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dc.contributor.author
Koukoutselou, Vasiliki
en
dc.date.accessioned
2020-07-21T12:33:41Z
dc.date.available
2020-07-22T00:00:26Z
dc.date.issued
2020-07-21
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/29684
dc.rights
Default License
dc.subject
eWOM
en
dc.subject
Online consumer review
en
dc.subject
Consumer behaviour
en
dc.subject
eWOM credibility
en
dc.title
The impact of online consumer reviews and their perceived credibility on consumer behaviour
en
heal.type
masterThesis
en_US
heal.language
en
en_US
heal.access
free
en_US
heal.license
http://creativecommons.org/licenses/by-nc/4.0
en_US
heal.recordProvider
School of Economics, Business Administration and Legal Studies, MSc in Management
en_US
heal.publicationDate
2019-12-15
heal.abstract
The advent of the Internet has transformed the word of mouth to a new form of communication. Electronic word of mouth has an essential role in changing consumer behavior towards products and services. More and more consumers are seeking for information about products from online consumer reviews, giving a great deal of weight to this type of communication. A great opportunity for organizations is derived from eWOM communication, as they can target their marketing efforts to potential customers by emphasizing the successful experiences of other consumers. The current study aimed to identify the extent of the influence that eWOM have on the purchase behavior of the customers and indicate the review’s characteristics that make it credible. Based on a thorough literature review, a survey research was conducted in order to validate the literature claims and define and quantify the influence of them on the buying behavior of customers. Factors that motivate consumers to write reviews, the main characteristics of eWOM communication, the extend of eWOM helpfulness and the perceived credibility of the online consumer reviews are examined in an effort to analyze in depth this new form of social communication. A model company strategy for eWOM management is being proposed, based on the results of the research, which could improve the quality of customer reviews and supplement company marketing strategy.
en
heal.advisorName
Magnisalis, Ioannis
en
heal.committeeMemberName
Mavragani, Eleni
en
heal.committeeMemberName
Peristeras, Vassilios
en
heal.academicPublisher
IHU
en
heal.academicPublisherID
ihu
en_US


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