Old Spice cleverly used a handsome actor to play the Old Spice Man character for a Super Bowl commercial in 2010. After the game, this Old Spice commercial was viewed more than 13 million times on YouTube, a social media video-sharing site. This viral marketing campaign, also known as electronic word-of-mouth (E-WOM), propelled the Old Spice brand into the forefront of consumers’ minds, increased brand awareness, and inspired people to share the video links with their family, friends, and co-workers. The rapid growth of E-WOM is an indication of consumers’ increased willingness to convey marketing messages to others. However, despite this development, marketing academics and practitioners do not fully understand this powerful form of marketing. This dissertation enriches our understanding of E-WOM and how e-servicescape may lead to E-WOM. To that end, stimulus-organism-response theory and the network co-production model of E-WOM are applied to investigate the relationships between e-servicescape, trust, E-WOM intentions, customer loyalty, and purchase intentions. Two forms of E-WOM were examined, namely emails and social network postings. E-servicescape is defined as the online environmental factors of a marketer’s website. E-servicescape is composed of three main dimensions, including aesthetic appeal, financial security, and layout and functionality. This study used cross-sectional customer data from a single e-tailer. Structural equation modeling was used to analyze the responses. Customer reviews was added as an additional sub-dimension of e-servicescape. The findings suggest e-servicescape positively impacts trust, which in turn positively influences E-WOM and customer loyalty. Moreover, two groups of customers were compared using multi-group analysis, where one group of users received emails and the other group received social network postings from the same e-tailer. Overall, the results indicated emails had a stronger impact on e-servicescape, E-WOM, and customer loyalty. Social networking site postings had slightly greater influence on trust, and two sub-dimensions of e-servicescape, i.e., interactivity and ease of payment. These findings contribute to the marketing research on E-WOM theory and electronic commerce shopping behavior. In particular, the sub-dimension of customer reviews is added to e-servicescape. This study yields practical implications for marketers in understanding consumers’ perceptions of websites and how to better design sites. In addition, these findings add to knowledge on how to engender consumers’ trust and customer loyalty online. Finally, this research provides suggestions for firms wanting to create marketing campaigns that will lead to E-WOM.

Syfte: Syftet med studien är att undersöka hur fastighetsmäklare positionerar sig på den konkurrensutsatta marknaden därefter dra en jämförelse utifrån detta. Målsättningen med denna studie är vidare att undersöka hur de valda fastighetsmäklarna arbetar med service och tjänstekvalitet utifrån sitt personliga varumärke. Forskningsfrågor: Studiens huvudfrågeställning är: Hur positionerar sig fastighetsmäklare på den konkurrensutsatta marknaden? Huvudfrågeställningen innehar tre underliggande forskningsfrågor (1) Hur ser fastighetsmäklare på deras roll som tjänsteleverantör? (2) Hur ser vikten av det personliga varumärket ut för fastighetsmäklare? (3) Hur ser fastighetsmäklare på vikten av förtroende, kommunikation och rykte? Metod: Denna studie utgår från en kvalitativ forskningsmetod med en induktiv ansats. Vi har samlat in empiri utifrån tio genomförda semistrukturerade intervjuer för att vidare kunna tolka och förstå fastighetsmäklarnas positionering och personliga varumärke. Slutsats: Slutsatsen av studien visade att fastighetsmäklarna inom Kalmar, Öland och Karlskrona strävar efter en bred positionering till sina köpare och säljare. Efter de genomförda intervjuerna har studien även visat att fastighetsmäklarna inom dessa kommuner vill förmedla ett personligt varumärke som inger trygghet, förtroende och inneha ett gott rykte. / Purpose: The purpose of the study is to investigate how real estate position themselves in the competitive market and make a comparison based on this. The aim of this study is to further investigate how the selected real estate agents work with service and quality of service based on their personal brand. Research questions: The study's main question is: How do real estate agents position themselves in the competitive market? The main question includes three underlying research questions (1) How do real estate agents view their role as a service provider? (2) What does the importance of the personal brand look to real estate agents? (3) How do real estate agents view the importance of trust, communication and reputation? Method: This study is based on a qualitative research method with an inductive approach. We have gathered empirical data by conducting ten semi-structured interviews in order to interpret and understand the positioning and personal brand of the real estate agents. Conclusion: The conclusion of the study showed that the real estate agents in Kalmar, Öland and Karlskrona want a broad position for their buyers and sellers as well as convey a personal brand that adds security, trust and a good reputation.

