Advanced

Opion leaders and word-of-mouth - A Case Study of Masai Barefoot Technology

Molander Hjorth, Olof; Söderstjerna, Fredrik and Lerud, Patrik (2007)
Department of Business Administration
Abstract
This research aims at identifying the opinion leaders in order to study their behaviour, characteristics, their role within the word of mouth process, and what importance they have upon another consumers purchase decision. Also, to investigate the content of the message being spread. The results from the study show that opinion leaders are strong in spreading word of mouth. Messages were adapted by opinion leaders to suite their target audience. The results further contribute to the discussion about Watts’ “influentials”.
Please use this url to cite or link to this publication:
author
Molander Hjorth, Olof; Söderstjerna, Fredrik and Lerud, Patrik
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Marketing, Word of mouth, Opinion leader, Influentials, Masai Barefoot Technology (MBT), Management of enterprises, Företagsledning, management
language
Swedish
id
1345611
date added to LUP
2007-05-29 00:00:00
date last changed
2012-04-02 16:40:57
@misc{1345611,
  abstract     = {This research aims at identifying the opinion leaders in order to study their behaviour, characteristics, their role within the word of mouth process, and what importance they have upon another consumers purchase decision. Also, to investigate the content of the message being spread. The results from the study show that opinion leaders are strong in spreading word of mouth. Messages were adapted by opinion leaders to suite their target audience. The results further contribute to the discussion about Watts’ “influentials”.},
  author       = {Molander Hjorth, Olof and Söderstjerna, Fredrik and Lerud, Patrik},
  keyword      = {Marketing,Word of mouth,Opinion leader,Influentials,Masai Barefoot Technology (MBT),Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Opion leaders and word-of-mouth - A Case Study of Masai Barefoot Technology},
  year         = {2007},
}