Essays about: "semi-anonymous eWOM"

Found 1 essay containing the words semi-anonymous eWOM.

  1. 1. 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