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Effective or offensive advertising?: An exploratory study on negative Word-of-Mouth and consumers’ perception
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
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.

Place, publisher, year, edition, pages
2018. , p. 62
Keywords [en]
Viral Marketing, Word-Of-Mouth, Advertisement, Controversy, Influence, Self-Congruence
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-39918ISRN: JU-IHH-FÖA-1-20180717OAI: oai:DiVA.org:hj-39918DiVA, id: diva2:1214381
Subject / course
JIBS, Business Administration
Supervisors
Examiners
Available from: 2018-07-02 Created: 2018-06-06 Last updated: 2018-07-02Bibliographically approved

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Effective or offensive advertising?(5620 kB)353 downloads
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf