Conceptualising word-of-mouth: In an era of social media.

Vandenberg, Yolande 2016, Conceptualising word-of-mouth: In an era of social media., PhD. thesis, Department of Marketing, Deakin University.

Attached Files
Name Description MIMEType Size Downloads

Title Conceptualising word-of-mouth: In an era of social media.
Author Vandenberg, Yolande
Institution Deakin University
School Department of Marketing
Faculty Faculty of Business and Law
Degree type Research doctorate
Degree name PhD.
Thesis advisor Bridson KerrieORCID iD for Bridson Kerrie
Parris Melissa AnneORCID iD for Parris Melissa Anne
Date submitted 2016-06
Keyword(s) Marketing
Social media
Retail industry
Summary Word-of-mouth is a marketing tool in which the consumer has the power to influence others brand choice. This research examined what is word-of-mouth in a social media context, specifically Facebook, allowing the marketer to understand how and what consumers talk about in order to engage them in conversations about their brand and product choice.
Language eng
Field of Research 150599 - Marketing not elsewhere classified 100%
Socio Economic Objective 970115 - Expanding Knowledge in Commerce, Management, Tourism and Services 100%
Description of original xvi, 298 pages : figures, tables, some coloured, appendices
Restricted until 2021-06-15
Copyright notice ┬ęThe author
Persistent URL

Document type: Thesis
Collection: Higher degree theses (citation only)
Connect to link resolver
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

Version Filter Type
Citation counts: TR Web of Science Citation Count  Cited 0 times in TR Web of Science
Scopus Citation Count Cited 0 times in Scopus
Google Scholar Search Google Scholar
Access Statistics: 159 Abstract Views, 9 File Downloads  -  Detailed Statistics
Created: Wed, 16 Nov 2016, 09:19:55 EST by Deb Gray

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact