Off the wall. A content analysis of eWOM (Word-of-mouth) on Vans' Facebook community
Chris Huebner
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Off the wall. A content analysis of eWOM (Word-of-mouth) on Vans' Facebook community

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Master's Thesis from the year 2014 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, University of South Carolina, course: Word-of-mouth, language: English, abstract: Word-of -mouth (WOM) communication is ubiquitous. Consumers discuss favorite restaurants, where to buy a car and complain when a brand's customer service falls flat. These conversations, both positive and negative, have an impact on consumer behavior. In fact, WOM conversations generate more than 3.3 billion brand impressions each day (Keller & Libai, 2009). WOM has been shown to increase mov...