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

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 pro...

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Verfasser: Monske, Simon
Weitere Beteiligte: Wiesel, Thorsten (Gutachter)
Dokumenttypen:Dissertation/Habilitation
Medientypen:Text
Erscheinungsdatum:2018
Publikation in MIAMI:27.08.2018
Datum der letzten Änderung:08.11.2022
Reihe:Wissenschaftliche Schriften der Universität Münster / Reihe IV, Bd. 14
Verlag/Hrsg.: readbox unipress in der readbox publishing GmbH
Angaben zur Ausgabe:[Electronic ed.]
Schlagwörter:Electronic Word-Of-Mouth; Product Reviews; Information Search; Customer Journey; Social Media Monitoring; Eye-Tracking; Cluster Analysis Electronic Word-Of-Mouth; Produktrezensionen; Informationssuche; Kaufentscheidung; Social Media Monitoring; Eye-Tracking; Clusteranalyse
Fachgebiet (DDC):300: Sozialwissenschaften, Soziologie, Anthropologie
330: Wirtschaft
Lizenz:CC BY-SA 4.0
Sprache:English
Hochschulschriftenvermerk:Münster (Westfalen), Univ., Diss., 2017
Version in anderer physikalischen Form:Erstveröffentlichung: The Impact of Electronic Word-of-Mouth on Consumers and Firms / Simon Monske. – Münster : Readbox Unipress, 2018. – VI, 278 S. (Wissenschaftliche Schriften der WWU Münster : Reihe IV; Bd. 14), ISBN 978-3-8405-0178-4, Preis: 24,20 EUR
Nachdruck im Buchhandel erhältlich: The Impact of Electronic Word-of-Mouth on Consumers and Firms / Simon Monske. – Hildesheim : Georg Olms Verlag, 2022. – VI, 278 S. (Wissenschaftliche Schriften der WWU Münster : Reihe IV; Bd. 14), ISBN 978-3-487-16304-8, Preis: 38,00 EUR
Format:PDF-Dokument
ISBN:978-3-8405-0178-4
URN:urn:nbn:de:hbz:6-19149601146
Weitere Identifikatoren:DOI: 10.17879/42029570442
Permalink:https://nbn-resolving.de/urn:nbn:de:hbz:6-19149601146
Onlinezugriff:diss_monske_buchblock.pdf
Inhaltsverzeichnis:
  • Table of Contents ..... I
  • List of Figures ..... V
  • List of Tables ..... VII
  • List of Abbreviations ..... IX
  • List of Appendices ..... XI
  • 1 Introduction to Electronic Word-of-Mouth ..... 1
  • 1.1. Relevance ..... 1
  • 1.2. Overall Research Gaps ..... 3
  • 1.3. Aims and Structure of the Dissertation ..... 7
  • 2 Literature Review of Electronic Word-of-Mouth ..... 15
  • 2.1. Theoretical Foundations and Definitions of eWOM and Social Media ..... 15
  • 2.2. Antecedents of eWOM ..... 18
  • 2.2.1. eWOM Senders ..... 18
  • 2.2.2. eWOM Receivers ..... 20
  • 2.3. eWOM Characteristics ..... 22
  • 2.3.1. Volume ..... 23
  • 2.3.2. Valence ..... 24
  • 2.3.3. Variance ..... 30
  • 2.3.4. Helpfulness ..... 31
  • 2.4. eWOM Communication Platforms ..... 32
  • 2.4.1. Review Platforms ..... 35
  • 2.4.2. Social Media Sites ..... 35
  • 2.4.3. e-Commerce Platforms ..... 39
  • 2.5. Product Type Moderators ..... 39
  • 2.6. eWOM Measurement ..... 41
  • 2.6.1. Definitions of eWOM Measurement ..... 43
  • 2.6.2. eWOM Measurement Criteria ..... 44
  • 2.7. eWOM Management ..... 47
  • 2.8. Impact of eWOM on Consumers ..... 49
  • 2.8.1. Consumer Decision-Making Process ..... 50
  • 2.8.2. Hierarchical Sets of Product Alternatives ..... 53
  • 2.8.3. Critical Reflection on the Consumer Decision-Making Process ..... 54
  • 2.8.4. Impact of eWOM on the Consumer Decision-Making Process ..... 56
  • 2.9. Impact of eWOM on Firms ..... 57
  • 2.10. Identified Research Gaps ..... 59
  • 2.10.1. Consuming eWOM ..... 59
  • 2.10.2. Measuring eWOM ..... 63
  • 2.10.3. Managing eWOM ..... 66
  • 3 Study 1: Segmenting Consumer’s Decision-Making Strategies Based on eWOM and Product Information ..... 69
  • 3.1. Introduction ..... 69
  • 3.2. Theoretical background ..... 73
  • 3.3. Study Design ..... 82
  • 3.3.1. Experiment Setup ..... 85
  • 3.3.2. Data ..... 93
  • 3.3.3. Methodology ..... 105
  • 3.4. Results ..... 107
  • 3.5. Discussion and Managerial Implications ..... 116
  • 4 Study 2: Development of an Electronic Word-of-Mouth Measurement Tool ..... 121
  • 4.1. Introduction ..... 121
  • 4.2. Theoretical Background ..... 125
  • 4.3. Measurement Development ..... 126
  • 4.3.1. Search and Collect ..... 128
  • 4.3.2. Process and Analyze ..... 129
  • 4.3.3. Calculate Digital Sentiment Index ..... 133
  • 4.4. Impact Areas ..... 135
  • 4.5. Discussion and Managerial Implications ..... 139
  • 5 Study 3: Social Media Intelligence – Implications for Firms in Managing Electronic Word-of-Mouth ..... 141
  • 5.1. Introduction ..... 141
  • 5.2. Theoretical background ..... 145
  • 5.3. Study Design ..... 155
  • 5.3.1. Data ..... 156
  • 5.3.2. Methodology ..... 170
  • 5.4. Results ..... 171
  • 5.5. Discussion and Managerial Implications ..... 178
  • 6 General Discussion ..... 183
  • 6.1. Contributions and Links Between Chapters ..... 184
  • 6.2. Summary of Dissertation Projects ..... 187
  • 6.2.1. Segmenting Consumer’s Decision-Making Strategies Based on eWOM and Product Information ..... 187
  • 6.2.2. Development of an Electronic Word-of-Mouth Measurement Tool ..... 188
  • 6.2.3. Social Media Intelligence – Implications for Firms in Managing Electronic Word-of-Mouth ..... 188
  • 6.3. Summary of Research Gaps, Major Results, and Managerial Implications ..... 189
  • 6.4. Outlook to the Future ..... 193
  • 7 Appendix ..... 195
  • 8 References ..... 249.

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