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Measuring Electronic Word-of-Mouth Effectiveness : Developing and Applying the eWOM Trust Scale

Weitzl, Wolfgang - 2017

Wolfgang Weitzl introduces a novel perspective for measuring consumer trust in eWOM by applying a rigid scale development process. In doing so, the research aims to set new methodical standards for developing reliable, valid and practicable research instruments. Most importantly, however, the...

Persistent link: https://www.econbiz.de/10012396188

Electronic Word of Mouth (eWOM) in the Marketing Context : A State of the Art Analysis and Future Directions

Ismagilova, Elvira - 2017

This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overview of traditional word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional and online WOM. The...

Persistent link: https://www.econbiz.de/10012396577

Managing Negative Word-of-Mouth on Social Media Platforms : The Effect of Hotel Management Responses on Observers’ Purchase Intention

Nee, Ines - 2016

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...

Persistent link: https://www.econbiz.de/10012397865

Online-Kommunikationsverhalten von Multiplikatoren : Persönlichkeitsspezifische Analyse und Steigerung des Innovationsinput über User Generated Content

Möller, Michael - 2011

Die Mundwerbung stellt einen maßgeblichen Treiber des Diffusionserfolges von Produkten dar. Michael Möller untersucht persönlichkeitsspezifisch die Abgabe von Online-Kundenartikulationen und damit den Zusammenhang zwischen Persönlichkeitsstruktur und dessen Einfluss auf die...

Persistent link: https://www.econbiz.de/10014015512

The Seven Principles of WOM and Buzz Marketing : Crossing the Tipping Point

Mourdoukoutas, Panos - 2009

Why are word-of-mouth campaigns effective for some products, while failing for others? Which group of consumers should be the target of viral marketing efforts, and how can you turn word of mouth into buzz? Panos Mourdoukoutas and George J Siomkos provide the answers!The transformation of a...

Persistent link: https://www.econbiz.de/10013522765

Ripple Effect : How Empowered Involvement Drives Word of Mouth

Oetting, Martin - 2009

Everyone in marketing is talking about word of mouth (WOM). At a time when traditional advertising is struggling, conversations between consumers - the most trusted source of product information - have taken on an entirely new dimension on the Internet. While considerable research on the effects...

Persistent link: https://www.econbiz.de/10013522851

Macht und Mikropolitik in multilingualen Teams : Sprachkompetenz als Machtquelle in multinationalen Unternehmen

Gläsener, Katharina - 2019

Katharina Gläsener betrachtet in diesem Buch Sprache als eigenständige Diversitätsdimension und präsentiert Macht in multilingualen Teams als dynamischen Prozess. Auf Basis von zwei qualitativen Studien wird verdeutlicht, dass sich Macht in multilingualen Teams in interessengeleiteten...

Persistent link: https://www.econbiz.de/10012401656

Language in International Business : Developing a Field

Mughan, Terry (ed.); Brannen, Mary Yoko (ed.) - 2017

Tracing the treatment of language in international business as represented in the Journal of International Business … Studies, this seminal collection critically explores the conceptualizations of language that have been adopted or ignored by … interdisciplinary perspectives are needed to explain the complexity of the interplay between multiple facets of language and how they …

Persistent link: https://www.econbiz.de/10012396292

Managing Expatriates in China : A Language and Identity Perspective

Zhang, Ling Eleanor; Harzing, Anne-Wil; Fan, Shea Xuejiao - 2018

managing expatriates in the changing host country of China, this book investigates expatriate management from a language and …, this book explores topics that include the importance of the host country language, expatriate adjustment, ethnic identity … confirmation, acceptance and identity. The book presents a longitudinal yet contemporary snapshot of the language, culture, and …

Persistent link: https://www.econbiz.de/10012397763

Enacting Dismal Science : New Perspectives on the Performativity of Economics

Boldyrev, Ivan A. (ed.); Svetlova, Ekaterina (ed.) - 2016

In this book, sociologists, philosophers, and economists investigate the conceptual issues around the performativity of economics over a variety of disciplinary contexts and provide new case studies illuminating this phenomenon. In featuring the latest contributions to the performativity debate...

Persistent link: https://www.econbiz.de/10012398043