Harnessing the impact of electronic word-of-mouth on purchase intention of cosmetics based on the functional attitude theory

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Shukla, Paurav
dc.contributor.author Koponen, Johanna
dc.date.accessioned 2017-05-11T10:20:29Z
dc.date.available 2017-05-11T10:20:29Z
dc.date.issued 2017
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/26102
dc.description.abstract Objectives The main objective of this research is to determine the impact of electronic word-of-mouth (reviews on retail sites versus reviews on social media) on purchase intention of cosmetic products. This study also provides a theoretical framework, which is then utilized in researching the differences in significance of the four functional attitudes, by Katz (1960), on purchase intention. Summary This research gathered information form earlier literature in the field of electronic word-of-mouth and consumer behavior. Based on the earlier literature, five hypotheses were proposed. A framework was established, combining eWOM and the functional attitude theory, which was then used to guide a research for primary data. The data was gathered through quantitative research in the form of online questionnaire. The questionnaire was designed in eight different versions to measure each function in both forms (text-based reflecting reviews in Amazon and visual-based reflecting reviews in social media). Conclusions eWOM was found to have a significant impact on purchase intention in the case of visual-based reviews. The two most effective functions mentioned in the review were ego-defensive function and knowledge function. en
dc.format.extent 56
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Harnessing the impact of electronic word-of-mouth on purchase intention of cosmetics based on the functional attitude theory en
dc.type G1 Kandidaatintyö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Mikkelin kampus fi
dc.subject.keyword consumer behaviour en
dc.subject.keyword ewom en
dc.subject.keyword cosmetics en
dc.subject.keyword functional attitudes en
dc.identifier.urn URN:NBN:fi:aalto-201705114538
dc.type.ontasot Bachelor's thesis en
dc.type.ontasot Kandidaatintyö fi
dc.programme (Mikkeli) Bachelor’s Program in International Business en


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