TRUST IN WORD-OF-MOUTH OF FRIENDS, STRANGERS OR BRAND AMBASSADOR IN PRODUCT PURCHASE DECISIONS: A QUALITATIVE ANANLYSIS OF TRUST ISSUES
KOMAL, MISHTY (2013) TRUST IN WORD-OF-MOUTH OF FRIENDS, STRANGERS OR BRAND AMBASSADOR IN PRODUCT PURCHASE DECISIONS: A QUALITATIVE ANANLYSIS OF TRUST ISSUES. [Dissertation (University of Nottingham only)] (Unpublished)
This paper is an exploratory study of the influence of word-of-mouth on the consumer's intentions to buy. The word-of-mouth being referred to and explained in this study is face-to-face conversations between consumers and their friends and online exchange of product related information through online consumer reviews. This study covers the aspects of traditional word-of-mouth and electronic word-of-mouth and their comparison in the degree of their influence on the consumers. This study interprets their strategic behaviour when they are being framed in situations where they are questioned about the trust issues arising to trust strong-ties, weak-ties and paid opinion leaders such as brand ambassadors. The findings show that the millennial generation is sceptical in trusting firm initiated sources of information and rely on the recommendations of their peers. The findings also show that they consider strangers or weak-ties as more credible sources of information than the brand ambassadors. The study also highlights the importance of social network sites such as Facebook in joining the influential marketing culture and how the marketers trigger word-of-mouth using these social platforms to their advantage.
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