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Den kaotiska ryktesspridningen: En teorijämförelse av begreppet word of mouth och appliceringen av den utredda definitionen på Internetforumet Prisjakt.nu
Jönköping University, School of Education and Communication, HLK, Media and communication science.
Jönköping University, School of Education and Communication, HLK, Media and communication science.
Jönköping University, School of Education and Communication, HLK, Media and communication science.
2007 (Swedish)Independent thesis Basic level (degree of Bachelor), 15 points / 22,5 hpStudent thesis
Abstract [sv]

Dagens samhälle är präglat av ett enormt reklamutbud och reklamstrategier. I denna djungel av marknadsföring har företag ibland valt en annan strategi, en relativt outnyttjad strategi, som baseras på rykten om produkten, tjänsten eller företaget och är det som används som marknadsföring. Denna strategi kallas för word of mouth. Ena syftet har varit att undersöka hur word of mouth definieras av olika författare. Genom att göra en jämförelse av teorier av begreppet word of mouth har ett försök gjorts att skapa en definition av begreppet, som tillämpas på vårt andra syfte med undersökningen. Det andra syftet är att undersöka om kommunikationen på det utvalda internetforum prisjakt.nu kan liknas vid vår definition av word of mouth. Genom vår undersökning ville vi exemplifiera vad word of mouth är och vilket som är dess användningsområde. Forskningen har därför genomförts genom en litteraturstudie där word of mouth som begrepp har kartlagts och förklarats. Genom litteraturstudien utvecklades sedan en jämförelse av teorier av begreppet word of mouth. Dessa jämförelser av begreppet gjorde det möjligt för oss att kunna applicera begreppet på det tidigare nämnda utvalda internetforum. När slutdefinitionen fanns tillhanda, utfördes studien på Internetforumet Prisjakt.nu, med inriktning på en produkt som det pratades mycket om på detta Internetforum. Denna produkt valdes strategiskt då vi ansåg att det var väsentligt för undersökningen att produkten ännu inte fanns på marknaden, då tidigare teorier om word of mouths beteende tydde på att frekvensen på kommunikation om produkten var som högst innan produkten släppts. Denna produkt var Apple Iphone, som då ännu inte lanserats i Sverige. Därefter genomfördes studien med vår definition av traditionell och generaliserad word of mouth som teoretisk utgångspunkt, och studien resulterade i att förekomsten var positiv för word of mouth-baserad kommunikation på internetforumet prisjakt.nu. Vår definition av begreppet word of mouth lyder så som följer: “Word of mouth är interpersonell kommunikation, där självgenererande ryktesspridning om personer, företag, produkter eller tjänster kan ske via telefon, Internet eller mun-till-mun-kommunikation”. Kommunikationen på det undersökta forumet innehåller en hög grad av interpersonell kommunikation, självgenererande ryktesspridning och har en kommersiell karaktär på dess kommunikation, och uppfyller således de tre delar som enligt vår definition behövs för att kalla det en word of mouth-baserad kommunikation.

Abstract [en]

Today’s society is characterized by an enormously large advertising range and commercial strategies. In this jungle of marketing companies often chosen another strategy, a comparatively unknown strategy based on rumors about a product, service or company as marketing. That strategy is called word of mouth. The purpose of examine word of mouth as concept is important, because today the concept is defined on various manner of several different authors. By making a theory comparison of the conception word of mouth it is possible to create a good definition of the concept, this because that the concept word of mouth lacks a definite definition, that can be applied on our second purpose. The second purpose is to examine if the communication on the selected internet forum prisjakt.nu is word of mouth. In earlier cases this would been examined according to electronic word of mouth that is an adjustment to the internet, but we felt that the concept almost was identical to other word of mouth-theories we choose to make a theory comparison of the concept as described above. Through our examination we wanted to exemplify what word of mouth is and what it can be used for. A literature study was done as a replacement for the earlier research, the earlier research missed an evident significance of the conception word of mouth, and it handled its usage. The research had therefore been made through a literature study where the concept has been plotted and explained. Through the literature study the theory comparison of the concept word of mouth developed. . The theory comparison made it possible for us to apply the concept on the earlier mentioned internet forum. When the finished definition was at hand, the study was made on the internet forum prisjakt.nu, with the concentration on a product that had a big talk about it on this internet forum. This product was strategically selected as we considered it as an essential part for the research as the product didn’t even exist on the market; this due to the earlier theory’s about word of mouths behaviour that indicated that the frequency of the communication about the product was highest just before the product was released in the USA. The product was the Apple Iphone, and has after this research not yet been released in Sweden.The result shows that our definition of word of mouth can be applied on internet forums and that a separate concept for word of mouth on the internet is unnecessary. Our definition of word of mouth is as follows: “Word of mouth is an interpersonal communication, where self generating rumour spreading about people, companies, products or services can be made via telephone, internet or by mouth-to-mouth-communication“. The communication on the studied forums contain a high pitch of interpersonal communication, self generating rumour spread and have a commercialized character on it’s communication and fulfil the three parts that according of our theory comparison is needed for being called word of mouth-based communication.

Place, publisher, year, edition, pages
2007. , p. 57
Keywords [en]
Word of mouth, the spreading of self-generated rumours, interpersonell communication, Internetbased forums, Prisjakt.nu
Keywords [sv]
Word of mouth, självgenererande ryktesspridning, Interpersonell kommunikation, Internetbaserade forum, Prisjakt.nu
National Category
Communication Studies
Identifiers
URN: urn:nbn:se:hj:diva-1202OAI: oai:DiVA.org:hj-1202DiVA, id: diva2:3647
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samhälle/juridik
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Available from: 2008-04-09 Created: 2008-04-09

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