Background: The great majority of travellers read online reviews before selecting a hotel. Showcasing how big of a role online customer reviews (OCR) play in the consumer decision-making process. Apart from potential financial gains, reviews also help to indicate the areas that performed excellently and those that still need to be improved. However, only a part of hotel visitors actually leave an online review after a hotel stay indicating that there is still room for increasing the amount of OCR left to boost hotel performance and drive sales.   Purpose: The purpose of this research is to explore how hotel managers work with OCR and provide recommendations on how they can incorporate it into their business successfully. Method: This study follows a qualitative research approach by conducting semi-structured interviews with five hotel managers and a CEO from a ratings and review agency.  Conclusion: The study found that although all hotels use OCR to some extent, chain hotels often apply more advanced strategies. This study identified several strategies that could be adopted to increase the amount of online reviews. For instance, by developing omnichannel to make the customer experience seamless, offer them easy feedback tools, and the possibility to give short reviews. This is in addition to offering the option for guests to choose if they want to share longer and deeper feedback afterwards. Also, it is important to research when it is most convenient for hotel guests to leave a review. This would be either straight after the hotel stay or a few days later. Overall, it is important to develop good customer relationship management to improve customer satisfaction, but at the same time have a well-developed service failure system in case something negative is indicated in the review.

Even two years after the COVID-19 pandemic, the meeting and event industry's efforts must focus on understanding attendees' purchase behaviors and event modality preferences. This study aims to address these factors by using a 2 (Event modality: in-person or virtual) × 6 (six dimensions of perceived value: social value, emotional value, monetary value, functional value, novelty value, and convenience value) between-subject experiment design and a 6 (Six dimensions of perceived value (PV): social value, emotional value, monetary value, functional value, novelty value, and convenience value) x 2 (PV effect on word-of-mouth (WOM) intent and repeat purchase intent (RPI)) between-subject experimental design. Specifically, it applies the perceived value theory in investigating the effects of different value dimensions (social, emotional, monetary, functional, novelty, and convenience) based on attendee event modality (in-person or virtual) and their impact on WOM intent and RPI. The data was collected via Prolific. Different ANOVA and t-tests were conducted. The results suggest that event modality had little bearing on the six dimensions of PV. Results also showed that PV positively impacts WOM intent and RPI.

<p>Abstract</p><p>Title: Manipulation or relation – the language as an instrument for influence (relation eller manipulation – om språket som medel för påverkan)</p><p>Number of pages: 42</p><p>Author: Matilde Johansson</p><p>Tutor: Peder Hård af Segerstad</p><p>Course: Media and Communication Studies C</p><p>Period: Autumn term 2007</p><p>University: Division of Media and communication, Department of information science, Uppsala university</p><p>Purpose/Aim: The aim of this essay is to gain a deeper understanding of how communication consultants work with communication. The purpose is to sort out whether or not the consultants have the same view in their strategic work with influence as they have when they build relations to customers. In the end the essay will answer if the perspective is the same between their strategic work, their relations and the research definition of how to obtain a genuine dialogue and a good relationship.</p><p>Material/Method: This is a qualitative research. I have interviewed five communication consultants from three different corporations. In the analysis the data from the interviews will be applied with relevant communication theory.</p><p>Main results: In broad outline the result shows that communication consultants see communication mainly as a verbal instrument with a capacity to influence other people through the conversations between them. It’s the integration and the talk between people that affects them and make changes possible. In their relations with customers they strive for a personal relationship based on dialogue and mutual understanding. To affect others they work with word-of-mouth and storytelling, both of these strategic types deal with verbal communication and networking. The conclusion is that they mainly base their view of communication from a cultural perspective.</p><p>Key Words: Communication consultants, public relation, relation, dialogue, influence, cultural perspective, sensemaking, mutual understanding, people who influence people, word-of-mouth, storytelling</p>

