publication . Bachelor thesis . 2017

The Influence of Reviewers on Millennial Consumers

Svantesdotter, Emma; Tran, Hoa Mai; Guerra, Ana;
Open Access English
  • Published: 01 Jan 2017
  • Publisher: Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi
  • Country: Sweden
Abstract
Background: The digital world of today alters the way consumers search, communicate, and perceive information significantly. Specifically, the traditional word-of-mouth, which refers to the exchange of information between consumers about products and brand, has become digitalized. This transforms word-of-mouth into electronic wordof-mouth, which serves as a user-generated information resource and can be accessed through various social media platforms. Problem: The ubiquitous presence of social media platform usage increases consumer’s exposure to electronic word-of-mouth reviews of goods and services. Previous studies primarily emphasized the effect of eWoM revi...
Subjects
free text keywords: millennials, electronic word-of-mouth, Business Administration, Företagsekonomi
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