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In a global marketplace, e-commerce continues to gain importance. But when it comes to online shopping, customer trust in advertisement is limited, and finding the right product at the lowest possible price is time-consuming. For companies, among other factors, constantly creating con-
tent to generate organic growth on Social Media and strengthening brand awareness is time and capital intensive.
This dissertation proposes a solution to combat these problems. The App called Whisper ena-
bles online shoppers to save time and money when posting content and tagging both the store or brand and Whisper. In turn, customers become brand ambassadors for companies, generat-
ing more trustworthy visibility while automating marketing efforts.
Results from the analysis revealed that this App appeals to the German young adult cohort.
Within a large sample size (n = 359), over 54 % of participants are inclined to use the App.
Cornerstone features include a high amount of cashback, a high number of partnered brands and shops, and a quick onboarding process. Whisper sets itself apart from the diverse German
competition by adding new dimensions to the cashback and social commerce industry. The most important aspects are a curated feed within the App consisting of the most popular posts
by users and the ability to receive cashback post-purchase.
The analysis showed that Whisper has a unique business model in an uncontested market space.
To discover underlying customer motivations and more precisely appease the target group,
further research must be conducted.
Descrição
Palavras-chave
Word of mouth Social media Online shopping Influencer marketing Lean Canvas Value proposition Market analysis Blue Ocean strategy Product management