Advanced search options

Advanced Search Options 🞨

Browse by author name (“Author name starts with…”).

Find ETDs with:

in
/  
in
/  
in
/  
in

Written in Published in Earliest date Latest date

Sorted by

Results per page:

You searched for id:"oai:opencommons.uconn.edu:dissertations-8262". One record found.

Search Limiters

Last 2 Years | English Only

No search limiters apply to these results.

▼ Search Limiters


University of Connecticut

1. DEVOSS, CHRISTINA. When Friends Share about Brands: A Study of eWOM on Social Networking Sites.

Degree: PhD, Communication Sciences, 2018, University of Connecticut

Word-of-mouth marketing has been recognized as a significant factor influencing consumer behavior. Research has indicated that certain peer consumers – often known as opinion leaders or market mavens – can influence purchase intentions and product attitudes. Likewise, bandwagon cues, which signal to consumers that a product or brand is popular among others, have also been found to influence consumer decisions. To date, most eWOM studies, and particularly those examining bandwagon cues, have assessed messages from anonymous individuals in digital environments such as online review sites. To address this gap in the literature, this study explored how an individual’s judgment of a peer’s opinion leadership – specifically market mavenism – influences consumer decisions by examining eWOM from known peers within an online social network. In particular, this study aims to integrate our understanding of opinion leadership, eWOM, and bandwagon cues to gain clearer insight into how consumers are influenced by brand messages shared by friends on social media. Findings indicated messages from peers perceived to be market mavens were judged to be more credible and garnered more positive attitudes in terms of the message, as well as product and brand attitudes. These attitudes also influenced purchase intentions. However, the data did not indicate an effect for the bandwagon cue on post credibility or attitudes Advisors/Committee Members: David Atkin, Ph.D., Saraswathi Bellur, Ph.D., Kenneth Lachlan, Ph.D., Anne Oeldorf-Hirsch Ph.D..

Record DetailsSimilar RecordsGoogle PlusoneFacebookTwitterCiteULikeMendeleyreddit

APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

DEVOSS, C. (2018). When Friends Share about Brands: A Study of eWOM on Social Networking Sites. (Doctoral Dissertation). University of Connecticut. Retrieved from https://opencommons.uconn.edu/dissertations/2012

Chicago Manual of Style (16th Edition):

DEVOSS, CHRISTINA. “When Friends Share about Brands: A Study of eWOM on Social Networking Sites.” 2018. Doctoral Dissertation, University of Connecticut. Accessed January 23, 2019. https://opencommons.uconn.edu/dissertations/2012.

MLA Handbook (7th Edition):

DEVOSS, CHRISTINA. “When Friends Share about Brands: A Study of eWOM on Social Networking Sites.” 2018. Web. 23 Jan 2019.

Vancouver:

DEVOSS C. When Friends Share about Brands: A Study of eWOM on Social Networking Sites. [Internet] [Doctoral dissertation]. University of Connecticut; 2018. [cited 2019 Jan 23]. Available from: https://opencommons.uconn.edu/dissertations/2012.

Council of Science Editors:

DEVOSS C. When Friends Share about Brands: A Study of eWOM on Social Networking Sites. [Doctoral Dissertation]. University of Connecticut; 2018. Available from: https://opencommons.uconn.edu/dissertations/2012

.