Skapandet av förtroende inom eWOM : En studie av profilbildens effekt ur ett könsperspektiv
Petersson, Sofia (Creator), Svantesson, Samandar (Creator)
Title: Creating credibility within eWOM – A study of the effects of profile characteristics from a gender perspectiveLevel: Final assignment for Bachelor Degree in Business AdministrationAuthor: Sofia Petersson och Samandar SvantessonSupervisor: Jonas KågströmDate: 2017 – MayAim: In the Internet, based society of today; electronic Word of Mouth (eWOM) is a vital marketing tool for most companies. As a consumer, trust must be established for the reviewers who have expressed their opinions. The profile characteristics of the reviewer are important in order to be credible. This study aims to examine if there are any differences on perceived credibility through a gender perspective, by applying the bandwagon effect and perceived social presence.Method: The study is done with a quantitative research design, and a survey has been used to collect data. The results have furthermore been analyzed by the use of IBM SPSS.Result & Conclusions: The Study manages to falsify the two hypotheses, and notes that no significant differences over the genders have been found, regarding creating trust based on profile characteristics. The study can however support the current model of the credibility process through the bandwagon effect and perceived social presence.Suggestions for future research: In the future, we would like to see a study being made on the effects of gender in profile characteristics, by the use of a manipulated eWOM platform for a more realistic consumer behavior.Contribution of the thesis: This study contributes to the existing research by supporting the model of perceived credibility trough the bandwagon effect and perceived social presence. Italso contributes to existing research by falsifying the hypotheses about gender differences having a significant impact on the perceived credibility
Downloadable Archival Material, Swedish, 2017
Högskolan i Gävle, Företagsekonomi, 2017