Internet memes increase in popularity every year as more people join social media platforms. This has not gone unnoticed by companies that are growing marketing communications in the relatively new field of meme marketing. The purpose of this thesis is to analyze and evaluate company-posted memes with the content, form, and stance framework to identify common elements used by posts that have a high degree of consumer engagement. The method used for this study was netnography, hence the study is a qualitative study used for analyzing data on social media. The data was collected by using established criteria, following this, a qualitative and interpretive analysis was used to identify common elements within the content, form, and stance framework, which the findings are based upon.  The main findings of the empirical research were that Internet memes successfully generate consumer engagement by using varied and unique content that is enjoyable to users. Using video or picture format, along with sounds, captions, and preexisting meme templates. The findings regarding the stance of posts were that Internet memes positively affect consumer engagement by being comedic, relatable, or ironic, utilizing unserious tones and context-based communication. Internet memes that generate high degrees of consumer engagement have connections to the company's product offering, this final element was observed in every Internet meme collected for this study.

Idag finns hög konkurrens på marknaden och detta gör att det är svårt för varumärken att bli sedda av sin kund. Dagens konsument rör sig mellan olika kanaler och kommunikationen från företag måste uppdateras och anpassas efter konsumentens beteende. Det är avgörande för företag att engagera sina kunder för att bli uppmärksammade. Konsumenter kommunicerar åsikter sinsemellan i form av electronic word of mouth (eWOM) som påverkar företaget. Komplexitet kan ligga i att veta vilka kanaler som är bäst utifrån sina förutsättningar. Syftet med denna kvalitativa studie är att undersöka vad små och medelstora e-handelsföretag (SMeF) har för förutsättningar till kommunikation digitalt och fysiskt. Vidare ämnar studien att undersöka hur en kombination av olika kanaler kan användas för att göra företaget synligt genom bruset på marknaden. Insamlad empiri består av åtta semi-strukturerade intervjuer med specifikt utvalda respondenter genom ett målstyrt urval och, till viss del, kedjeurval. Respondenterna valdes ut för att representera flera erfarenheter ur ett företagsperspektiv. Shannon och Weavers (1949) kommunikationsmodell med sändare, verktyg, brus och mottagare utvecklas till en analysmodell för ämnet. SMeF förutsättningar undersöks samt att fysisk närvaro kan skapa en interaktiv miljö för företaget och kunden att mötas i. Digitala verktyg kan vara ett kostnadseffektivt sätt nå ut till konsumenten. Dessa kan bilda en enad kundupplevelse genom omnikanaler. Slutsatsen av studien är att SMeF kan nå nu ut genom bruset genom att använda verktyg utefter en fokuserad omnikanalmodell. Strategiskt utvalda kanaler kan ge SMeF effektiv kommunikation som når genom bruset till kunden. Denna studie är skriven på svenska. / The high market competition today makes it difficult for brands to be seen by their customers. The consumer is drifting between channels and the way companies communicate has to be updated and adapted to this behaviour. It is crucial for companies to engage their customers in order to get noticed. Consumers also communicate opinions among themselves in the form of electronic word of mouth (eWOM) affecting the company. There is a complexity into which channels are best amended to face these circumstances. The purpose of this qualitative study is to investigate small and medium-sized e-commerce enterprises (SMeE) potential to communicate through digital and physical platforms. Furthermore, the study aims to examine how a combination of different channels can be used to make the company visible through the noise of competitors. Collected empirical data consists of eight semi-structured interviews with respondents specifically selected through purposive sampling and, to some extent, snowball sampling. The respondents were selected to represent several practises from a business perspective. Shannon and Weaver's (1949) model of communication consist of transmitter, tools, noise and receiver and is used as an analysing tool. The SMeE opportunities are explored as well as if a physical presence can create an interactive environment for the company and the customer. Digital tools can be a cost-effective way for SMeE to reach out to the consumer. These can in turn form a unified customer experience in creating an omnichannel. The conclusion of the study is that SMeE can reach through the noise by focusing the tools across an omnichannel model. Strategically selected channels can provide SMeE effective communication that penetrates the noise and reach the customer. This study is written in swedish.

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.

