TY  - THES
A3  - Wiesel, Thorsten
AB  - 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.
AU  - Monske, Simon
DA  - 2018
DO  - 10.17879/42029570442
KW  - Electronic Word-Of-Mouth
KW  - Produktrezensionen
KW  - Informationssuche
KW  - Kaufentscheidung
KW  - Social Media Monitoring
KW  - Eye-Tracking
KW  - Clusteranalyse
KW  - Product Reviews
KW  - Information Search
KW  - Customer Journey
KW  - Cluster Analysis
LA  - eng
N1  - Erstveröffentlichung: The Impact of Electronic Word-of-Mouth on Consumers and Firms / Simon Monske. – Münster : Readbox Unipress, 2018. – VI, 278 S. (Wissenschaftliche Schriften der WWU Münster : Reihe IV; Bd. 14), ISBN 978-3-8405-0178-4, Preis: 24,20 EUR
N1  - Nachdruck im Buchhandel erhältlich: The Impact of Electronic Word-of-Mouth on Consumers and Firms / Simon Monske. – Hildesheim : Georg Olms Verlag, 2022. – VI, 278 S. (Wissenschaftliche Schriften der WWU Münster : Reihe IV; Bd. 14), ISBN 978-3-487-16304-8, Preis: 38,00 EUR
N1  - Münster (Westfalen), Univ., Diss., 2017
PY  - 2018
TI  - The Impact of Electronic Word-of-Mouth on Consumers and Firms
UR  - https://nbn-resolving.org/urn:nbn:de:hbz:6-19149601146
Y2  - 2024-11-21T21:17:54
ER  -