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The creation of online consumer communities to provide product reviews and advice has been touted as an important, albeit somewhat expensive component of Internet retail strategies. In this paper, we characterize reviewer behavior at two popular Internet sites and examine the effect of consumer...
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Chat rooms, recommendation sites, and customer review sections allow consumers to overcome geographic boundaries and to communicate based on mutual interests. However, marketers also have incentives to supply promotional chat or reviews in order to influence the consumers' evaluation of their...
Persistent link: https://www.econbiz.de/10008789826
Traditional word of mouth, which was for many years used as effective advertising that didn't require major investments in mass media, has become a new marketing opportunity with the advent of new technologies and the Internet. Thus, a new marketing strategy called viral marketing has emerged...
Persistent link: https://www.econbiz.de/10011099290
Traditional word of mouth, which was for many years used as effective advertising that didn't require major investments in mass media, has become a new marketing opportunity with the advent of new technologies and the Internet. Thus, a new marketing strategy called viral marketing has emerged...
Persistent link: https://www.econbiz.de/10010891971
In the past few years, online social networks have rapidly acquired a notable importance both for companies and for consumers all over the world. The purpose of this paper is to shed light upon the Romanian consumers’ view regarding online social networks by bringing a new perspective upon the...
Persistent link: https://www.econbiz.de/10010553369
Electronic Word of Mouth (eWOM) is information shared on the Internet about a product, which allows people to receive … information from others they may not otherwise encounter. Online product reviews are a type of eWOM where a user posts a comment …
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