Articles

How to manage electronic word of mouth to boost sales - ©Fotolia - mrswilkins

In our connected world, hardly any consumer would imagine making a purchase, online or even offline, without first checking peer reviews. The effect of such electronic word of mouth (eWOM) on sales has long been proven. A new academic article examines the precise ways platform and product characteristics shape the effects of eWOM, providing crucial insights for companies on how to manage it (...)

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Xitong Li crafted a study with a clear purpose: to find out if deal promotions like those offered (...)

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Kristine De Valck and her co-authors analyze an electronic marketing campaign designed to promote a (...)

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To help consumers navigate the unlimited choice of online retail, websites increasingly provide (...)

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Key Ideas • Spending on online advertising cannot be optimized in the same way as with traditional (...)

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Key Ideas • Spending on online advertising cannot be optimized in the same way as with traditional (...)

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