One of the biggest responsibilities of today’s marketing managers is to use their financial and labour resources in the most efficient way. However, any kind of traditional marketing method which is designed and spread by the seller is both costly and less influential on customer’s buying behaviour. Word of Mouth, which can simply be explained as any marketing action that leads to earn customer recommendation, (Word of Mouth Marketing Association) helps organizations to burst their sales revenues while decreasing their marketing budgets. WOM is considered as more transparent, more credible and more relevant by customers. Besides, it is a cheaper way of advertisement for organizations due to its organic spread characteristic. Therefore, marketers should focus on creating strategic marketing actions that will keep WOM effect at the peak level. This research attempts to disprove the common belief that, WOM cannot be controlled by the seller itself. Especially, the effort will be put on Business to Business relationships, which are usually considered more unreactive to WOM communication. In order to achieve that, author will provide a four-step WOM analysis framework to its readers. First, transactions mapping will be utilised to see possible areas of WOM development. Afterwards, WOM actors of the market will be identified and customer decision cycle elements will be disclosed in order to understand the WOM potential of a particular market. Final step of the framework will be the calculation of Customer’s Total Value which is composed of their Lifetime and Referral Values. Research also includes an online survey, whose results are converted to numerical data in order to determine Customers´ Referral Value. In the final part, Telefónica Data/Capacity Services´ customers will be ranked according to their total values and a Customer Value Matrix will be created. Customers will be segmented into four main groups named as Champions, Affluents, Advocates and Misers; all of which have different buying and WOM characteristics. Ultimately, tailored WOM strategies will be advised in order to maximize each group’s total value.

Reputation nowadays is a determinant of companies’ strategy. We used a qualitative study approach, based on semi-structured interviews. The choice of subject was motivated by recent scandals involving big corporations. We started therefore from the postulate that big corporations would rather not want to communicate on those issues. We still manage to include a major French group, Canal, and another important actor in professional and institutional communication in the East region of France. The rest of the company were start-ups to small-and-medium-sized enterprises. We aimed to gain on-field observations and cross-checking information from different sectors and positions. All the interviewees were chosen for their expertise and because we consider they have a direct hold on communication and therefore reputation within the company, being CEO, Founders, community, or marketing manager. This draws on elements of a case study or grounded theory approach. Our results show that reputation has an impact on non-financial performance while being one indicator of it at the same time. Drawing on past literature we realised how vast the subject is, involving other factors such as building a good relationship with the whole stakeholder environment, therefore considering corporate social responsibility. We confirmed how this is amplified with the use of new technologies and the influence of social media especially. Overall, we noticed a circling effect of the different factors coming into play. However, our findings remain very context-dependent. We do not produce generalisable results. We want to draw attention to the fact that our methodology is to be taken in the context of our time horizon, being only a set of interviews of specific firms in a specific period. We recognise the limits of this approach. Still, we believe we contributed to the management discussion with our practical and pragmatic method, leaving concrete suggestions. We observed as well societal implications linked to social media obsession.

Aim: The aim of the study is to investigate the influence e-WOM through social network sites has on consumers focusing on brand perception and purchase intention.  Methodology: A qualitative study was applied with the semi-structured online interview conducted with nine respondents across Bangladesh. The collected primary data were transcribed and thematically analyzed with the reviewed literature.  Findings and Conclusion: We conclude that e-WOM through SNS helps consumers to select smartphones and gadgets. Due to paid reviews and negative influencers, trustworthiness is vital on SNS reviews. Also, the recommendation from known sources or personal research increases brand perception. Rather than relying on single reviews on SNS, it is highly recommended to justify the reviews for purchase intention of smartphones or gadgets. Contribution of the Thesis: This study suggests that e-WOM through SNS influences consumers' purchase of smartphones or gadget brands. It is recommended for the managers to determine reviewers on SNS regarding smartphone or gadget brands. Besides, this study exposes the importance of trustworthiness in SNS reviews.  Suggestion for the Future Research: We suggest future research on a similar topic using a larger sample size. We also propose a comparative study with two or more countries on similar products to determine differences and results relatively. Besides, this study only focused on smartphones or gadget items; focusing on different products with larger audiences might be done for future research. Furthermore, future research could be done

