THE IMPACT ELECTRONIC WORD-OF-MOUTH ON PURCHASE INTENTION / BENSON OBINNA IBE-ENWO; SUPERVISOR: ASSOC. PROF. DR. FIGEN YEŞILADA
Dil: İngilizce Tanım: 42 sheets; 31 cm. Includes CDİçerik türü:- text
- unmediated
- volume
Thesis
| Materyal türü | Geçerli Kütüphane | Koleksiyon | Yer Numarası | Durum | Notlar | İade tarihi | Barkod | Materyal Ayırtmaları | |
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Thesis
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CIU LIBRARY Tez Koleksiyonu | Tez Koleksiyonu | YL 2660 I34 2022 (Rafa gözat(Aşağıda açılır)) | Kullanılabilir | Business Administration Department | T2989 | |||
Suppl. CD
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CIU LIBRARY Görsel İşitsel | YL 2660 I34 2022 (Rafa gözat(Aşağıda açılır)) | Kullanılabilir | Business Administration Department | CDT2989 |
CIU LIBRARY raflarına göz atılıyor, Raftaki konumu: Görsel İşitsel Raf tarayıcısını kapatın(Raf tarayıcısını kapatır)
Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
Includes bibliography (sheets 33-38)
ABSTRACT
As more and more people find these social networking services engaging, they have
become a valuable marketing tool for companies like Facebook and Twitter. These
channels are crucial in eWOM communication, and new study is required to fully
appreciate the influence they have on consumers' decisions. The purpose of this
research is to look into how people's positive eWOM about colleges and universities
on social media affects their decision to enroll. The effect of favorable eWOM on
consumer intent to buy was studied using an empirical survey. With input from 220
participants, the model was successfully implemented. Positive eWOM spread by
users on social networking sites (Facebook and Twitter) was found to have a
substantial impact on desire to join.
Keywords: Consumer Behavior, Electronic Wom, Social Networks; Facebook;
Twitter; Social Networking Services. Purchase Intention, Word of Mouth.