Purpose: The aim of the study is to find out which factor of brand awareness, digital content marketing on social media and eWOM, has the greatest impact on a consumer's online purchase decision.  Methodology: A quantitative study that aims to create a basic understanding of which variable of brand awareness, social media content marketing and eWOM has the greatest impact on a consumer's purchase decision. Data was collected via online survey, with 319 responses, which are analyzed in order to draw a relevant conclusion.  Findings: Based on the collected survey data and previous studies, this study provides insights into the research question, “Which impacts consumers' online purchase decisions most: brand awareness, digital content marketing on social media, or eWOM?”. The findings suggest that brand awareness is perceived to have the most significant influence on respondents' online purchase decisions. However, it is important to note that further in-depth investigation is required to draw definitive conclusions and provide a comprehensive understanding of consumers' online purchase decisions. Therefore, the research question may remain partially unanswered, highlighting the need for future research in this area.  Research limitations: This study is geographically limited to consumers in Sweden and a survey is sent out to respondents of different ages via social media. / Syfte: Syftet med studien är att få svar på vilken variabel av varumärkeskännedom, digital innehållsmarknadsföring på sociala medier och eWOM som har störst påverkan på konsumentens köpbeslut online utifrån studiens insamlade data.  Metod: En kvantitativ studie som syftar till att skapa en grundläggande förståelse för vilken variabel av varumärkeskännedom, digital innehållsmarknadsföring på sociala medier och eWOM som har störst påverkan på en konsumentens köpbeslut. Data var insamlad via en online enkät, med 319 svar, som analyserades för att kunna dra en relevant slutsats.  Resultat: Baserat på den insamlade data från enkätundersökningen, samt tidigare teorier, ger denna studie en inblick i forskningsfrågan, “Vilket av varumärkeskännedom, digital innehållsmarknadsföring på sociala medier eller eWOM har störst påverkan på konsumenters köpbeslut online?”. Resultaten tyder på att varumärkeskännedom uppfattas ha störst inverkan på respondenternas köpbeslut online. Det är dock viktigt att notera att det krävs ytterligare djupgående undersökningar för att dra definitiva slutsatser och ge en omfattande förståelse för konsumenternas köpbeslut online. Därför kan forskningsfrågan förbli delvis obesvarad, vilket understryker behovet av framtida forskning inom detta område.  Avgränsningar: Denna studie är geografiskt avgränsad till konsumenter i Sverige och en enkät skickas ut till respondenter i olika åldrar via sociala medier.

Denna studie har undersökt hur digitaliseringen påverkar kundretention i dagligvaruhandeln vilket är ett intressant och aktuellt ämne. I dagens samhälle där det råder mycket osäkerhet kring världsekonomin vilket markant påverkar konsumenters privatekonomi och livsmedelsindustrin, har det varit intressant att undersöka konsumenters köpbeteende och reaktioner till ekonomikrisen. På grund av hur dagligvaruhandeln ser ut har det varit relevant att undersöka hur konsumenter svarar på företags tillämpning av digitala verktyg för att optimera kundretention.  För att besvara undersökningens syfte utfördes en empirisk studie. En litteraturstudie har utförts för att undersöka det studerande fenomenet samt vad tidigare forskning har resulterat i. Efter litteraturstudien tillämpades en enkätundersökning som vidare sammanställdes för att analyseras i statistikprogrammet IBM SPSS. I SPSS skapades bivariata analyser i form av korstabellsanalys, korrelationsanalys och regressionsanalys för att skapa och identifiera korrelationer och samband mellan de undersökta variablerna.  Studiens resultat visar att kombinationen av pris, geografiskt läge samt erbjudanden och rabatter är betydande faktorer för kundretention. Studien visar även att digitaliseringen har en betydande effekt på kundretention. Teknologins ständiga utveckling bidrar till implementering av nya verktyg som effektiviserar hanteringen av kunddata för att stärka kundrelationer och öka kundretention. / This thesis has studied how digitization affects customer retention in the grocery trade, which is an interesting and relevant topic. In today's society, where there is much uncertainty surrounding the world economy, which significantly affects consumers' private finances and the food industry, has it been interesting to examine consumers' buying behavior and reactions to the economic crisis. Due to the circumstances in the grocery trade, has it been relevant to study how consumers respond to companies' application of digital tools to optimize customer retention. In order to answer the purpose of the survey, an empirical study was carried out. A literature study has been carried out to investigate the studied phenomenon and what previous research has resulted in. After the literature study, a questionnaire survey was applied which was further set to be analyzed in the statistical program IBM SPSS. In SPSS, bivariate analyzes were created in the form of cross-tabulation analysis, correlation analysis and regression analysis to create and identify correlations and connections between the studied variables. The results of the study show that the combination of price, location, offers and discounts are significant factors for customer retention. The study also shows that digitization has a significant effect on customer retention. The constant development of technology contributes to the implementation of new tools that streamline the handling of customer data to strengthen customer relationships and increase customer retention.

