Il potere del passaparola elettronico

Name: Il potere del passaparola elettronico
Brand: Edizioni Sapienza
SKU: 9786208185404
Price: 7426.0 INR
Availability: InStock

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ISBN13: 9786208185404
Binding: Paperback
Subject: N/A
Publisher: Edizioni Sapienza
Publisher Imprint: Edizioni Sapienza
Publication Date: October 15, 2024
Pages: 112
Original Price: GBP 67.0
Language: Italian
Edition: N/A
Item Weight: 177 grams
BISAC Subject(s): Marketing / General

About The Book

La crescente popolarità del commercio elettronico e la crescita di Internet hanno rivoluzionato lo scambio di esperienze tra consumatori, che non è più limitato all'ambiente personale, ma ha raggiunto una nuova dimensione. Il passaparola elettronico (e-WOM) si è affermato come una delle fonti di informazione più influenti per le decisioni di acquisto, poiché le opinioni di altri consumatori sono percepite come una fonte più affidabile rispetto alle costose campagne pubblicitarie, rendendo l'e-WOM un canale di marketing dominato dai consumatori. Tuttavia, una sfida è rappresentata dal fatto che non tutte le recensioni online hanno la stessa influenza sul comportamento d'acquisto dei consumatori, che quindi basano il loro processo decisionale su diverse caratteristiche delle recensioni online. A causa delle precedenti lacune nella ricerca sull'identificazione delle caratteristiche rilevanti delle recensioni online, l'obiettivo di questa tesi è stato quello di esplorare questo argomento in relazione all'elaborazione delle informazioni e al processo decisionale di acquisto.

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