This paper takes a closer look at factors which serve as a catalyst for transforming initially dissatisfied customers into evangelists of the firm; that is, customers who spread positive word-of-mouth about a company, its products and/or services—and recommend them to other consumers. We...

The aim of the diploma paper: to develop an interaction model for the young fashion buyers and the Inkariukai brand-ambassadors.The object of the diploma paper: interaction between the young fashion buyers and the Inkariukai brand-ambassadors.The tasks of the diploma paper:1. To condust a...

In the fiercely competitive landscape of the peer-to-peer accommodation platform Airbnb, understanding customers' online recommendation behavior is essential for optimizing competitiveness and harnessing the potential of electronic word-of-mouth. This study aims to provide comprehensive insights...

Doctor of Philosophy

Like any other retailers, web-based businesses face the challenge of attracting consumers to their stores (sites). In the case of offline retailers, location and brand are often identified as the most significant influences on store traffic. For web-based retailers, however, relatively little is...

Although prices are the most discussed topic in consumer conversations, research has mostly neglected the field of price-related word-of-mouth (WOM). The present study picks up this research gap by analyzing the effects of price-WOM valence and price change communicated by WOM on consumer price...

Prices are among the most frequently discussed topics in consumer research. Although word-of-mouth is known to be highly influential and it is considered to be of growing importance, previous research has largely neglected price-related word-of-mouth, especially in a cross-cultural context. The...