Denna studie är ett examensarbete utfört i Grafisk design och kommunikation vid Tekniska högskolan vid Linköpings universitet. Studien syftade till att undersöka till vilken grad konsumentgenererat innehåll används av företag och användare samt användarnas motiv till varför de skapar konsumentgenererat innehåll. Vidare kommer studien undersöka hur konsumentgenererat innehåll gestaltas samt vilka tillvägagångssätt som finns för att uppmana till konsumentgenererat innehåll och vilket som fungerar bäst. Med hjälp av tre olika metoder kunde syftet besvaras. Studien innefattade en empirisk förstudie, semistrukturerade intervjuer med personer som har förstahandserfarenhet av konsumentgenererat innehåll samt genom en observation och bildanalys på två utvalda företags Instagramkonton. Resultatet av studien påvisar att det finns flera olika tillvägagångssätt för företag att uppmuntra till konsumentgenererat innehåll på Instagram. Det framkommer även varför användare motiveras till att skapa konsumentgenererat innehåll, en av dessa motivationer är att bidra till informationssökning. Innehållets gestaltning tenderar att spegla företagets värderingar. / This study is a bachelor dissertation project carried out at the program Graphic Design and Communication at the department of Technology at Linköping University. The study aimed to investigate the extent to which consumer-generated content is used by companies and users as well as users' motives for why they create consumer-generated content. Furthermore, the study will examine how consumer-generated content is designed and what approaches are available to encourage consumer-generated content and which works best. Using three different methods. Using three different methods, the purpose could be answered. The study includes an empirical feasibility study, semi-structured interviews with people who have first-hand experience of consumer-generated content and through an observation and image analysis on two selected companies' Instagram accounts. The results of the studies show that there are several different approaches for companies to encourage consumer-generated content on Instagram. It also appears why users motivate the creation of consumer-generated content, and one of these motivations is to contribute to information retrieval. The design of the content tends to reflect the company's values. / <p>Examensarbete utfört i Grafisk design och kommunikation vid Tekniska högskolan vid Linköpings universitet</p>

Denna studie är ett examensarbete utfört i Grafisk design och kommunikation vid Tekniska högskolan vid Linköpings universitet. Studien syftade till att undersöka till vilken grad konsumentgenererat innehåll används av företag och användare samt användarnas motiv till varför de skapar konsumentgenererat innehåll. Vidare kommer studien undersöka hur konsumentgenererat innehåll gestaltas samt vilka tillvägagångssätt som finns för att uppmana till konsumentgenererat innehåll och vilket som fungerar bäst. Med hjälp av tre olika metoder kunde syftet besvaras. Studien innefattade en empirisk förstudie, semistrukturerade intervjuer med personer som har förstahandserfarenhet av konsumentgenererat innehåll samt genom en observation och bildanalys på två utvalda företags Instagramkonton. Resultatet av studien påvisar att det finns flera olika tillvägagångssätt för företag att uppmuntra till konsumentgenererat innehåll på Instagram. Det framkommer även varför användare motiveras till att skapa konsumentgenererat innehåll, en av dessa motivationer är att bidra till informationssökning. Innehållets gestaltning tenderar att spegla företagets värderingar. / This study is a bachelor dissertation project carried out at the program Graphic Design and Communication at the department of Technology at Linköping University. The study aimed to investigate the extent to which consumer-generated content is used by companies and users as well as users' motives for why they create consumer-generated content. Furthermore, the study will examine how consumer-generated content is designed and what approaches are available to encourage consumer-generated content and which works