Negative media coverage and Consumer Behaviour
Hallamäki, Leia (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052716599
https://urn.fi/URN:NBN:fi:amk-2024052716599
Tiivistelmä
The purpose of this thesis was to examine if negative media coverage influences consumer behaviour of X country’s products. The objectives to study in the thesis include to what extent people are aware of products' origin, to what extent it affects their purchase decisions. How do people form opinions of a country and their products and how strongly negative news media is tied to how people behave as consumers.
The theoretical framework was based on literature about consumer behaviour, country of origin and news media that was researched to create a better understanding of these topics towards the empirical study.
With the evolving landscape of media, especially news media, the impact that it may have on consumer behavior is significant, underscoring the relevance of this study in today's context. This thesis utilizes case studies of countries that have been negatively portrayed in the media to assess how such reputations influence consumer behavior. To move beyond the theoretical aspects of this study, an empirical study involving a survey was conducted to explore consumer attitudes toward all three investigative questions that research the effects negative media coverage may have on consumer behaviour towards a country.
The findings from the study suggest that negative media coverage does indeed affect consumer behavior to a certain extent. Most respondents consider news media a relevant and reliable source for forming opinions, and they are likely to factor these perceptions into their consumer decisions, particularly if the media coverage contradicts their personal values and morals.
The theoretical framework was based on literature about consumer behaviour, country of origin and news media that was researched to create a better understanding of these topics towards the empirical study.
With the evolving landscape of media, especially news media, the impact that it may have on consumer behavior is significant, underscoring the relevance of this study in today's context. This thesis utilizes case studies of countries that have been negatively portrayed in the media to assess how such reputations influence consumer behavior. To move beyond the theoretical aspects of this study, an empirical study involving a survey was conducted to explore consumer attitudes toward all three investigative questions that research the effects negative media coverage may have on consumer behaviour towards a country.
The findings from the study suggest that negative media coverage does indeed affect consumer behavior to a certain extent. Most respondents consider news media a relevant and reliable source for forming opinions, and they are likely to factor these perceptions into their consumer decisions, particularly if the media coverage contradicts their personal values and morals.