Digitales Empfehlungsmarketing (English, Bettina Lis | Simon Korchmar)
by Bettina Lis | Simon Korchmar
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Book Details
Publisher
Springer Gabler
Language
English
ISBN-13
9783658010072
ISBN-10
365801007X
Author
Bettina Lis | Simon Korchmar
About the Book
Das Empfehlungsmarketing durch Bekannte erfährt in der Wissenschaft wie in der Praxis seit Jahren gro e Aufmerksamkeit. Ein relativ junger Forschungsbereich stellt in diesem Zusammenhang das Electronic Word-of-Mouth (EWOM) dar, wie sich die elektronische Form des Word-of-Mouth benennen lässt. Vergangene Studien konnten zeigen, dass die Glaubwürdigkeit bei der Adaption von EWOM einen gewichtigen Faktor darstellt. Bei Informationen im Web ist diese…
ISBN: 9783658010072
ISBN-13: 9783658010072
ISBN-10: 365801007X
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Product ID: isbn-9783658010072
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