Online reviews as a source of marketing research data : a literature analysis
Year of publication: |
2013
|
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Authors: | Tuma, Michael Nche ; Decker, Reinhold |
Published in: |
International journal of electronic marketing and retailing : IJEMR. - Olney, Bucks. : Inderscience Enterprises Ltd., ISSN 1741-1025, ZDB-ID 2193368-6. - Vol. 5.2012/13, 4, p. 287-316
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Subject: | online reviews | word-of-mouth | WOM | electronic word-of-mouth | eWOM characteristics | literature analysis | Data Mining | Data mining | Internet | Virales Marketing | Viral marketing | Bibliometrie | Bibliometrics | Online-Marketing | Internet marketing | Marktforschung | Market research | Personalisierung | Personalization |
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