How does value-in-use lead to product virality?

Braamhaar, M.P.F.E. (2016) How does value-in-use lead to product virality?

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Abstract:This thesis explores if and how value-in-use influences product virality. This research builds on the value-in-use and viral marketing literature and tries to find how a product itself can go viral by looking at consumers' aatitudes towards products. This thesis found that in some cases an increased value-in-use leads to an increased likeliness of product recommendations.
Item Type:Essay (Master)
Clients:
ActFact, Enschede, The Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:02 science and culture in general, 70 social sciences in general, 83 economics, 85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/70587
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