Ines Nee makes important key contributions to service recovery research by analyzing the effect of management response content towards negative online customer reviews on the observer’s purchase intention. This study is the first to provide a conceptual basis of observers’ behavioral...

The social web is defined as the social part of the Internet that enables (personally unknown) people to socially interact with each other in order to cherish friendships and make new acquaintances. The social web’s current significance exceeds this initial focus, by also encompassing...

Jan Bierwald presents the individual behavior of members in Online Innovation Communities, in which thousands of users contribute voluntarily to a jointly developed outcome. The individual member behavior is explored by conducting a detailed content analysis of more than 7,300 mails. His study...

This timely edited collection offers a multidisciplinary perspective on social commerce, a phenomenon that has gained increasing interest over the last 8 years. Investigating how social media can be used to generate value for brands beyond customer relationship purposes, the skilled authors...

The emergence of social media as one of the driving forces of consumers’ online experiences today also challenges our current understanding on marketing and brand management. The effects of brands’ social media involvement are to this day uncertain. Severin Dennhardt shows that social media...

Chancen von Kundenkommunikation für das Marketing -- Social Media als Inkubator für Word-of-Mouth -- Modell der Informationsverteilung in sozialen Medien -- Partizipationsformen im Kommunikationsprozess.

User generated branding (UGB) as a field of study -- Theoretical basis for the development of a UGB reference framework -- Specification of UGB -- Development of the explanatory UGB model -- Empiric model validation and hypothesis testing -- Summary, critical consideration and outlook

Modell zur Erklärung der Bedeutung von Online Word-of-Mouth für Konsumenten -- Funktionen der Informationssuche in Online Word-of-Mouth -- Einfluss der Glaubwürdigkeit von Informationen auf die Nutzung von Online Word-of-Mouth -- Einflussfaktoren der Bedeutung von Online Word-of-Mouth für...

This book offers a wealth of new views and interpretations of well-being in tourism, emphasizing the role that co-creation - the creation or enhancement of value through tourist engagement with tourism providers and other tourists - is increasingly playing in enriching tourist experiences. A...

This book provides an in-depth analysis of the older-tourist market, and of the challenges and opportunities created by population ageing from a tourism marketing perspective, by combining a demand-side and a supply-side approach to older tourists. The book is divided into three parts, the first...