網際網路興起與行動裝置普及後，人們越來越容易在各大社群媒體、討論區留下評論。其中，本來就影響甚大的負面口碑，結合了網路驚人的散步速率和廣大接觸群眾的特性，轉變為影響更為巨大的網路負面口碑。 過往有許多針對負面口碑的研究，這些研究大多面向一般企業，卻鮮少有研究針對公眾人物。然而，同時也有許多研究指出，許多企業會與公眾人物合作，而公眾人物自身做為容易被社會關注的目標，負面口碑有可能對其職業生涯與形象造成不良影響，故希望能針對網路負面口碑之於公眾人物的留言動機、內容以及解決方式研究。 本研究著重個案分析，我們將從PTT，全台灣知名的網路討論板，找尋針對個案中公眾人物評論，並且分析留言的措辭與內容，歸納留言者的動機、該負面留言的內容類型。並從網路上蒐集該公眾人物處理該負面網路口碑的資訊，分析其策略。 最終，本研究將歸納整理出動機、留言內容與公眾人物使用的策略，為未來在這塊學術領域有興趣繼續研究的同好們提供一個基礎，並為公眾人物以及其公關團隊避免與解決網路負面口碑提供建議與方針。 / Since the rise of social media and the spread of mobile devices, sharing comments, advice and information with people on the internet without the constraints of time and space has become part of modern life and has resulted in major changes to how people receive information. Because of these changes, one particular issue has become more important than before: the influence of electronic word of mouth (EWOM), especially the negative type. Word of mouth has long been a topic of research, and researchers have found that negative word of mouth (NWOM) can have a greater impact than positive or neutral word of mouth. Furthermore, EWOM can spread faster and wider than traditional WOM. Thus, if negative word of mouth were spread via electronic channels such as social media on internet, it can cause unimaginable damage to the target individual or organization. To date, few studies focus on public figures’ negative EWOM. However, public figures play important roles in many areas because of their high attention from society and may sometimes be the target of negative EWOM. Based on the above, this study seeks answers to the following questions: Why do people on the internet reply negatively to the target public figures (negative EWOM motivation)? What types of negative content do people on the internet generate toward the public figures? What types of strategies may be applied to deal with different types of negative EWOM and negative EWOM motivation more frequently? This study first searched and reviewed previous literature related to NWOM, EWOM and public figures and categorized a few motivation, types of negative content and strategies. We then chose twenty case studies, and collected comments about these twenty cases on PTT, the largest terminal-based bulletin board system (BBS) based in Taiwan. Based on the using words of these comments, we can find out new motivation and new types of negative content did not exist in previous literature. Furthermore, we tracked how these public figures deal with NWOM, and tried to find out new patterns of strategies. The research results can help managers and researchers prevent crises caused by negative EWOM or take appropriate approaches for these crises. Keywords: Negative Word of Mouth, Electronic Word of Mouth, Public Figures

Social Network Sites have rapidly become intertwined with people’s core habits of daily life, and are often subliminal inputs during decision making processes when it comes to the area of Tourism. With this rapid shift in consumer opportunities, both in availability and exposure to information, people are faced with the challenge of accurately assessing current trends in order to best predict future outcomes for businesses and consumers alike. Although there is existing literature examining current tendencies for Social Network Sites and Tourism, the extrapolation of this data in a feasible way for the emerging Millennial generation is lacking. This is integral to forming a proper understanding of the future trends of global tourist communication as dictated by the usage of Social Network Sites. Through the use of interview discussions centered on two focus groups of an all Millennial composition, the semi-structured interview approach was used. This to sought at a fundamental level to provide a better understanding of how Social Network Sites are used by tourists. Of particular focus within the research process was the specifics of tourist utilization of Social Network Sites. Further addressed, is the concept of the usage of electronic Word of Mouth and how this has allowed for a modification to the experience of tourism. The spoken word has been updated to an electronic Word of Mouth, and with it the Millennial generation has been raised into a world of information opportunity like none ever before. Understanding these trends allows for continued progression for both the consumer and business alike within the tourist business.

