Background: Thanks to digitalization, the current generation Y is constantly exposed to advertising and information, blurring boundaries that can lead to a “buzz”, process more and more common online due to the possibility to publicly respond. Purpose: The aim is to understand the processes leading to a possible influence of consumer perception via negative online word-of-mouth and advertisements deemed controversial. Method: As an exploratory study, this paper conducted qualitative interviews with a group of students in which they will react to two cases of viral, controversial advertisement. Conclusion: The results show that there is indeed a relation between being exposed to negative online word-of-mouth: controversy and interpretation of the content influence the customer’s opinion.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-39918 |
| Date | January 2018 |
| Creators | Hoarau, Anne-Gabrielle, Gendre, Lara, Ricard, Victor |
| Publisher | Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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