The Word-of-Mouth about food products in social media.

Abstract

The food consumer has become an active, participatory and creative subject, who takes part in the online conversations with the aim of finding and exchanging information about products and brands, giving rise to the phenomenon of the electronic word-of-mouth (eWOM). These conversations are usually formed within social networks’ community about food where the individual can seek advice, support and information about food preparation and food products, drawing on the experience of those who have already completed the purchase or have already used the product. This thesis aims to study the phenomenon of the word-of-mouth about food products within social media and the communities about food (Facebook Groups), understanding the variables determining its adoption and leading to the purchase intention. After having described the evolution of consumer’s behaviour and decision journey, it has been analysed the factors and the dynamics of the electronic word-of-mouth, and the company’s strategy to stimulate the positive WOM and manage the negative one within social media. Based on the existing literature, an online questionnaire has been created with the purpose to study the variables and the mechanisms characterizing the electronic word-of-mouth about food products within social media and the community about food.