Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

The development of Internet technologies has revolutionized the way people interact, both socially and economically. Nowadays, people have many more opportunities to communicate with one another online and make better informed economic decisions. The internet also enables consumers to exchange electronic word-of-mouth and share their experiences, which is expected to have a significant impact on the success of goods and services.
The overall purpose of this thesis is to investigate the role of electronic word-of-mouth in this modern digital marketing environment. To do so, this paper studies the impact of individual characteristics and motivations on consumer behavior using a quantitative research method. The results demonstrate the impact of the type of motivation in determining consumers’ evaluations and buying intentions of a product. Moreover, it confirms the significant influential power that electronic word-of-mouth possesses. Additionally, the thesis introduces a discussion about the practical implications of electronic word-of-mouth and its potential ethical issues in the context of marketing.

electronic word-of-mouth, eWOM, consumer behavior, digital marketing, internet --- Sciences économiques & de gestion > Marketing

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

Guide pour les professionnels de la communication et du marketing souhaitant exploiter de manière efficace les médias et réseaux sociaux en ligne.

Mass communications --- Business communication --- Buzz marketing (Internet) --- Communicatie en technologie --- Communicatie in de onderneming --- Communicatie in organisaties --- Communication and technology --- Communication dans l'entreprise --- Communication dans les entreprises --- Communication dans les organisations --- Communication et technologie --- Communication in organizations --- Communication institutionnelle --- Communication interne --- Communication organisationnelle --- Cyber-marketing --- Cybermarketing --- E-marketing --- Entreprises--Communication --- Internet [Marketing sur ] --- Internet marketing --- Marketing en ligne --- Marketing sur Internet --- Marketing électronique --- Ondernemingen--Communicatie --- Organisations et communication --- Planification stratégique --- Strategic planning --- Strategische planning --- Webmarketing --- Electronic villages (Computer networks) --- Communautés virtuelles --- Communication dans l'entreprise Communicatie (bedrijven) --- Information (communication) Informatie (communicatie) --- Communication externe Externe communicatie --- Web Web --- Réseaux Netwerken --- Communautés virtuelles --- Planification stratégique --- Social networks --- Economic aspects --- réseau social --- Réseaux sociaux --- Aspect économique