在現今這個「宅經濟」漸漸蓬勃的的年代，上網購物變成一種新興的購物 型態與休閒娛樂的管道，越來越多人選擇上網採購以免除出外購物所耗損 的時間跟精力。因此，網路拍賣開始受到許多人的歡迎，舉凡吃、穿、用 的，都可以在拍賣的世界中找到各式商品。但是，網路購物雖然方便，卻 也因為消費者無法直接接觸賣方與商品而使得糾紛事件層出不窮。因此， 多數消費者對於網路購物一直存有或多或少的知覺風險。在缺乏面對面接 觸下，網路口碑變成消費者是否購買此一商品的重要考量。而拍賣網站中 所提供的評價機制，就是一種消費者藉由口碑來了解賣方的管道。因此， 本研究試圖探討賣方的評價內容留言，對消費者購買意願與知覺風險的影 響。透過實驗法，架設兩種情境。情境A讓受試者接收正面評價內容，而情 境B則讓受試者觀看負面評價內容。本研究對象皆為有網路購物經驗的大學 生與研究生，共收集了126份有效樣本，根據研究結果分析，所得結論有三： 一、賣方良好評價留言會減少買方的知覺風險，而極差評價留言會增加買 方知覺風險的程度。 二、知覺風險越高，購買意願則越低。 三、賣方的評價留言對買方的購買意願有顯著影響。 / Many consumers often hesitate to buy product on-line because of the perceived risk of losing money and the feeling of uncertainty about the credibility of the sellers. Therefore, many auction sites have built feedback systems in order to provide consumers a tool of reference when engaging in online shopping activities. This study conducts an experiment in order to investigate how feedback comments may influence consumers’ level of perceived risk and their purchase intention. The research mainly focuses on two different patterns of feedback comments (Outstanding comments and abysmal comments) in an online auction market, to see if these comments affect consumers’ level of perceived risk and their purchase intention. The research subjects are college and graduate school students who have previous online shopping experiences. In total, this study collects 126 validated samples. According to the research results, there are three main conclusions: 1. Seller’s outstanding feedback comments will decrease buyer’s perceived risk in online shopping; on the contrary, seller’s abysmal feedback comments will increase buyer’s perceived risk. 2. If the buyer has lower perceived risk, the purchase intention will be higher. 3. Seller’ feedback comments will influence buyer’s purchase intention.

根據美國National Endowment for Financial Education 2010年的調查，過去一年內80%的受訪者從事過衝動購買，可以認為衝動購買的發生十分普遍。衝動購買行為在過去數年已經受到多方領域的探討與研究，產出了豐富且重要的研究成果；隨著網際網路的出現，許多學者開始注意到網路對於線上或離線衝動購買的影響，但網路口碑對於衝動購買行為的影響尚有許多探討之空間，因此本研究的目的為探討網路口碑的資訊從眾對於消費者衝動購買之影響，以及商品需要和購買制約因素構成的干擾效果。本研究透過網路問卷進行研究資料的蒐集，調查對象為過去半年內曾經閱讀過某一商品網路口碑的網路使用者，共得有效樣本528份。研究結論為： 1. 消費者的網路口碑資訊從眾程度對於其閱讀商品網路口碑之後所產生的商品慾望具有正向影響，當網路口碑資訊從眾程度越高時，消費者閱讀口碑後的商品慾望程度也越高。此外，消費者受口碑影響後所產生的商品需要認知並不會干擾資訊從眾程度對於商品慾望的影響。 2. 消費者對於商品的慾望越高、衝動購買的意圖也越高。衝動購買意圖越高時，消費者衝動購買行為從事衝動購買的可能性也越高，並且只要稍加提高消費者的衝動購買意圖，衝動購買的可能性將大幅上升。 3. 衝動購買制約因素對於消費者的衝動購買意圖發展為衝動購買存在阻止效果，當消費者感受到制約因素時，衝動購買的發生可能性將降低。而主要會阻止消費者衝動購買的因素為「可運用購買預算的限制」。 本研究能提供給學術界與實務界進行衝動購買的研究參考與購物網站經營管理的規劃運用。

