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Research on the power of customer involvement, and in particular recommendation is very resourceful. Many studies have mapped the reasons for why customers are willing to recommend, however they often ignore potential differences among brands and how that may affect these reasons. This study is built on a quantitative survey investigating how consumers interact with brands, depending on category affiliation. The categories used were Bhat and Reddy's symbolic and functional, consisting of three brands respectively where each brand represented a different product type.The evolvement of social media has also transformed the platform of recommendation from physical to virtual and changed the way people connect. Thus, taking the investigation further, potential differences between symbolic and functional brands was tested in different social media platforms. Experimental results suggest that (a) differences can be found in the extent of reasons for recommendation between the two groups and (b) these differences hold to some extent in social media. Taking this further, these results can be used as a foundation for decisions regarding where different brands should put their efforts in order to benefit from consumer involvement, in particular recommendations.

Författare

Karolina Berggren Susanne Holmsäter

Lärosäte och institution

Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

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