WOM in the Internet: Study the Factors of Trust Toward Consumers Reviews

Student: Tcygankova Daria

Supervisor: Alexander Vladimirovich Olhovnikov

Educational Programme: Marketing Communications and Advertising in Modern Business (Master)

Year of Graduation: 2016

SUMMARY FOR MASTER DISSERTATION THEME: «WOM in the Internet: Study the Factors of Trust toward Consumers Reviews» The relevance of this work lies in the fact that customer reviews on the Internet exert a strong influence on other users when making a purchasing decision, stimulate purchase a particular product. Reviews and recommendations affect the financial and reputational performance of companies. Since there are currently a lot of options to manipulate reviews on the Internet, it is important to understand how Internet users determine trust any review or not. The theoretical object - consumer reviews as a tool of word of mouth marketing on the Internet; The empirical object - women, mostly mothers, active Internet users who participate in thematic communities of motherhood, child development, search and buy goods for children on the Internet. The purpose - to explore confidence factors to consumer reviews on the Internet. To achieve the objectives the following methods are used in this paper: •The method of comparison of average (paired t-test), •Descriptive statistics. Research in the framework of the thesis consists of two parts: •An online survey, •Laboratory experiment on the basis of data from an online survey. This paper consists of an introduction, three chapters, conclusion, bibliography and two appendices (questionnaires for empirical research). The results of this study can be used by online stores to create a more efficient module reviews, more effective communications with customers and increase average check. Student 2-year master Faculty of Business and Management educational program "Marketing communication and advertising in business today" Tsygankova Daria

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