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Consumer motivations for providing electronic word-of-mouth in virtual pet communities

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.author Pursiainen, Essi
dc.date.accessioned 2011-11-14T11:23:37Z
dc.date.available 2011-11-14T11:23:37Z
dc.date.issued 2010
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/516
dc.description.abstract PURPOSE OF THE STUDY The purpose of the study is to identify and describe consumer motivations especially for providing electronic word-of-mouth (eWOM) in virtual pet communities. Virtual communities and especially eWOM communication are becoming more popular and affecting consumer buying-decisions by providing extensive information to consumers. Thus, it is important to understand consumer motivations behind this behaviour. Theoretical framework has been conducted after approaching theories from three perspectives: virtual communities, eWOM and consumer motivations for eWOM. DATA Qualitative research method, netnography, was chosen in order to provide deeper understanding of the underlying consumer motivations behind providing eWOM communication virtual pet communities. Data was collected from Kissamaailma.net virtual pet community‘s discussion boards in the Internet. Data set consisted of virtual pet community members‘ eWOM messages about cats and especially about feeding cats and cat food brands. Total number of analyzed messages was 1 134 and these messages were analyzed through content analysis and divided to motivation categories presented in the theoretical framework emerged from the literature review. RESULTS Findings of the study suggest that there are seven distinctive motivations that motivate consumers to provide eWOM in virtual pet communities: concern for other consumers and their pets, helping the company, social benefits, extraversion/self-enhancement, venting negative feelings, exertion of power over companies and advice seeking. Evident from the study is that concern for other consumers and especially their pets, advice seeking and social benefits are what motivate consumers most. Additionally, virtual pet communities and eWOM in them were found to be excellent information source to companies as well as consumers. en
dc.format.extent 124
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Consumer motivations for providing electronic word-of-mouth in virtual pet communities en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Economics en
dc.contributor.department Department of Marketing and Management en
dc.contributor.department Markkinoinnin ja johtamisen laitos fi
dc.subject.keyword electronic word-of-mouth
dc.subject.keyword virtual community
dc.subject.keyword consumer motivations
dc.subject.keyword consumer behaviour
dc.subject.keyword netnography
dc.identifier.urn URN:NBN:fi:aalto-201111181428
dc.type.dcmitype text en
dc.programme.major Marketing en
dc.programme.major Markkinointi fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon kuluttajat
dc.subject.helecon consumers
dc.subject.helecon kuluttajakäyttäytyminen
dc.subject.helecon consumer behaviour
dc.subject.helecon motivaatio
dc.subject.helecon motivation
dc.subject.helecon sosiaalinen media
dc.subject.helecon social media
dc.subject.helecon viestintä
dc.subject.helecon communication
dc.ethesisid 12384
dc.date.dateaccepted 2010-09-29
dc.location P1 I
local.aalto.openaccess yes
local.aalto.idthes 12384

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