best. Using three different methods. Using three different methods, the purpose could be answered. The study includes an empirical feasibility study, semi-structured interviews with people who have first-hand experience of consumer-generated content and through an observation and image analysis on two selected companies' Instagram accounts. The results of the studies show that there are several different approaches for companies to encourage consumer-generated content on Instagram. It also appears why users motivate the creation of consumer-generated content, and one of these motivations is to contribute to information retrieval. The design of the content tends to reflect the company's values. / <p>Examensarbetet är utfört vid Institutionen för teknik och naturvetenskap (ITN) vid Tekniska fakulteten, Linköpings universitet</p>

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Denna studie behandlar elektronisk word-of-mouth (eWOM) och syftar till att undersöka hur serviceföretag i sina kommunikationsstrategier kan förhålla sig till den eWOM som skapas på deras Facebook-sida på grund av användarnas möjlighet att interagera med varandra. Detta görs utifrån Skånetrafiken som exempel, vilka tillhandahåller kollektivtrafiken i Skåne. Vidare syftar studien även till att testa och identifiera vilka faktorer som är avgörande då användare bedömer information från en annan användare eller företag som tillförlitlig eller ej. Likväl hur företag kan förhålla sig till dessa. Detta studeras genom en netnografisk undersökning, två semistrukturerade gruppintervjuer samt en webbenkät. Studiens material utgörs av perspektiv från beslutsfattare och kundservice på Skånetrafiken samt perspektiv från Facebook-användare, vilka presenteras separat för att sedan sammankopplas. Det kan utifrån denna studie utläsas att Skånetrafiken har en strategi för kommunikationen på Facebook-sidan likväl som att det där förekommer en del eWOM, varpå företaget försöker bemöta denna. Vidare har även ett antal faktorer, vilka påverkar tillförlitligheten i eWOM identifierats. Det föreslås att serviceföretag, utifrån Skånetrafiken som exempel, bör skapa sig kännedom om eWOM, användarnas inflytande, de faktorer som påverkar tillförlitligheten såväl som hur eWOM kan hanteras. / Denna studie behandlar elektronisk word-of-mouth (eWOM) och syftar till att undersöka hur serviceföretag i sina kommunikationsstrategier kan förhålla sig till den eWOM som skapas på deras Facebook-sida på grund av användarnas möjlighet att interagera med varandra. Detta görs utifrån Skånetrafiken som exempel, vilka tillhandahåller kollektivtrafiken i Skåne. Vidare syftar studien även till att testa och identifiera vilka faktorer som är avgörande då användare bedömer information från en annan användare eller företag som tillförlitlig eller ej. Likväl hur företag kan förhålla sig till dessa. Detta studeras genom en netnografisk undersökning, två semistrukturerade gruppintervjuer samt en webbenkät. Studiens material utgörs av perspektiv från beslutsfattare och kundservice på Skånetrafiken samt perspektiv från Facebook-användare, vilka presenteras separat för att sedan sammankopplas. Det kan utifrån denna studie utläsas att Skånetrafiken har en strategi för kommunikationen på Facebook-sidan likväl som att det där förekommer en del eWOM, varpå företaget försöker bemöta denna. Vidare har även ett antal faktorer, vilka påverkar tillförlitligheten i eWOM identifierats. Det föreslås att serviceföretag, utifrån Skånetrafiken som exempel, bör skapa sig kännedom om eWOM, användarnas inflytande, de faktorer som påverkar tillförlitligheten såväl som hur eWOM kan hanteras. / This study concerns electronic word-of-mouth (eWOM). The aim of the study is to investigate how the communication strategies of service providers could handle the eWOM on their Facebook pages due to user interaction. This through Skånetrafiken as an example, which provides the public transport in Skåne. Furthermore, the study also aims at testing and identifying which factors that are crucial when users assess information from other users or companies as reliable or not, as well as how companies can