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Competing for Customers in a Social Network
Dubey, Pradeep K. - 2006
There are many situations in which a customer's proclivity to buy the product of any firm depends not only on the classical attributes oft he product such as its price and quality, but also on who else is buying the same product. We model these situations as games in which firms compete for...
Persistent link: https://www.econbiz.de/10012779129
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Social Learning from Online Reviews with Product Choice
Vaccari, Stefano - 2020
Product choice when consumers engage in social learning has significant implications on learning outcomes and on the information accumulation rate. In many practical settings, consumers can choose which product to buy, if any, among several possible alternatives. The quality of these products...
Persistent link: https://www.econbiz.de/10012853112
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Revolution 4.0 and its implications for consumer behaviour
Giza, Wojciech; Wilk, Barbara - In: Entrepreneurial business and economics review : EBER 9 (2021) 4, pp. 195-206
Objective: The authors attempted to analyze how the achievements of Revolution 4.0 enable the modification of consumers' decision-making process by means of profiling algorithms. The authors indicate their potential impact, manifested, for example, in micro-targeting, price discrimination and...
Persistent link: https://www.econbiz.de/10012800394
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Online Word of Mouth and its Implications for Trademark Law
Goldman, Eric - 2014
This Chapter discusses the emergence of online word of mouth, the process by which consumers disseminate their views about marketplace goods and services. Due to online word of mouth, consumers have an unprecedented ability to influence the brand perceptions of other consumers. Unfortunately,...
Persistent link: https://www.econbiz.de/10012751780
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Social Media im Recruiting
Schwarz, Annika; Botzenhardt, Florian; Pätzmann, Jens U. - In: Markenbrand (2012) 1/2012, pp. 6-12
Die Autoren untersuchen im vorliegenden Artikel den Einfluss der zunehmenden Nutzung von Social Media auf das Personalmanagement. Dabei liegt der Fokus vor allem auf dem Bereich Employer Branding, weil die Veränderungen des Medienkonsums und Kommunikationsverhalten, die durch die Nutzung von...
Persistent link: https://www.econbiz.de/10010420382
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Brand Management in a Digital World: An examination of Hugo Boss's efforts in social media
Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens U. - In: Markenbrand (2012) 1/2012, pp. 13-23
The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...
Persistent link: https://www.econbiz.de/10010420967
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Susceptibility and influence in social media word-of-mouth
Claussen, Jörg; Engelstätter, Benjamin; Ward, Michael R. - 2014
Peer influence through word-of-mouth (WOM) plays an important role in many information systems but identification of causal effects is challenging. We identify causal WOM effects in the empirical setting of game adoption in a social network for gamers by exploiting differences in individuals’...
Persistent link: https://www.econbiz.de/10010467832
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Brand management in a digital world : an examination of Hugo Boss's efforts in social media
Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2012) 1, pp. 13-23
The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...
Persistent link: https://www.econbiz.de/10010424087
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We-Commerce : Evidence on a New Virtual Commerce Platform
Klein, Andreas - 2011
The proliferation of the Internet and the latest mobile communication technologies have given rise to new forms of communication that made it easier for sellers as well as consumers to communicate and conduct business in real time and in virtual space with manufacturers, retailers or among each...
Persistent link: https://www.econbiz.de/10013123242
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An Empirical Study of Word-of-Mouth Generation and Consumption
Yang, Sha - 2012
. Prior work in marketing has mainly focused on the aggregate impact of WOM on product sales as well as the generation of WOM … purchase decisions, we build a discrete-choice model to study consumer WOM generation and WOM consumption decisions … the key drivers of WOM generation/consumption and the synergy effect between the two WOM-related activities. We apply the …
Persistent link: https://www.econbiz.de/10013100470