and quality managers, 169 recommendations from consumers and 318 recommendations from contact-employees are collected on the Internet (electronic word-of-mouth), the methodology being completed with participant-observation. The data collected are subject to a content analysis.The empirical studies enable to identify the perceived-quality factors used by consumers and contact-employees, seven steps of the production process being associated to the three control process steps, as well as the goals set and the control mechanisms used at each step. The results show the influence of the legal framework chosen by the service organization (service provider versus authorised representative) on service quality control practices. They also emphasize the necessary coherence between the manager’s representation of service quality and the control mechanisms used to influence this quality.

Social media is nowadays one of the best ways to reach new potential customers. Social media platforms allow influencers to promote brands and reach even more customers. These new platforms are relatively untested as regards its effectiveness. The purpose of this thesis was to investigate if influencers affected customers´ attitudes and purchase intentions more than online adverts, regarding energy drinks. The thesis used an experiment in order to investigate this further. Combined with previous research in this area and the data from the study’s questionnaire, a result for this thesis could be formulated. The study showed that there was no statistical significant difference of effectiveness between using an influencer or an online advert when it comes to what affects consumers attitudes and purchase intentions, regarding energy drinks.