The impact of electronic word-of-mouth on consumer behavior : the role of motivations and individual characteristics
Dobbelsteyn, Thomas
Promotor(s) : Dessart, Laurence
Date of defense : 15-Jan-2018/19-Jan-2018 • Permalink : http://hdl.handle.net/2268.2/4390
Details
Title : | The impact of electronic word-of-mouth on consumer behavior : the role of motivations and individual characteristics |
Translated title : | [fr] L'impact du bouche à oreille électronique sur le comportement consommateur : le rôle des motivations et des caractéristiques individuelles |
Author : | Dobbelsteyn, Thomas |
Date of defense : | 15-Jan-2018/19-Jan-2018 |
Advisor(s) : | Dessart, Laurence |
Committee's member(s) : | Lara Quintanilla, Marta |
Language : | English |
Number of pages : | 105 |
Keywords : | [en] electronic word-of-mouth, eWOM, consumer behavior, digital marketing, internet |
Discipline(s) : | Business & economic sciences > Marketing |
Target public : | Researchers Student |
Institution(s) : | Université de Liège, Liège, Belgique |
Degree: | Master en sciences de gestion, à finalité spécialisée en Marketing |
Faculty: | Master thesis of the HEC-Ecole de gestion de l'Université de Liège |
Abstract
[en] 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.
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