Essays about: "anonymous eWOM"

Found 2 essays containing the words anonymous eWOM.

  1. 1. The Anonymous Friend: Effects of eWOM Sources' Personal Identifying Information

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Carl Saidac; Magnus Wahlström; [2014]
    Keywords : eWOM; Online Reviews; Personal Identifying Information PII ; Source Disclosure; Video eWOM;

    Abstract : Thanks to technology development, the concept of word-of-mouth has been given a new meaning. Electronic word-of-mouth allows a single message from an unknown sender to be seen and interpreted by millions of people on the Internet. READ MORE

  3. 2. Electronic word-of-mouth (eWOM) : The relationship between anonymous and semi-anonymous eWOM and consumer attitudes

    University essay from IHH, Marketing and Logistics

    Author : Katharina Muenz; Vilma Sergiunaite; [2012]
    Keywords : eWOM; online reviews; consumer behavior; anonymous eWOM; semi-anonymous eWOM;

    Abstract : Abstract Introduction Word-of-mouth (WOM) is based on personal recommendations where the sender is known by the consumer, thus, the persuasive nature of WOM is attributed to trust between the sender and the receiver of a message. Electronic word-of-mouth (eWOM) however, eliminates the consumer’s ability to judge the credibility of sender and message. READ MORE