Consumer created reviews and ratings : the importance of word of mouth in information search
Year: 2014
Type: dissertation
Study design: Observational Study
Abstract: This study explored the creation, dissemination and exchange of electronic word of mouth, in the form of product reviews and ratings of digital technology products. Based on 43 in-depth interviews and 500 responses to an online survey, it reveals a new communication model describing consumers' info-active and info-passive information search styles. The study delivers an in-depth understanding of consumers' attitudes towards current advertising tools and user-generated content, and points to new marketing techniques emerging in the online environment.
Author: Barbara Gligorijevic
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
Funder: Australian Government
OpenAlex ID: W2671936576