Dr. Sabrina Helm beschreibt in Ihrem Beitrag die Strategie der Mund-zu-Mund-Propaganda, des sog. Viral Marketing. Diese neuartige Form der Kundenempfehlungen im Internet ermöglicht dem Anbieter die Teilnahme und Beobachtung dieser Dialoge und führt daher zu einer enorm wichtigen Gewinnung von...

Corporate reputation is critical for cultivating stakeholder relationships and, specifically, for regaining public trust. Corporate reputation results from the firm's interactions with stakeholders, emphasizing the important role employees play in reputation management. However, employees are...

Purpose: The purpose of this study is to examine young consumers’ financial behavior (e.g. saving) and pro-environmental behavior (i.e. reduced consumption and green buying) as effective proactive strategies undertaken in the present to satisfy materialistic values and maximize well-being....

Acknowledging the impact on their sales, companies strive to increase the number of positive online reviews of their products. A recently popular practice for stimulating online reviews is offering monetary rewards to customers in return for writing an online review. However, it is unclear...