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Informationssuche und Online Word-of-Mouth

Informationssuche und Online Word-of-Mouth

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658013738
Condition
New
Product Description

Neben der klassischen mndlichen Kommunikation hat sich Online Word-of-Mouth als ffentlicher produktbezogener Austausch von Konsumenten ber das Internet etabliert. Diese Kommunikation wurde im Marketing primr bezogen auf Marken-Communities untersucht. Jonas Reichelt untersucht, welche weiteren Grnde neben dem Community-Bezug Konsumenten motivieren, sich in Online Word-of-Mouth zu informieren. Einflussfaktoren von Seiten des Produkts und der Person werden ebenso bercksichtigt wie die wahrgenommene Glaubwrdigkeit der Online-Beitrge. Das theoretisch entwickelte Modell wird anhand einer Befragung zu Diskussionsforen mit dem Thema Automobil geprft.

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