This blog is going to be about digital marketing and online trends. Therefore, I thought a good start would be to post the abstract of my independent study which I wrote as part of my studies in Marketing at the University of Hull in England. This piece of work laid the foundation for my interest in online and digital marketing and finally led me the way to who and where I am now: A digital marketing student at the UCD Michael Smurfit Graduate Business School.
„How influenceable are digital Customers? The Impact of Social Media and e-Word-of-Mouth Communication on Purchasing Decisions.“
The purpose of this independent study is to examine the extent to which electronic word-of-mouth (eWOM) communication can influence the giving and seeking of recommendations by users of social media. This study is focused on the motives of users who give online recommendations and on the important factors that lead to a purchase after that. In addition, it tries to discover what means exist for companies to influence user’s recommendations positively. The theoretical background is based on consumer behavioural theories as well as traditional and eWOM theories. The primary research was conducted in the form of a questionnaire using a sample of 449 members of social media platforms. The main findings are that users are very likely to give recommendations if they were asked to do so. The main motives for sharing something in social media are to further their own reputation and to demonstrate their social affiliation. Almost every fourth user purchased a product after a recommendation on a social media site and every second bought it offline. Finally, users would be more likely to spread the word if they were to receive a discount, voucher or a product for free.