Yonatan, Harris and Halim, Hasniati and Pasasa, Linus (2016) The Effect of Electronic Word Of Mouth on Brand Image and Purchase Intention: A Case Study of Traveloka Social Media. Bachelor thesis, Swiss German University.

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Abstract

Word of mouth spreads, while the media empower to transmit information all ears across the globe. Received information from any unreliable sources may create hoax (something intended to deceive or defraud) and spreads through word of mouth. Over time, inventions and technologies are growing rapidly. New creations of smartphones, tablets, laptops and other gadgets motivate all the X and Y generations to have an easy-access to the media with the purpose of receiving news, gossips, and information. This shift in technology advancement impact strongly on how words can actually be sent and received within milliseconds. As an effect, one’s intention to purchase a product could be affected due to the noise that affects them. The essence is to understand that word of mouth can actually be spread electronically through gadgets via online social media applications. This thesis will focus on the impact of electronic word of mouth (EWOM) towards brand image and purchase intention. Survey is conducted as a case study based on quantitative method.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Word of Mouth; Electronic Word of Mouth; Brand Image; Purchase Intention; Social Media; Travel.
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5823 Branding (Marketing) H Social Sciences > HM Sociology > HM1176 Social influence. Social pressure H Social Sciences > HM Sociology > HM742 Online social networks
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Atroridho Rizky
Date Deposited:	03 Nov 2020 12:40
Last Modified:	03 Nov 2020 12:40
URI:	http://repository.sgu.ac.id/id/eprint/1337

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