Skip to Main Content

Search

Skip to Search Results
Filter
Close
Subject / Keyword
Collections
Author / Creator / Contributor
Year
to
Languages
Item type
Departments
Supervisors
Subject: brand communication Subject: consumer behaviour Collections: Graduate and Postdoctoral Studies (GPS), Faculty of /Theses and Dissertations

  • Phatic Brand Communication on Social Media

    Download

    Spring 2022

    Koo, Thomas K.B.

    This research introduces the concept of phatic brand communication to marketing, and examines its use in the context of social media. The main function of phatic brand communication is for brands to create an atmosphere of sociability with consumers (e.g., “Hey YOU. Have a great day.”) rather...

  • The Impact of Feedback on Word of Mouth

    Download

    Fall 2018

    Weber, Virginia L.

    This research focuses on how consumers are impacted by receiving feedback on word of mouth recommendations. In particular, I examine what occurs when a consumer recommends an experience to another person, and this other person has the experience and returns to say that they did or did not like...

1 - 2 of 2