Not All Created Equal?
Drs. Lotte Willemsen, prof. dr. Fred Bronner & prof. dr. Peter Neijens (2010)
The aim of the present study was to gain a better understanding of the content characteristics that make online consumer reviews a useful source of information. To this end, we content analyzed reviews of experience and search products posted on Amazon.com (N = 400).
Lees verderIntroducing COBRAs
Drs. Daan Muntinga, dr. Marjolein Moorman & prof. dr. Edith Smit (2009)
Propelled by highly interactive technologies, internet users are increasingly becoming active consumers, contributors and producers of content on brands. Consumer’s Online Brand-Related Activities (“COBRAs”) have significant consequences for firms and brands.
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