Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Extern organisationskommunikation via vänner - ett studium av Word of Mouth
2004 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]

In a society with an information overflow it may be difficult for an organization to reach a target group with its messages, commercial or others. It seems to be useless to raise the overflow. Can there be other ways to reach a target group? The purpose of this paper is to analyse the communication channel Word of Mouth, and the participants of this process, which can be a complement to a company’s regular channels of communication. To bring about the organizational communication in the common way, through advertising and commercials in different media, may achieve rather poor penetration. The credibility of the sender tends to be low and in the receiver’s eyes his messages tend to seem biased and subjective. But a receiver seeking and getting information concerning the sender business and products from a friend or other close person, is making the message highly credible and may lead the receiver to make a decision to act in favor of the sender. This study shows that a sender can stimulate positive Word of Mouth for his organization and its products. Furthermore he may, through network analysis, locate those individuals called opinionleaders or influentials, that most likely will have a strong influence on the receiver in a decision making context.

Place, publisher, year, edition, pages
2004. , 45 p.
Identifiers
URN: urn:nbn:se:kau:diva-57406Local ID: MKV C-37OAI: oai:DiVA.org:kau-57406DiVA: diva2:1122017
Subject / course
Media and Communication Studies
Available from: 2017-07-12 Created: 2017-07-12

Open Access in DiVA

No full text

Search outside of DiVA

GoogleGoogle Scholar

CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf