Title page for ETD etd-06032012-094651


Document Type Master's Dissertation
Author Rennison, Robyn
URN etd-06032012-094651
Document Title What you say? Word of mouth within social media
Degree MBA
Department Gordon Institute of Business Science
Supervisor
Advisor Name Title
Ms L Mazinter Supervisor
Keywords
  • word of mouth (WOM)
  • social media
  • electronic word of mouth (eWOM)
  • Twitter
Date 2012-03-08
Availability unrestricted
Abstract
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, Vodacomís 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 todayís 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 © 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

Please cite as follows:

Rennison, R, 2011, What you say? Word of mouth within social media, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-06032012-094651/>

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