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Effective or offensive advertising?: An exploratory study on negative Word-of-Mouth and consumers’ perception
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi.
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi.
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi.
2018 (engelsk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
Abstract [en]

Background:               Thanks to digitalization, the current generation Y is constantly exposed to advertising and information, blurring boundaries that can lead to a “buzz”, process more and more common online due to the possibility to publicly respond.

 

Purpose:          The aim is to understand the processes leading to a possible influence of consumer perception via negative online word-of-mouth and advertisements deemed controversial.

 

Method:          As an exploratory study, this paper conducted qualitative interviews with a group of students in which they will react to two cases of viral, controversial advertisement.

 

 Conclusion:                The results show that there is indeed a relation between being exposed to negative online word-of-mouth: controversy and interpretation of the content influence the customer’s opinion.

sted, utgiver, år, opplag, sider
2018. , s. 62
Emneord [en]
Viral Marketing, Word-Of-Mouth, Advertisement, Controversy, Influence, Self-Congruence
HSV kategori
Identifikatorer
URN: urn:nbn:se:hj:diva-39918ISRN: JU-IHH-FÖA-1-20180717OAI: oai:DiVA.org:hj-39918DiVA, id: diva2:1214381
Fag / kurs
JIBS, Business Administration
Veileder
Examiner
Tilgjengelig fra: 2018-07-02 Laget: 2018-06-06 Sist oppdatert: 2018-07-02bibliografisk kontrollert

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Effective or offensive advertising?(5620 kB)502 nedlastinger
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