relate to these factors. The methods used are a netnographic study, two semi-structured group interviews and a web survey. The study material consist of perspectives from decision makers and customer service at Skånetrafiken as well as perspectives from Facebook-users, which is presented separately and then linked together. This study illustrates that Skånetrafiken has a strategy for the communication on the Facebook page and that some eWOM occur on their page, on which the company tries to respond. Further, a number of factors that affect the credibility of eWOM has been identified. It is suggested that service providers, based on Skånetrafiken as an example, should acquire awareness of eWOM, user influence and factors affecting the credibility as well as how eWOM can be managed. / This study concerns electronic word-of-mouth (eWOM). The aim of the study is to investigate how the communication strategies of service providers could handle the eWOM on their Facebook pages due to user interaction. This through Skånetrafiken as an example, which provides the public transport in Skåne. Furthermore, the study also aims at testing and identifying which factors that are crucial when users assess information from other users or companies as reliable or not, as well as how companies can relate to these factors. The methods used are a netnographic study, two semi-structured group interviews and a web survey. The study material consist of perspectives from decision makers and customer service at Skånetrafiken as well as perspectives from Facebook-users, which is presented separately and then linked together. This study illustrates that Skånetrafiken has a strategy for the communication on the Facebook page and that some eWOM occur on their page, on which the company tries to respond. Further, a number of factors that affect the credibility of eWOM has been identified. It is suggested that service providers, based on Skånetrafiken as an example, should acquire awareness of eWOM, user influence and factors affecting the credibility as well as how eWOM can be managed.

Purpose The purpose of this research is to investigate online WOM in terms of its practice and the effect it can have on movie consumers. What are the motives moviegoers have in generating eWOM? Where can eWOM on movies be found online, and how does it impact its readers? Design/methodology/approach In order to develop our aim and research questions, the main concepts about WOM in general and WOM in the film industry were reviewed. Furthermore, the method of research was quantitative and was conducted on Business students at the University of Gävle, Sweden. An online survey was put at their disposal by mail as well as social media. Findings With the help of the results of our study, we discovered that our respondents had a positive attitude towards generating online WOM if given the opportunity. We identified the main motives movie consumers have, when it comes to generating eWOM, positive as well as negative. The effect of eWOM on moviegoers was also analyzed and we could conclude that positive eWOM can influence moviegoers to consider a specific movie and negative eWOM can either have no impact on filmgoers or make them disregard the specific movie. Finally, our findings also suggest that social media and review websites are the most used platforms for eWOM on movies. Theoretical &amp; Practical implications This research offers a base for further research as it specifically focuses on consumer behavior towards eWOM, specifically in the film industry. The behavior of the consumers was examined from both the negative and the positive aspects of eWOM to deeper understand the effect it has in the film industry. Furthermore, the willingness to generate eWOM, motives, platforms of generation and effect were also key aspects of our research. Originality/value This research is unique in its kind due to its consideration of differentiating on both negative and positive aspects of eWOM. Previous research tends to focus only on the general phenomena of WOM, which did not give the possibility to understand the different ways it affects the consumers.

