Online word-of-mouth : Influences on brand perceptions and choices
Qvist, Anton (2009)
Qvist, Anton
HAAGA-HELIA ammattikorkeakoulu
2009
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-200903261808
https://urn.fi/URN:NBN:fi:amk-200903261808
Tiivistelmä
As the Internet keeps developing, it also creates new ways for the consumers to participate in the marketing activities, and share their experiences. Online word of mouth has become an important factor influencing consumers’ purchasing decisions. This thesis examines the impact that the word of mouth has on consumers and the reasons why they engage in it. The second objective of this thesis was to also research the companies’ side, should they somehow try to control the word of mouth, or maybe even participate in it. The research questions are: “How do consumers use WOM on the Internet and how does it affect their behavior?” and “Should companies response to this, and if so, how?”
The theoretical framework is based on literature review, it combines the basic information concerning word of mouth, the different types of WOM and the basic reasons that make people engage in it. The other side of the theoretical framework handles the issue from the companies’ point of view.
The consumer behaviour concerning online word of mouth is studied in the empirical part; the research is conducted using netnography. The material for the empirical study was collected from Suomi24 discussion boards, regarding the restaurant topic. It covers the discussions started during the last three months. As there was no research done from the companies’ point of view, the conclusions and recommendations concerning this part are based purely on the theoretical findings.
The results showed that there are three basic reasons for consumers to engage in word of mouth. Most commonly people participate in the discussions because they need recommendations or some other help. The second most common reason was to help others, or just to comment other people’s messages and maybe seek approval by doing that. The third most common reason was to release frustration or show disappointment by engaging in negative word of mouth. There were no restaurants participating in the discussions. Taking into consideration the power and influence of word of mouth, it would be suggested at least to be aware of the ongoing discussions. If there are resources for participation, it would also be recommended, as long as it is done the right way.
The theoretical framework is based on literature review, it combines the basic information concerning word of mouth, the different types of WOM and the basic reasons that make people engage in it. The other side of the theoretical framework handles the issue from the companies’ point of view.
The consumer behaviour concerning online word of mouth is studied in the empirical part; the research is conducted using netnography. The material for the empirical study was collected from Suomi24 discussion boards, regarding the restaurant topic. It covers the discussions started during the last three months. As there was no research done from the companies’ point of view, the conclusions and recommendations concerning this part are based purely on the theoretical findings.
The results showed that there are three basic reasons for consumers to engage in word of mouth. Most commonly people participate in the discussions because they need recommendations or some other help. The second most common reason was to help others, or just to comment other people’s messages and maybe seek approval by doing that. The third most common reason was to release frustration or show disappointment by engaging in negative word of mouth. There were no restaurants participating in the discussions. Taking into consideration the power and influence of word of mouth, it would be suggested at least to be aware of the ongoing discussions. If there are resources for participation, it would also be recommended, as long as it is done the right way.