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Einfluss bezahlter Online-Reviews auf Kundenkaufprozesse

Einfluss bezahlter Online-Reviews auf Kundenkaufprozesse

          
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About the Book

Bachelorarbeit aus dem Jahr 2018 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Katholische Universität Eichstätt-Ingolstadt, Sprache: Deutsch, Abstract: Die Arbeit beschäftigt sich mit dem Einfluss bezahlter Online-Reviews auf Kundenkaufprozesse. Es dargestellt, wie sich Online-Reviews von "normalen" Reviews unterscheiden. Da es viele unterschiedliche Ausprägungen von bezahlten Online-Reviews gibt, wird auf diese explizit eingegangen. Dabei wird ausfindig gemacht, wie effektiv diese im Einzelnen sind, oder ob diese sich möglicherweise eher negativ auswirken. Auch ob es den Internetnutzern immer bewusst ist, von wem welche Reviews stammen, nimmt diese Arbeit in den Blick. Durch das Internet haben sich viele Aspekte des Kundenkaufprozesses verändert. In den meisten Fällen muss nicht mehr ein Fachgeschäft aufgesucht werden, sondern jedes Individuum, welches über einen Internetanschluss verfügt, kann bequem von Zuhause aus Einkäufe erledigen. Ein wichtiger Aspekt während des Kaufentscheidungsprozesses ist die umfassende Informationssuche nach den Eigenschaften des Produktes, um am Ende des Tages auch die richtige Wahl zu treffen. Eine wichtige, in vielen Fällen die entscheidende Quelle bei der Informationssuche stellen Produktbewertungen dar. Diese sollen eine möglichst authentische und ehrliche Wiedergabe der Meinung und Erfahrung von Kunden darstellen. Doch ist das immer der Fall? Können sich potentielle Kunden auf Produktbewertungen immer verlassen? Mittlerweile existieren im Netz längst nicht nur Bewertungen, welche von Kunden uneigennützig verfasst worden sind. Es sind auch viele bezahlte Bewertungen im Netz zu finden. Diese können etwa durch Affiliates oder von Influencern verfasst werden. Auch Blogger oder Produkttester können von Unternehmen gesponsert werden, damit diese Produktbewertungen verfassen. Ebenso sind auch sogenannte "Fake Reviews" im Netz existent, welche meist von professionellen Agenturen verfasst werden.


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Product Details
  • ISBN-13: 9783346052971
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 60
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3346052974
  • Publisher Date: 31 Oct 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 91 gr


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