In last few years marketing become one of the key processes in libraries. Marketing is used as an efficient tool of competitive struggle and means for defining the identity of the library, it is also new way of communication with library users. Libraries could use tools of classic marketing, which are primarly intended for profit organizations, but they have to be aware of differences between profit and nonprofite sector. These differences are goals of the organization, its directions and management of finances. The base of quality marketing is environment analysis, user analysis, segmentation, targeting and positioning. Current trends lead libraries to use new marketing methods. Most popular methods are guerilla marketing, social media marketing, mobile marketing and green marketing. Guerilla marketing and social media marketing are useful for libraries because of their low costs. Creating of campaigns requires investment of information, knowlege and creativity. Mobil marketing allows library to reach its users in any life situation. Green marketing helps library to promote itself as organization with human face, which care about the environment. Creation of marketing campaign have to follow these procedure: determine the reasons for creating of the campaign, take into consideration real opportunities of...

Syfte med denna studie är att identifiera och beskriva hur företag inom business-to-businessarbetar och genererar kundupplevelser genom digital kommunikationsstrategi för att stärkakundrelationer. Metod: Studien är av kvalitativ forskningsstrategi. Datainsamlingen är semistruktureradeintervjuer som representerar fem olika branscher inom business-to business. Slutsats: Studien har gett insikt i hur business-to- business företag arbetar och genereradigitala kundupplevelser. Den digitala kundupplevelsen är komplex och i ständig förändringoch rörelse. Det som skapar bra kundupplevelser och engagemang idag kan vara enhygienfaktor imorgon eller helt ointressant för kunder. Det finns ingen mall för vad som ärframgångsrikt, utan varje företag behöver aktivt experimentera, observera och analysera sigfram för vad som passar deras verksamhet bäst. Vårt bidrag till forskning: Vi har bidragit med insikt och förståelse för hur företag inombusiness-to-business arbetar med den digitala närvaron för att skapa digitala kundupplevelser

La presente investigación se desarrolla para conocer las estrategias utilizadas por medio de la comunicación boca a boca en las redes sociales para generar preferencias de compra en el consumidor. Debido a que los estudios dirigidos a la comida saludable y los millennials desde una perspectiva publicitaria son escasos, creemos que es un tema potencial para tener un mejor conocimiento del mercado lo que sería favorable para las marcas y agencias. Además, el estudio se realizará con técnicas cualitativas, lo que nos permitirá observar desde las opiniones y publicidad compartidas por los consumidores e influencers como también la comunicación que realizan las marcas por medio de las redes sociales y cómo son vistas. Por medio de esto podremos tener una mejor base largo de la investigación Nuestro estudio ve como un consumidor potencial al público millennial de NSEC A y B. Si entendemos al público millennial como el grupo de personas que utilizan las redes sociales para conectarse con con una red inmensa de contactos. No se definirá a los millennials por su edad, sino por sus características psicográficas. / The present research is developed to know the strategies used through word of mouth communication in social networks to generate purchasing preferences in the consumer. Because studies targeting healthy food and millennials from an advertising perspective are scarce, we believe that it is a potential topic for better understanding of the market that would be favorable for brands and agencies. In addition, the study will be carried out with qualitative techniques, which will allow us to observe from the opinions and publicity shared by consumers and influencers as well as the communication that brands make through social networks and how they are seen. Through this we can have a better basis throughout the investigation Our study sees the millennial audience of NSEC A and B as a potential consumer. If we understand the millennial audience as the group of people who use social networks to connect with a huge network of contacts. Millennials will not be defined by their age, but by their psychographic characteristics.

