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The Ministry of Education of Azerbaijan Republic

Influence of word of mouth on online purchasing decision making

Elvar Abdullazada


UNEC SABAH



Azerbaijan State Economic University



JUNE 2019

ACKNOWLEDGEMENTS
First of all, I would like to thank my supervisor Ramil Jabbarov for his sincere care and sharing a lot of great information for me
I am also grateful to my family for their support and help.
And finally, I am extremely thankful to administration of UNEC 24/7 library for providing us with the good condition for preparing thesis.

ABSTRACT
As a result of the development of modern technologies, the Internet is expanding and has begun to build closer relations with consumers. Consumers see the WOMM as a source of information when buying. With the emergence of the Internet and the development of web-based technologies, consumers have begun to communicate with each other through social networks through online platforms. As a result of the development of the EWOM and businesses transmit information to consumers in a lower and faster way. The main purpose of the research is to create WOMM relations with people and to investigate how these relationships affect the online purchasing process. It's hard to build relationships with people, because each consumer's tastes are different. EWOM has a very important place here. This factor directly affects the consumers' online purchasing decisions and takes this factor into account when buying a consumer factor. Through EWOM, consumers communicate with each other, writes comments to social networks, communicates with each other over the Internet. In Azerbaijan, EWOM has not yet developed and is considered a new term. Today, one of the most important processes for businesses is to ensure that consumers are satisfied. Some businesses are using EWOM to attract consumers. Accordingly, it identifies the factors affecting the online purchasing process with consumers and applies marketing strategies accordingly. The main purpose of my survey is to measure the impact of online sharing on online purchasing decisions. In addition, there are other factors between demographic factors, respondents' attitudes towards online purchases, the attitude of respondents towards comments sent over the internet, and the choice of online purchases. In addition, the question of the level of trust of consumers in WOMM is examined.
Key words : WOMM , EWOM , online purchasing , relationship , comment


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