The Impact of Electronic Word-of-Mouth on Consumers and Firms

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.

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https://nbn-resolving.de/urn:nbn:de:hbz:6-19149601146

ISBN
978-3-8405-0178-4 (first published by readbox unipress)
978-3-487-16304-8 (reprint by Georg Olms Publishers)

Paperback, VI, 278 pages