Nowadays rapid development of information and communication technologies induced changes in many spheres of society. Digital media gives an access to diverse information sources ensuring vast available information. However, it became more difficult to evaluate credibility of these sources and quality of information provided by them. Issues of source credibility and information quality are particularly important in the context of online shopping. Consumers have to rely on information provided by online retailers and other sources in order to make a right purchase decision. The purpose of this master thesis is to examine effects of source credibility and information quality on attitude toward using the information source and purchase intention. Previous research investigated these effects only for one information source, thus, this study addresses this gap by exploring three online information sources: retailer source, eWOM source and neutral source. Furthermore, the theoretical framework is applied to the context of online apparel shopping, as no similar studies have beenconducted in this area before. We have formulated the following research question: What kind of effects do source credibility and information quality have on attitude toward using information source and purchase intention of apparel products? We used Theory of Reasoned Action and Information Adoption Model to develop a conceptual model. Data was collected from a sample of 180 respondents, who completed the online survey. Empirical findings demonstrate that factors of source credibility such as trustworthiness, expertise and attractiveness have positive effects on the attitude toward using eWOM source, while only trustworthiness and expertise positively affect the attitude toward using neutral source. For eWOM and neutral source relationships between factors of information quality and the attitude toward using the information source were found insignificant. On the contrary, for retailer source only factors ofinformation quality, accuracy and relevance, show positive effects on the attitude toward using retailer source. For all three sources attitudes toward using the information source and subjective norms positively affect purchase intentions. This work contributes to the existing knowledge by examining three online information sources in one study, which enables to discover differences in effects of source credibility and information quality on the attitude toward using the information source and purchase intention among sources. Furthermore, this paper provides recommendations for practitioners regarding improvement of perceived credibility and information quality ofeach information source in order to increase the number of consumers willing to use the source during information search.

With an increased number aesthetic surgeries performed in Sweden combined with social media used as a marketing tool, potential clients are exposed for persuasive marketing messages. The harder competition has led to a pressure on prices and the requirements of marketers’ creativity have increased. We predicted that this industry faces ethical challenges which makes it worth investigating.  The purpose of the study was to explore how young women view and respond to marketing by aesthetic surgery clinics in social media. In order to fulfill the purpose a qualitative approach was conducted through the use of two different focus group interviews. Twenty screenshots were discussed by eight young Swedish women where two of them have undertaken aesthetic procedures.   The conclusions of the study shows how different marketing messages can be viewed and how clients respond to them. The respondents perceived a normalization of aesthetic procedures due to social media marketing. Furthermore, the findings also suggest that there is a difference in how young women who undertook aesthetic procedures view and respond to the marketing compared to the unexperienced women. Marketing that communicates professionalism is likely to be more positively viewed by clients. This study further confirms our predictions regarding an ethical tension between the marketing messages and the recipients.  The implications of the study are an increased awareness of how this type of marketing is viewed from young women’s perspective. Furthermore, future research could focus on if surgeons are persuasive during consolations and how this is revealed.

In recent years, social networking sites have become a prevailing communication technology in the evolution of the digital era for today’s Internet users (Ipsos Insight 2007). As more and more marketers attempt to harness the power of electronic word-of-mouth (eWOM) in social networking sites (Williamson 2006), rigorous investigation of determinants that lead to consumers’ engagement in eWOM via the social networks is becoming critical. A central question to answer is what factors influence eWOM behavior in social networking sites and what are the underlying processes of eWOM communications in this new social medium. This study focuses on five social relationship variables: social capital, tie strength, homophily, trust, and consumer susceptibility to interpersonal influence that are all related to eWOM behavior in social networking sites. An online survey with a sample drawn from a large southwestern university was conducted to examine predictors of eWOM in social networking sites. Results from a series of multiple regression analyses indicate that certain social relationship variables are significant predictors that relate to social networking site users’ eWOM behavior. Out of the five relationship variables, social capital, homophily, trust, and interpersonal influence were found to significantly relate to users’ engagement in eWOM communications, whereas no effect was found with regard to tie strength. My dissertation research provides a theoretical understanding of consumers’ use of social networking sites as a vehicle for eWOM and contributes to the literature on computer-mediated communication with specific emphasis on online social media. Managerially, findings from this research could provide marketers with valuable information to establish their long-term relationships with consumers and use beneficial eWOM to promote selected brands. In conclusion, examining social relationships in social networking sites could contribute to our understanding of the determinants of consumer engagement in eWOM, which in turn influences the extent and pattern of eWOM and enables companies to deliberate their product diffusion strategies. / text