Opion leaders and word-of-mouth - A Case Study of Masai Barefoot Technology
(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:
http://lup.lub.lu.se/student-papers/record/1345611
- author
- Molander Hjorth, Olof ; Söderstjerna, Fredrik and Lerud, Patrik
- supervisor
- organization
- year
- 2007
- 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}},
language = {{swe}},
note = {{Student Paper}},
title = {{Opion leaders and word-of-mouth - A Case Study of Masai Barefoot Technology}},
year = {{2007}},
}