Studien syftar till att undersöka och kartlägga vilka attityder de demografiska grupperna (Kvinnor 20-30, Män 20-30, Kvinnor 35-55 och Män 35-55) har gentemot rörliga virala kampanjer inom svenska livsmedelsbranschen. Vidare syftar studien till att se vilka slags rörliga virala kampanjer som sprids och varför inom de valda demografiska grupperna. Avslutningsvis undersöker studien vilken påverkan passiva och aktiva rörliga virala kampanjer har på attityden och spridningen hos de demografiska grupperna.För att besvara studiens frågeställningar har tre metoder valts ut för att utvinna relevant material. Först utfördes en litteraturgranskning för att kartlägga tidigare forskning, vidare utfördes huvudmetoden bestående av fyra fokusgrupper som var indelade utifrån deras demografi (6 stycken kvinnor 20-30 år, 6 stycken män 20-30 år, 6 stycken kvinnor 35-55 år och 6 stycken män 35-55 år). Avslutningsvis utfördes en analys av den insamlade datan som baseras på att skapa övergripande och meningsbärande kategorier utifrån antaganden som nämnts i datainsamlingen. De slutgiltiga meningsbärande kategorierna blev Attityder, Spridning samt Passiva/Aktiva budskap.Med utgångspunkt i studiens resultat- och diskussionsdel framgår det att relaterbar humor är den starkaste faktorn till att något sprid för alla studiens demografiska grupper. Väldigt lite spridning sker över Facebook när det gäller svenska livsmedelsbranschens kampanjer och för att öka denna måste den tidigare nämnda faktorn tas i beaktning mer än vad den gör idag anser alla demografiska grupper. Studiens demografiska grupper föredrar både passiva och aktiva kampanjer så länge de presenteras på ett humoristiskt sätt. Yngre män gillar dock även kontroversiell reklam, denna åsikt delade dock ingen annan demografisk grupp. / The study aims to investigate and identify the attitudes of the demographic groups (Women 20-30, Men 20-30, Women 35-55 and Men 35-55) towards viral campaigns in the Swedish food industry. Furthermore, the study aims to see what kinds of viral campaigns are being spread and why within the selected demographic groups. Finally, the study examines the influence of passive and active viral campaigns on attitudes and spread within the demographic groups.To answer the study's questions, three methods have been selected to extract relevant material. Firstly, a literature review was conducted to survey past research. Secondly, the main method consisted of four focus groups that were divided based on their demographics (Women 20-30, Men 20-30, Women 35-55 and Men 35-55). Finally, an analysis of the collected data was performed, which is based on creating overall and meaningful categories based on assumptions mentioned in the data collection. The final categories were Attitudes, Spread and Passive / Active messages.Based on the results and the discussion part of the study, it appears that relatable humor is the strongest factor when it comes to spreading a campaign in any of the study's demographic groups. Very little is being spread across Facebook regarding the Swedish food industry's campaigns and to increase this, the factor that is earlier mentioned must be taken into account more than it does today, according to all demographic groups in the study. The study's demographic groups prefer both passive and active campaigns as long as they are presented in a humorous way. Younger men however, also prefer controversial advertising, this opinion was however not shared with the rest of the demographic groups.

Textilindustrin är ett stort miljöproblem i dagens samhälle och hög efterfrågan på nyproducerade kläder bidrar till miljöpåverkan. Ett resurseffektivt sätt att vara mer miljövänlig är att återanvända kläder, vilket kan göras genom andrahandsmarknaden. På grund av ett begränsat herrklädesutbud handlar unga män sällan i second hand-butiker. Studien syftar därför till att undersöka hur ett kommunikationskoncept kan utformas för att göra fler unga män villiga att donera kläder till second hand. Denna studie resulterade i kommunikationskonceptet Garderobsrensningsdagarna. Konceptet tar sig uttryck i form av en insamlingskampanj som belyser garderoben, då grundproblemet ligger i att målgruppen inte rensar sina garderober. Konceptet värderades genom kvalitativa intervjuer. Dessa visade att konceptet bör belysa garderoben som en outnyttjad resurs. Ett miljöfokus bör inkluderas i konceptet samtidigt som ett lättillgängligt inlämningssätt bör erbjudas. För att motivera målgruppen att donera kläder till second hand visade värderingen att konceptet bör skapa en känsla av gemenskap, innehålla ett tydligt mål, en tidsbegränsning samt generera direkt återkoppling. För att skapa ett stort engagemang så bör konceptet väcka uppmärksamhet och på så sätt generera word-of-mouth. / The textile industry is a major environmental issue in today’s society and a high demand fornew produced clothing contributes to the environmental impact. The re-use of clothing is aresource efficient way to be more environmental friendly, which can be accomplishedthrough the second hand market. Because of a limited assortment of men’s clothing, youngmen rarely shop at second hand stores. The study therefore aims to research how acommunication concept could be designed to make more young men willing to donateclothes to second hand stores.This study resulted in the communication concept Garderobsrensningsdagarna. The concepttakes the form of a collection campaign that highlights the wardrobe, as the main problemlies within that the target group are not sorting out their wardrobes. The concept wasevaluated by qualitative interviews. These showed that the concept should highlight thewardrobe as an unused resource. An environmental focus should be included in the conceptat the same time as an accessible way of donating should be offered. To motivate the targetgroup to donate clothes to second hand stores, the evaluation showed that the conceptshould create a feeling of fellowship, include a clear goal, a time limit and generate directfeedback. To create a high level of involvement, the concept should attract attention and sogenerate word-of-mouth.