This master’s thesis in Library and Information Science examines the phenomenon ”pop up library” and how public libraries are working with projects within this area. The method to collecting data is qualitative interviews with represents from five libraries in Sweden. The theoretical framework mainly consists of theories from mar- keting management especially adapted for non-profit organizations and libraries. The main results of the study shows that the purpose of why the libraries are using this method is to attract new users, make the library more available, marketing the library, work with reading promotion, start up and/or develop cooperation’s with other organizations or units within the municipality. One desire with the pop up libraries is to attract people to also visit the physical main library but there is also a fear among the informants that some people will think that the pop up library is the only library in the community. Common factors seen in my informants view of pop-up library are: temporary, unexpected and adapted for the target audience and the environment. Pop up libraries is much about relationships, to build and develop relationships with both partners and prospective users. Pop up libraries can be seen as buzz marketing, an effective way to advertise with small means. By making them into "a hot topic" it generates a buzz and publicity in local media. The pop up libraries in this study are primarily implemented as projects, funded by external project funding. They do not require as much resources to implement but is more difficult to engage in regular activities. The opportunities that libraries see with the pop up library concept is to continue to reach out to new audiences by using new creative ways. This is a two years master’s thesis in Archive, Library and Museum studies.

The aim of the Diploma thesis is to create a measure-made and complex marketing plan for a family bakery, with the application of chosen modern methods in marketing.

This thesis examines how female consumers’ self-esteem may impact an influencer’s ability to create a purchase through suggesting and testing a developed conceptual model. The Source credibility model, Similarity and Tie-strength were utilized as underlying theoretical frameworks. Five different independent variables were identified; Source- Attractiveness, Trustworthiness, Expertise, Similarity, and Tie-strength, which were evaluated in relation to the dependent variable; Purchase intention. Lastly, Self-esteem was introduced as a moderating variable. The goal with the conceptual model was to gain a deeper understanding of how a consumer’s self-esteem may affect their purchasing behavior, as well as which factors that may influence their purchase intention. A quantitative research method was used, and ten hypotheses were developed from the conceptual model.    To test the hypotheses and answer the research questions, a questionnaire was distributed with the use of snowball sampling. Overall, 1029 Swedish females who followed an influencer on a social media participated in the survey. It was stated in the results and the analysis that all five independent variables had a significant positive relation on the consumer’s purchase intention. However, data shows that a consumer’s self-esteem solely had a relation on two of the five independent variables; Trustworthiness &amp; Tie-strength. Trustworthiness was found to have a negative relation to the purchase intention, while Tie-strength was found to have a positive relation. A content analysis was conducted in order to identify other factors that the participants in the survey felt had a significant impact on why they followed their favorite influencer. The result of the content analysis identified two more factors that may impact the ability of an influencer to create a purchase. These were the Entertainment value and the Core values of the influencer.

