Social Influence Through Word-of-Mouth Communications in Social Networking
A study contributing to the existing literature by conceptualising a holistic model of the operation of word-of-mouth communications. Operationalized through a mixed methods research design, the study provides empirical evidence of the existence of influence from brand related word-of-mouth communic...
| Main Author: | |
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| Format: | Thesis |
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Curtin University
2018
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| Online Access: | http://hdl.handle.net/20.500.11937/75648 |
| _version_ | 1848763525515706368 |
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| author | Osborne, Delane Julia |
| author_facet | Osborne, Delane Julia |
| author_sort | Osborne, Delane Julia |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | A study contributing to the existing literature by conceptualising a holistic model of the operation of word-of-mouth communications. Operationalized through a mixed methods research design, the study provides empirical evidence of the existence of influence from brand related word-of-mouth communications exchanged on social networking sites. Considering the impact of this influence on the consumption behaviours of individuals, results from the study have practical implications for marketing practitioners utilising social media as a marketing tool. |
| first_indexed | 2025-11-14T11:04:51Z |
| format | Thesis |
| id | curtin-20.500.11937-75648 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T11:04:51Z |
| publishDate | 2018 |
| publisher | Curtin University |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-756482022-06-07T03:35:33Z Social Influence Through Word-of-Mouth Communications in Social Networking Osborne, Delane Julia A study contributing to the existing literature by conceptualising a holistic model of the operation of word-of-mouth communications. Operationalized through a mixed methods research design, the study provides empirical evidence of the existence of influence from brand related word-of-mouth communications exchanged on social networking sites. Considering the impact of this influence on the consumption behaviours of individuals, results from the study have practical implications for marketing practitioners utilising social media as a marketing tool. 2018 Thesis http://hdl.handle.net/20.500.11937/75648 Curtin University fulltext |
| spellingShingle | Osborne, Delane Julia Social Influence Through Word-of-Mouth Communications in Social Networking |
| title | Social Influence Through Word-of-Mouth Communications in Social Networking |
| title_full | Social Influence Through Word-of-Mouth Communications in Social Networking |
| title_fullStr | Social Influence Through Word-of-Mouth Communications in Social Networking |
| title_full_unstemmed | Social Influence Through Word-of-Mouth Communications in Social Networking |
| title_short | Social Influence Through Word-of-Mouth Communications in Social Networking |
| title_sort | social influence through word-of-mouth communications in social networking |
| url | http://hdl.handle.net/20.500.11937/75648 |