The Impact of Electronic Word-of-Mouth on Consumers and Firms

Beschreibung

Simon Monske investigates the influence of electronic word-of-mouth (eWOM) on consumers’ information search strategies as well as how firms can measure and strategically utilize eWOM. Based on pre-studies and an eye-tracking online experiment, the author empirically shows that consumers focus on product reviews in the beginning of information search and target product specifications before purchase decision. Moreover, Simon Monske evaluates a comprehensive firm survey and demonstrates that German firms would derive a competitive advantage by pro-foundly analyzing eWOM data but lack organizational processes to strategically utilize the gained insights.

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Simon Monske

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Electronic Word-Of-Mouth Product Reviews Information Search Customer Journey Social Media Monitoring Eye-Tracking Cluster Analysis Produktrezensionen Informationssuche Kaufentscheidung Clusteranalyse

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