The Impact of Electronic Word-of-Mouth on Consumers and Firms
Simon Monske investigates the influence of electronic word-of-mouth (eWOM) on consumers' information search strategies as well as how firms can measure and strategically utilize eWOM. Based on pre-studies and an eye-tracking online experiment, the author empirically shows that consumers focus on product reviews in the beginning of information search and target product specifications before purchase decision. Moreover, Simon Monske evaluates a comprehensive firm survey and demonstrates that German firms would derive a competitive advantage by pro-foundly analyzing eWOM data but lack organizational processes to strategically utilize the gained insights.
| Autor: | Monske, Simon |
|---|---|
| EAN: | 9783840501784 |
| Sprache: | Deutsch |
| Seitenzahl: | 300 |
| Produktart: | Buch |
| Verlag: | Westfälische Wilhelms-Universität |
| Schlagworte: | Clusteranalyse Kaufentscheidung Marketing Electronic Word-Of-Mouth Product Reviews Information Search Customer Journey Social Media Monitoring Eye-Tracking Cluster Analysis Produktrezensionen Informationssuche |
| Größe: | 15 × 148 × 213 |
| Gewicht: | 395 g |
