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What you say? Word of mouth within social media
Dissertation (MBA)--University of Pretoria, 2011.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613462791716864 |
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| access_status_str | Open Access |
| author2 | Mazinter, Luisa |
| author_browse | Mazinter, Luisa |
| author_facet | Mazinter, Luisa |
| collection | Thesis |
| dc_rights_str_mv | © 2011, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria |
| description | Dissertation (MBA)--University of Pretoria, 2011. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/25221 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:36:32.122Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/25221 What you say? Word of mouth within social media Mazinter, Luisa ichelp@gibs.co.za Rennison, Robyn UCTD Word of mouth (WOM) Social media Electronic word of mouth (EWOM) Twitter Dissertation (MBA)--University of Pretoria, 2011. This paper extends the understanding of the word of mouth (WOM) concept and its new role within social media and thereafter analysing the impact that electronic WOM (eWOM) has on marketing campaigns. Quantitative descriptive research was employed, using the tweets that were part of the Vodacom Twitter network. This data was used to analyse the differences of activity and sentiment within the tweets. The collection of tweets were then measured against a proxy, Vodacom’s rebranding campaign. The researcher was able to identify the impact of the rebranding campaign on consumers through the changes in the responses before, during and after the campaign. The research found that the rebranding campaign resulted in higher levels of engagement between consumers and the brand. During the rebranding process, negative sentiments were lowered, however the end result of the campaign left consumers with more negativity regarding the branding. The paper advances marketing practitioners understanding of how WOM and social media play a critical role in today’s marketing. Consumers are no longer bystanders in the marketing process and are instead turning to social media as a source of information as well as a platform to communicate their opinions and attitudes. Copyright Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T19:54:48Z 2012-06-18 2013-09-06T19:54:48Z 2012-03-08 2011 2012-06-03 Dissertation Rennison, R, 2011, What you say? Word of mouth within social media, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/25221 > F/12/4/242/zw http://hdl.handle.net/2263/25221 http://upetd.up.ac.za/thesis/available/etd-06032012-094651/ © 2011, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria application/pdf University of Pretoria |
| spellingShingle | UCTD Word of mouth (WOM) Social media Electronic word of mouth (EWOM) What you say? Word of mouth within social media |
| title | What you say? Word of mouth within social media |
| title_full | What you say? Word of mouth within social media |
| title_fullStr | What you say? Word of mouth within social media |
| title_full_unstemmed | What you say? Word of mouth within social media |
| title_short | What you say? Word of mouth within social media |
| title_sort | what you say word of mouth within social media |
| topic | UCTD Word of mouth (WOM) Social media Electronic word of mouth (EWOM) |
| url | http://hdl.handle.net/2263/25221 http://upetd.up.ac.za/thesis/available/etd-06032012-094651/ |