Results 141 to 150 of about 1,161 (160)
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2015
Konsumentenseitige Online-Bewertungen haben sich aufgrund ihrer hohen Glaubwürdigkeit in den vergangenen Jahren zu einem wichtigen Marketinginstrument zur Absatzförderung und Kundenbindung im eCommerce etabliert. In Bezug auf die Bereitstellung von Kundenbewertungen ergeben sich für eCommerce Anbieter allerdings zwei zentrale Probleme, das Erreichen ...
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Konsumentenseitige Online-Bewertungen haben sich aufgrund ihrer hohen Glaubwürdigkeit in den vergangenen Jahren zu einem wichtigen Marketinginstrument zur Absatzförderung und Kundenbindung im eCommerce etabliert. In Bezug auf die Bereitstellung von Kundenbewertungen ergeben sich für eCommerce Anbieter allerdings zwei zentrale Probleme, das Erreichen ...
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Persuasiveness of eWOM Communications
2017Consumers use eWOM as one of the most important information sources to make buying decisions (Tsao and Hsieh 2015). Persuasiveness of eWOM communications is linked with the credibility and helpfulness of the content. Studies show that eWOM is perceived as more credible and relevant to customers than market created sources of information on the Internet
Elvira Ismagilova +3 more
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2014
Consumers often share opinions and personal consumption experiences on web-based consumer opinion platforms. These e-Word-of-Mouth (eWOM) reviews are powerful as they can prompt other consumers to consider a company and its offerings, but they can also cause the opposite effect.
Martensen, Anne +2 more
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Consumers often share opinions and personal consumption experiences on web-based consumer opinion platforms. These e-Word-of-Mouth (eWOM) reviews are powerful as they can prompt other consumers to consider a company and its offerings, but they can also cause the opposite effect.
Martensen, Anne +2 more
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Relating eWOM Motives to eWOM Channel Choice — Why Do We Post Where We Do?
Schmalenbach Business Review, 2015Given the importance of electronic word-of-mouth (eWOM) in consumer decision making and the great number of possible outlets for eWOM articulation, we focus on why consumers choose a particular eWOM channel. We apply the uses and gratifications approach to channel selection for creating media output.
Henning Kreis, Sabrina A. Gottschalk
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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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eWOM: The Rise of the Opinion Leaders
2019This chapter provides a conceptual overview of electronic word-of-mouth (eWOM) and the rise of opinion leaders within the fashion context. This chapter discusses characteristics of fashion opinion leaders and their importance for eWOM marketing. By introducing products within a private and personal context, fashion opinion leaders’ eWOM messages have ...
Zhou, Shuang +3 more
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2021
The rapid growth of new technology has created room for different social media platforms and social networks. As a consequence, consumers have become very active in different online communities. Thus, they have been absorbing a new role as content creators, which means that they are sharing valuable information regarding products and services with each
openaire +1 more source
The rapid growth of new technology has created room for different social media platforms and social networks. As a consequence, consumers have become very active in different online communities. Thus, they have been absorbing a new role as content creators, which means that they are sharing valuable information regarding products and services with each
openaire +1 more source