The Valence of Online WOM on Product Performance
Language: English
Published by LAP LAMBERT Academic Publishing Jul 2013, 2013
- Softcover
- New
Seller: BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, GermanyBuchWeltWeit Ludwig Meier e.K.
AbeBooks seller since January 11, 2012
Condition: New
£ 53.97
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Add to basketItem description from seller
This item is printed on demand - it takes 3-4 days longer - Neuware -A growing reliance on the Internet as an information source when making choices about buying certain products raises the need for more research into electronic word of mouth. This study aims to contribute to the current scientific knowledge on how the valence of online reviews affects product performance. Using applications from the AppStore, we conduct an independent groups experiment to assess the mean changes in people's evaluation of these apps as a result of online word-of-mouth. Furthermore, we add three moderating variables to analyze this relationship. The findings show that negative (positive) reviews have negative (positive) effects on app performance, and that the absolute size of the effect is larger when subjects are exposed to negative reviews (negativity effect). This study delivers contributions to both marketing research and marketing practice in that the results add to the current understanding of online WOM effects by showing in what way user reviews affect consumer behavior. Furthermore, a cross-sectional study has been conducted in the same category in the AppStore. The findings confirm the results from the experimental study. 144 pp. Englisch.…
Seller Inventory # 9783659425295
- Title
- The Valence of Online WOM on Product Performance
- Author
- Micky Chen
- Publisher
- LAP LAMBERT Academic Publishing Jul 2013
- Publication year
- 2013
- Condition
- Neu
- Binding
- Taschenbuch
- Language
- English
- ISBN 10
- 365942529X
- ISBN 13
- 9783659425295
- Item weight
- 233 grams
- Dimensions
- 220x150x9 mm
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About the Author
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BuchWeltWeit Ludwig Meier e.K.
Bergisch Gladbach, Germany
AbeBooks seller since January 11, 2012
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