Ce travail doctoral a eu pour but de comprendre les relations des consommateurs aux marques, et plus particulièrement, la relation identitaire. Nous avons pris ancrage sur différentes théories : la théorie de l'Identité Sociale et la théorie de l'Interactionnisme Symbolique. Elles permettent d'expliquer les relations aux marques et le sens qui leur est attribué. La littérature a mis en exergue plusieurs manques. Ainsi, cette recherche s'organise autour de trois questions principales : l'impact des types d'images de marques (fonctionnelle, affective et symbolique) sur les variables relationnelles et comportementales ; les conséquences relationnelles et comportementales de l'identification à la marque, et enfin, les antécédents des communications de bouche à oreille. Notre étude empirique se compose ainsi, d'un échantillon de 403 individus. Chaque répondant évaluait la marque (alimentaire, soin dentaire ou habillement), qu'il achète le plus fréquemment. Les variables intégrées dans la recherche sont : identification à la marque, identification aux consommateurs de la marque, attachement, engagement (normatif et calculé), fidélité (par inertie, affective et sociale) et bouche à oreille. Les tests des hypothèses sont réalisés à partir d'équations structurelles, par la méthode du maximum de vraisemblance. Les résultats soulignent qu'une marque évaluée comme symbolique favorise le développement de relations consommateurs-marques fortes. Ces relations sont principalement, de type identitaire : identification à la marque et identification aux consommateurs. De plus, l'identification à la marque a une place centrale dans les relations des consommateurs aux marques / This doctoral dissertation was aimed to understand the consumer brand relationship, and more particularly, the relationship of identity. We took anchor on different theories: the Social Identity Theory and the Symbolic Interactionism Theory. They help explain the brand relationship and the brand meaning. The literature has highlighted several shortcomings. Thus, this research is organized around three main issues: the impact of brand images types (functional, emotional and symbolic) on relational and behavioral variables; the relational and behavioral consequences of brand identification and finally, the determinants of word-of-mouth communication. Our empirical study thus consists of a sample of 403 individuals. Each respondent evaluated the brand (food, clothing or dental care), they buy most frequently. The variables included in the research are: brand identification, consumer brand identification, brand attachment, brand commitment (normative and calculated), loyalty (inertia, emotional and social) and word of mouth. Testing hypotheses are made from structural equations by the method of maximum likelihood. The results highlight symbolic brand image promotes the development of strong consumer brand relationship. These relationships are mainly identity: brand identification and consumer brand identification. In addition, brand identification has a central place in brand relationship. More a consumer incorporates the brand in its self-concept, more the brand relationship is strong. Finally, brand identity relationship supports word-of-mouth communications. This link is accentuated when the brand is perceived as symbolic

Le bouche à oreille électronique s’est fortement développé ces dernières années surtout avec la multiplication de plateformes en ligne comme les réseaux sociaux. Traitant du cas des caractéristiques des messages en ligne (la force et de l’argumentaire des messages), ce travail nous a permis dans une première étape exploratoire de se familiariser avec le langage des internautes pour créer nos propres scénarios, de connaitre les principales interrogations des internautes concernant la crédibilité, la confiance et l’utilité de ces messages. Cette recherche et la revue de la littérature nous ont ainsi aidé à proposer un modèle conceptuel pivotant autour des caractéristiques des messages de bouche-à-oreille en ligne et leurs influences sur le comportement du consommateur.Une deuxième étape confirmatoire nous a permis de tester et de valider le modèle proposé etde vérifier ou d’infirmer certaines des hypothèses supposées. Les résultats statistiques montrent que les types des messages influencent la crédibilité perçue, l’intention d’achat et de recommandation. Les variables modératrices liées aux caractéristiques du récepteur des messages modèrent ces relations. Des variables médiatrices (i.e. la confiance perçue et l’utilité perçue des messages) sont considérées comme fondamentales pour l’évaluation des messages de bouche à oreille électronique. / The electronic word of mouth has grown considerably the last years especially with the proliferation of online platforms like social networks. Treating the specific case of the characteristics of online messages (the valence strength and arguments), this work has helped us in a first exploratory step to learn the language of the Internet to create our own scenarios, to know the main questions of users about the credibility and the trust and usefulness of these messages. This research and literature review have enabled us to propose a conceptual model to pivot about the characteristics of word-of-mouth messages online and influences on consumer behavior. Through a confirmatory analysis we tested and validated the proposed model and accepted and rejected some of our supposed hypothesis. The statistical output had shown that the types of messages influence the perceived credibility, purchase intent and recommendation. Moderator variables related to the characteristics of the message receiver moderate these relationships. Mediating variables (ie perceived trust and perceived usefulness of messages) are considered fundamental for the evaluation of electronic word of mouth messages.