krainaksiazek trustworthiness and influence of electronic word of mouth 20123913

- znaleziono 3 produkty w 2 sklepach

Cross-Cultural Differences in Electronic Word-Of-Mouth Influence on Purchase Intention - 2849538958

239,59 zł

Cross-Cultural Differences in Electronic Word-Of-Mouth Influence on Purchase Intention



Dashboard for Consumer Generated Media - 2826885415

71,39 zł

Dashboard for Consumer Generated Media GRIN Verlag

Książki / Literatura obcojęzyczna

Seminar paper from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, printed single-sided, grade: 2,0, University of Cologne, course: Marketing Seminar Word-of-Mouth, language: English, abstract: In times of web 2.0 consumer generated content tends to have an even stronger influence on potential customers than marketing activities from the business side. The electronic world vastly accelerated the proliferation of information. Especially younger people often collect independent information about a product online, before actually puchasing it. Classic advertisement is predominantly considered to be biased. Due to this potential of autonomous information, it is crucial for companies to find effective ways to track, measure and interpret electronic Word-of-Mouth (e-WOM).This paper presents ways to measure web based contents quantitatively and introduces appropriate indicators to provide the company with a full-spectrum-view of the consumer generated media. Moreover the interrelation between e-WOM and sales is shown. As a conclusion, suitable metrics are adapted to a practically usable dashboard for the management.


Complaint Management Unlocked - 2834143654

109,63 zł

Complaint Management Unlocked GRIN Verlag

Książki / Literatura obcojęzyczna

Master's Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 7,3 out of 10 (B), University of Amsterdam (Graduate School of Communicatin), course: Communication Science (Persuasive Communication), language: English, abstract: Online platforms empower consumers to share their negative experiences with a broad public of fellow consumers on the Internet. Complaints expressed as negative electronic word of mouth (nWOM) have a great potential to damage companies accused in these publicly made complaints. This study investigates upon the most effective means for companies to counter nWOM by means of webcare. The results show that a loss of satisfaction and trust as well as negative eWOM behaviour after a service failure can be positively influenced depending on the content of a webcare response (accommodative vs. notice). These effects appear to be mediated by consumers expectations. Furthermore, although webcare communication strategy (proactive vs. reactive) does not influence satisfaction, trust and negative eWOM behaviour of senders of nWOM, the results show an influence of webcare communication strategy on positive eWOM behaviour. The findings of this study are discussed in the light of the potential of webcare to serve as a tool for online complaint management.


Sklepy zlokalizowane w miastach: Warszawa, Kraków, Łódź, Wrocław, Poznań, Gdańsk, Szczecin, Bydgoszcz, Lublin, Katowice

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