Nuomonės apie prekės ženklą formavimas, esant EWOM komunikacijai: kaip EWOM žinutė skirtinguose kanaluose skatina pasitikėjimą prekės ženklu ; The formation of an opinion on the brand in the context of ewom communication: how ewom message encourages trust in the brand in different chanels

WOM communication influences consumer decisions, changes the attitude towards the product or service (Chu-Huan C., Kim Y, 2011) and can be successfully used in the company's communication strategy. As the online communities emerged and major part of the comunication moved to the virtual space the term has been adapted and defined as eWOM. User’s online solutions are governed by trust in the product and brand (Reichheld & Schefter, 2000) and the amount of available information. The EWOM message is perceived by consumers as a reliable source of such information, but it is important to understand how the eWOM message and the trust in the brand are interconnected. The aim of the thesis is to find out which criteria are used to trust the brand by reading the eWOM message on the Facebook and blog. This paper distinguishes and analyzes the main aspects of trust in eWOM: personal recipient criteria (Beldad A., Jong M., Steehouder M., 2010) and eWOM sender criteria (Stewart, K.J., & Zhang, Y 2003). Blogosphere and social media are chosen because, in modern e-commerce, these two channels affect business enterprise patterns (Scoble R., Israel S., 2006: 19). Tasks of the thesis: to formulate research aspects based on scientific sources; choose research methods and conduct research; after summarizing results of the research, to make meaningful conclusions and suggestions for business practice. A quantitative study was selected for the study - consumer survey and qualitative research - interview with experts. The results of the research are analyzed using IBM SPSS and Microsoft Excel. Summarizing the results of the study, it can be concluded that consumers tend to trust a well-known brand, and the brand information is most often searched on the Facebook social network, which is the right eWOM communication tool to promote trust. Consumer confidence in the brand, after reading the eWOM message in Facebook, depends on personal criteria and the reputation and expertise of the commentator. User trust in a brand after ...