Digital platforms such as blogs and social networking sites provide new means for individuals to gather and spread information about products and services through electronic Word of Mouth (eWOM). Within those platforms, individuals have the potential to emerge to become influential actors with the power to affect the behaviours and attitudes of others. Despite the growing interest in online influence, there is still a limited understanding of how key individuals share and engage in eWOM. This study looks at tech-bloggers as an emerging actor category that create and develop consumption oriented online content such as product reviews using blogs and associated technologies. This thesis presents an in depth qualitative investigation to understand how this emerging actor category have been able to establish an influential status. Existing literature often labelled bloggers as “opinion leaders” obscuring what is new and different about them. Building a practice based discussion of these emerging actors aims to capture activities and processes in a wider, natural setting. Paired with the exploratory nature of research, this thesis draws on a conceptually grounded, qualitative research approach utilising interviews with key tech-bloggers, marketers and blog analysis. Findings show that these emerging actors engage in three distinct but interrelated practices centred on audience construction, content development and network formation. Audience construction requires emerging actors to develop quality content utilising existing networks composed of other actors within the same category and the audience. As a consequence, emerging actors are socially embedded in a multiplicity of interactions online and offline to develop their blog and their content. This study contributes to existing concepts in eWOM by showing how emerging actors develop a particular expertise, distinct from consumers, in attracting an audience. Furthermore, these emerging actors transform from being knowledge replicators to become knowledge producers developing communication content in line with a wider audience. As tech-bloggers become more established as emerging actors, tech companies are adapting their marketing to account for these practices. The result is a co-creation of product news and advice on new products between emerging actors, marketers and the audience. Thus, this work gives a more nuanced account of eWOM and the role of emerging actors shaping communication in this sector.

Purpose: The aim of this bachelor thesis is to investigate the relationship of online subcultures, electronic trust, electronic word-of-mouth, and purchase intention towards a special event within selected Facebook Pages. Background: Given the increasing impact of social media platforms in communications not only between consumers, but also consumers and companies, this study takes a deeper look at the influence that companies can exercise on consumer’s purchase intention for a special event through these platforms. The background is based on previous researches and existent theories related to products, which are tested for a special event. Method: In order to fulfill the purpose of this study  a cross-sectional design is applied. A deductive approach is followed, and a quantitative method is used through the application of questionnaires in order to collect the empirical data necessary to answer  the given research questions. The questionnaires were distributed to the selected sample, which is anyone who “likes” the following Facebook Pages: Sweden Rock Festival, Göteborg Horse Show, Hultsfred, and Swedish Speedway Grand Prix. Conclusion: Based on the background a modest to strong relationship was expected  between the measured variables. This however has been disconfirmed by the results, thus showing a weaker relationship than has been previously tested with regards to a product. The main finding is that when it comes to special events, the organizer is seen as a more reliable source, thus it is more influential than fellow members of the Facebook Page.

隨著網路平台的蓬勃發展，消費者得以從網路上進行各種消費經驗的搜尋及分享，網路平台上流傳的口碑資訊成為了消費者更深入評判產品及服務的參考資訊，相對而言，過去傳統廣告浮誇、隱惡揚善的包裝手法對於產品行銷以及消費者態度的提升效果則日漸趨弱。本研究旨在探討網路口碑、單雙面廣告以及情境涉入對於消費者態度的影響。更重要的是，本研究期望能針對雙面廣告是否具有降低負面評價之傷害的能力做一主題性的探討。 本研究採用了2（情境涉入程度：高涉入、低涉入）×2（廣告訊息：雙面、單面）×2（網路口碑：正面傾向、負面傾向）的三因子實驗設計。實驗結果有幾項發現：首先，正面傾向的網路口碑對受測者對於廣告信任、廣告觀感、產品觀感、產品喜好、購買意願有顯著的正面影響。其次，受測者對廣告的信任程度，會因情境涉入程度和單雙面廣告而有所差異。高情境涉入者對單面和雙面廣告的信任程度並沒有顯著差異，而低情境涉入者則對單面廣告的信任程度較高、對雙面廣告的信任程度較低。再來，在廣告觀感的部分，受測者則會受單雙面廣告和網路口碑正負面傾向的交互影響。當受測者閱讀的是單面廣告，其對單面廣告的觀感會因網路口碑的正負面傾向而有顯著差異；而當受測者閱讀的是雙面廣告，其對雙面廣告的觀感則不會因網路口碑的正負面傾向而有顯著差異。最後，在網路口碑觀感的部分，受測者亦會受單雙面廣告和網路口碑正負面傾向的交互影響。當受測者閱讀的是單面廣告，其正面及負面傾向網路口碑之觀感的評分上有顯著的差異；而當受測者閱讀的是雙面廣告，其正面及負面傾向網路口碑之觀感的評分上則沒有顯著的差異。 整體而言，本研究點出網路口碑對於不同涉入程度消費者的態度皆具有深度影響力，提醒廠商必須採取更積極的作為，同時也討論了雙面廣告的利益與風險，比方預防網路口碑對消費者態度造成波動的可能性等正面效益，以及使廣告及產品觀感降低等風險，給予廠商一個兼具正反面探討的參考策略。 / With the rapid development of the network platform , consumers are able to search and share a variety of consumption experiences through the Internet. Electronic word of mouth (eWOM) has become a more reliable reference information of products and services. In contrast, those traditional pompous advertising has weaker marketing effects for products and service. This study aimed to explore the influence of eWOM, one or two -sided advertisement, and situational involvement toward consumer attitudes . More importantly , this study expect to explore if two-sided ad has the ability to reduce the damage of negative eWOM. The study used a 2 ( situational involvement : high, low ) × 2 ( ad message: one-sided, two-sided ) × 2 ( eWOM : positive tendency, negative tendency ) three-factor experimental design. The result has several findings : First , the positive-tendency eWOM has a significant positive impact on ad-trust, ad-recognition, product- recognition, product-likeness and purchase intention. Second, the trust in ad seems to be impaced by situational involvement and one or two-sided ad . Subjects with high situational involvement have no significant differences in trust of one or two sided-ad. While subjects with low situational involvement have higher degree of trust in one-sided ad , and lower degree of trust in two-sided ad. Third , ad-recognition seems to be impacted by the type of ad and the tendency of eWOM . When the subjects read a one-sided ad , their recognition of one-sided ad have been significantly impacted by positive or negative eWOM; When subjects read a two-sided ad , their recognition of one-sided ad haven’t been significantly impacted by positive or negative eWOM. Forth, eWOM-recognition seems to be impacted by the type of ad and the tendency of eWOM, too . When the subjects read a one-sided ad , their recognition of positive or negative eWOM have significant difference. When subjects read a two-sided ad , their recognition of positive or negative eWOM have no significant differences. Overall, the study points out the deep influence of eWOM on consumer attitudes, which remind manufacturers must take a more proactive actions. The study also discusses the benefits and risks of two-sided ad, such as reducing the influence of negative eWOM but also lower the ad-recognition , giving manufacturers a reference for strategy development .

