Buch

---

Übersicht

---

Verlag	:	Olms, Georg
Buchreihe	:	Wissenschaftliche Schriften der WWU Münster, Reihe IV: Wirtschaftswissenschaften (Bd. 14)
Sprache	:	Englisch
Erschienen	:	11. 2022
Seiten	:	300
Einband	:	Kartoniert
Höhe	:	210 mm
Breite	:	150 mm
ISBN	:	9783487163048
Sprache	:	Englisch

---

Produktinformation

---

Simon Monske investigates the influence of electronic word of mouth (eWOM) on consumers' information search strategies and how companies can measure and strategically use e-WOM. Based on preliminary studies and an eye-tracking online experiment, the author empirically proves that consumers increasingly read opinions of other consumers at the beginning of the information search and evaluate product specifications before making a purchase decision. In addition, Simon Monske evaluates an extensive company survey and shows that German companies would gain a competitive advantage with a sound analysis of eWOM data. However, companies lack organisational processes for the strategic use of insights gained.

Deine Buchhandlung

---