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dc.contributor.advisorHurley, Daviden
dc.contributor.authorSweeney, Aineen
dc.date.accessioned2014-10-02T14:22:18Z
dc.date.available2014-10-02T14:22:18Z
dc.date.issued2014
dc.identifier.citationSweeney, A. (2014). An investigation of the impact of online word of mouth on purchase intention in the Dublin Hospitality Sector (bars and restaurants). Masters Thesis, Dublin Business School.en
dc.identifier.urihttp://hdl.handle.net/10788/2066
dc.description.abstractThe world of marketing is one that is changing. Where advertisements through TV, radio and print had been the dominant method for marketing, word of mouth has become a front runner. This paper looks specifically at the influence of word of mouth via user generated content on bar and restaurant customers in the Dublin hospitality market. In part of this research previous academic literature has been drawn upon surrounding the subject of online word of mouth. The methodology is undertaken is quantitative in nature and with the use of questionnaires data has been collected from a sample population to determine the reactions of individuals to online reviews of bars and restaurants. The results of the primary research provide information to managers and marketers from bars and restaurants as to why there is a necessity to pay close attention to what is being said about them via online word of mouth and also why it is necessary to manage their online presence. Author keywords: User-generated content, online word of mouth, user reviewsen
dc.language.isoenen
dc.publisherDublin Business Schoolen
dc.rightsItems in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.en
dc.rights.urihttp://esource.dbs.ie/copyright
dc.subjectDigital mediaen
dc.subjectConsumer behavioren
dc.titleAn investigation of the impact of online word of mouth on purchase intention in the Dublin Hospitality Sector (bars and restaurants)en
dc.typeThesisen
dc.rights.holderCopyright: The authoren
dc.type.degreenameMBA in Information Systemsen
dc.type.degreelevelMBAen


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