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.

Denna studies syfte är att beskriva hur elektronisk Word of Mouth i ett onlineforum påverkar besökares köpval. Tidigare studier har fokuserat på att identifiera potentiella faktorer som kan ha en påverkan på köpval inom onlineforum. Men det har ej undersökts hur besökare av onlineforum uppfattar effekten på köpval. Därmed fanns det en kunskapslucka för denna studie att undersöka. För att ta reda på detta gjordes en enkät tillgänglig för besökare av ett onlineforum. Onlineforumet som valdes heter Swedroid och är inriktade på elektronikprodukter. Den information om produkter som existerar på onlineforumet klassificeras som elektronisk Word of Mouth. Resultaten från enkäten visar att en klar majoritet av respondenterna anser att onlineforumet innehåller relevant information om produkter, vilket kan användas för att stödja ett köpval. Dock ansåg en lägre andel att informationen i forumet har varit en avgörande faktor för köp. I analysen framkom det två möjliga anledningar till detta. Informationen som en besökare har kommit i kontakt med kan ha varit otillräcklig. Informationen kan ha varit negativ, vilket leder till besökaren ej vill köpa produkten. Slutsatsen från detta är därmed att elektronisk Word of Mouth inom ett onlineforum påverkar besökares köpval genom att de kommer i kontakt med trovärdig och relevant information, men dess effekt på köpval påverkas av informationens innehåll. / The purpose of this study is to describe how electronic Word of Mouth within an online forum influence visitors purchase decision. Previous studies about electronic Word of Mouth within online forums have focused on identifying potential factors that can influence visitors purchasing decisions. But they have not investigated visitors own perception of the effect of electronic Word of Mouth. Therefore there is a knowledge gap for this study to explore. A survey was made available to visitors of an online forum. The online forum that was chosen is called Swedroid and has a focus on consumer electronics. The information about products available in the online forum is classified as electronic Word of Mouth. The results from the survey show that a clear majority of respondents believe that the online forum contains relevant product information, which can be used to support a purchase choice. However, a lower proportion of the information in the forum is considered a decisive factor in purchasing. The analysis show two possible reasons behind this. The information that repsondent have come in contact with could be insufficient for making a purchase decision. Or information may have been negative, which causes the visitor to not buy the product. The conclusion is that electronic Word of Mouth within an online forum influences visitors purchasing choices by visitors getting in contact with credible and relevant information, but its effect on purchasing choices is influenced by the content of the information.