Date of Graduation
5-2015
Document Type
Thesis
Degree Name
Bachelor of Science in Business Administration
Degree Level
Undergraduate
Department
Marketing
Advisor/Mentor
Jensen, Sarah
Committee Member
Adams, Ashton
Second Committee Member
Soster, Robin
Abstract
After conducting a thirty-sixquestion survey among 260 Millennials and holding in-depth interviews with two local business owners, I have explored the aforementioned ideas. Throughout this report I will examine the following themes from the perspective of both the consumer and the brand as they relate to my topic: (1) brand engagement through social media and online platforms, (2) motivation as a means of participation in WOM marketing campaigns, (3) the potential for shareability to propel WOM.
Citation
Adams, A. A. (2015). Digital Word of Mouth: Motivating and Engaging Millennials with Shareable Content. Marketing Undergraduate Honors Theses Retrieved from https://scholarworks.uark.edu/mktguht/20
