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New Product Introductions, what gets people talking?: Quantitative study on e-Word-of-Mouth & Customer Engagement
Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
2021 (English)Independent thesis Advanced level (degree of Master (Two Years)), 80 credits / 120 HE creditsStudent thesis
Abstract [en]

The interest of researchers and practitioners in e-Word-of-Mouth has accelerated with the rise of social media platforms. In the last decade it became more apparent that customers are not merely recipients of product and brand information, but also active participants in shaping product and brand perceptions. However, still no comprehensive understanding of customers’ desire to engage in positive and negative e-Word-of-Mouth has been found. Therefore, this study focuses on Customer Engagement in order to provide knowledge on what makes customers engage in e-Word-of-Mouth. We narrow our study to New Product Introductions due to their crucial role in both business success and failure. In order to study this topic, quantitative methodology using big data analysis of around 20 millions tweets in total, with text analysis of around three million items, obtained from Twitter has been applied. The findings indicate that Brand Benefits and Innovativeness Level are two important aspects that impact Attitudinal Engagement which enables Customer Engagement Behavior.

Place, publisher, year, edition, pages
2021. , p. 85
Keywords [en]
Customer Engagement, New Product Introduction, Sentiment analysis, Word-of-Mouth, WOM, eWOM, User Generated Content, UGC, Twitter, Sentiment analysis, Social Media, Innovativeness level, Quantitative, Brand Benefits, Big Data
National Category
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-197450OAI: oai:DiVA.org:su-197450DiVA, id: diva2:1599948
External cooperation
Twitter Inc
Supervisors
Available from: 2021-10-04 Created: 2021-10-03 Last updated: 2021-10-04Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
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  • Other style
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Language
  • de-DE
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Output format
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