| Abstract [eng] |
SUMMARY The primary purpose of this master thesis is to study customers' brand trust and repurchasing behavior when exposed to a negative e-WOM provoked by an opinion leader. It questions customers' repurchasing decision-making and asks whether customers will rely on their prior experiences and satisfaction, which helped them develop their brand trust. Or, as an alternative, heed the advice of the opinion leader because of their credibility, influence, and familiarity with them. The Master thesis consists of the following parts: the analysis of literature, the research, the results, a conclusion, and recommendations. Literature analysis reviews the different areas of customers' brand experience, satisfaction, and brand trust. Further, the analysis continues to review previous research on the familiarity of followers with opinion leaders and their influential role and credibility in influencing their followers. Last, research regarding E-WOM and negative E-WOM and Information Adaptation Model were observed. The author then conducted research into the effects of negative e-WOM from opinion leaders on customers' brand trust and repurchasing intention. Over 263 customers of the brand Zara have responded to the prepared survey. The primary goal of the survey was to determine how negatively influenced electronic word-of-mouth, sparked by opinion leaders, affects customers' brand trust and propensity to repurchase. The research's findings were also contrasted with those of related studies. The SPSS program was used to analyze the research's findings statistically. The alignment of the Likert scales was assessed using Cronbach's Alpha; in every case, it was more significant than 0.7, indicating that the scales were reliable. Pearson's correlation coefficient was applied to determine whether there was a correlation between the variables. The conclusions and recommendations summarize the major themes of the literature analysis as well as the findings of the research. The author thinks that the study's findings could help businesses and future research on how negative electronic word-of-mouth affects brand trust and repurchasing intention.  . |
