Förslag på framtida forskningar

Denna studie påverkades av följande begränsningar; tidsfrist, analysverktyg, kvalitativ metod och datainsamlingsmetod. För att adressera dessa begränsningar kan framtida forskning bidra till ytterligare kunskap genom att:

• samla mer data över längre tid för att uppnå en mer innehållsrik forskning

• genomföra studien med en kvantitativ ansats för att få fram generaliserbara resultat

• fokusera på andra branscher och/eller typer av organisationer

För att fördjupa kunskapen om företags/organisationers hantering av e-WOM via sociala medier behövs ytterligare forskning som undersöker områden som ännu inte studerats i någon större omfattning, såsom exempelvis:

• faktorer som har stort inflyttande på kundernas köpbeslut via sociala medier

• påverkan av e-WOM på sociala medier sett från kundperspektiv

• faktorer som påverkar e-WOM-kommunikationens trovärdighet

• kundernas förväntningar på företagens aktiviteter på sociala medier

• strategier för att öka positiv e-WOM på företagens/organisationernas sociala mediekanaler

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