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Facets of Product-related Conversations: How Word-of-Mouth Relates to Other Information Sources
Stockholm University, Faculty of Social Sciences, School of Business.
2005 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Although external information search is a major research strand within the field of consumer behaviour, little enquiry has focused on the way different information sources relate to each other. This thesis seeks to understand how word-of-mouth relates to other sources: the possible connections between product-related conversations and information obtained in other ways. In our study, we performed in-depth interviews with consumers currently or recently in the market for a personal computer, selected to capture variation, differences, and width of opinions and reasoning. We conclude that there are at least four distinct uses of word-of-mouth in relation to other information sources: to aid understanding, as validation, for substitution, and for guidance. Finally, we note the effects of a perceived discrepancy between the consumers’ product class knowledge and information found in other sources. Understanding these problems, and how word-of-mouth helps resolve them, has potential to enhance marketing efforts.

Place, publisher, year, edition, pages
National Category
Business Administration
URN: urn:nbn:se:su:diva-5686OAI: diva2:195562
Available from: 2007-01-05 Created: 2007-01-05

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