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Electronic Word-of-Mouth (eWOM)
2017With the growth of Internet technologies more and more consumers are using it as a tool for information seeking about a product or a company. Enhancement of the Internet, popularity of e-commerce, and widespread diffusion of social media applications led to the emergence of eWOM.
Elvira Ismagilova +3 more
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Electronic Word of Mouth: Aus Kundenstimmen lernen
2021Stimmen, die von Kunden online geausert werden, werden als digitale Kundenstimmen bezeichnet und sind Bestandteil des Empfehlungsmarketings. Digitale Kundenstimmen sind fur die Unternehmen eine wertvolle Informationsquelle und ein gangiges Vermarktungsinstrument.
Melpomeni Alexa, Melanie Siegel
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Electronic Word-of-Mouth Response
SSRN Electronic Journal, 2017Responding to consumer complaints is not a new phenomenon in academic research. Krapfel (1988) developed a complaint response model (CRM) when investigating face-to-face interactions between consumers as salespeople. In developing this paper, the author used CRM as the theoretical framework for exploring responses to electronic word of mouth (eWOM ...
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2006
One of the most powerful and pervasive influences on consumer behavior is variously described as “social communication,” “word-of-mouth,” “opinion leadership,” or “buzz.” These terms all refer to the effects that consumers have on each other when they communicate.
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One of the most powerful and pervasive influences on consumer behavior is variously described as “social communication,” “word-of-mouth,” “opinion leadership,” or “buzz.” These terms all refer to the effects that consumers have on each other when they communicate.
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Electronic Word-of-Mouth for University Selection
Journal of General Management, 2015This study explores the use of electronic word-of-mouth (eWOM) for university selection by prospective international students, a little understood phenomenon in the context of high-involvement decision making. A total of 34 in-depth interviews were conducted, with a Taiwanese student group based in Taiwan, and another Taiwanese group based in the UK ...
Hsiao-Pei (Sophie) Yang, Dilip S. Mutum
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How Consumers Evaluate eWOM (Electronic Word-of-Mouth) Messages
CyberPsychology & Behavior, 2009This experiment explored how consumers evaluate electronic word-of-mouth (eWOM) messages about products. Each participant was exposed a 10-message set in a single board. Five groups were manipulated in terms of their ratios of positive and negative messages. The result showed significant differences across various sets of eWOM messages.
Sun-Jae, Doh, Jang-Sun, Hwang
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Die digitale Mundpropaganda (Electronic Word-of-Mouth)
2013Die Durchsetzung des Web 2.0 verschaffte dem Thema Mundpropaganda eine neue Aktualitat. So ermoglicht der Einzug der internetbasierten Kommunikation eine um ein Vielfaches erhohte Diffusion der Informationen im Vergleich zum traditionellen WOM. Die digitale Mundpropaganda, electronic Word-of- Mouth (kurz EWOM), erlangte in diesem Zusammenhang eine ...
Bettina Lis, Simon Korchmar
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Innovation attributes and electronic word-of-mouth
2019<p>The purpose of this study was to delve into the factors that might influence someone to adopt a health app and to ultimately adopt a healthy behavior. This research extended the use of diffusion of innovations theory to health-related mobile apps.
Paige Renee Madsen Chapman +5 more
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Measuring Electronic Word-of-Mouth Effectiveness
2017In der Ara des Social Commerce sind Online Kundenrezensionen und –empfehlungen (eWOM) zu einem wichtigen Marketinginstrument geworden. Marketingforscher und Praktiker stimmen uberein, dass eWOM einen weitreichenden Einfluss auf Kaufentscheidungen haben kann, dass dieser Einfluss jedoch vor allem von dem Vertrauen, das Konsumenten den Meinungen und ...
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