- 32 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
Dashboard for Consumer Generated Media
About this book
Seminar paper from the year 2009 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, University of Cologne, course: Marketing Seminar – Word-of-Mouth, language: English, abstract: In times of web 2.0 consumer generated content tends to have an even stronger influence on potential customers than marketing activities from the business side. The electronic world vastly accelerated the proliferation of information. Especially younger people often collect independent information about a product online, before actually puchasing it. Classic advertisement is predominantly considered to be biased. Due to this potential of autonomous information, it is crucial for companies to find effective ways to track, measure and interpret electronic Word-of-Mouth (e-WOM).
This paper presents ways to measure web based contents quantitatively and introduces appropriate indicators to provide the company with a full-spectrum-view of the consumer generated media. Moreover the interrelation between e-WOM and sales is shown. As a conclusion, suitable metrics are adapted to a practically usable dashboard for the management.
Table of contents
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Yes, you can access Dashboard for Consumer Generated Media by Christian Hackel in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over 1.5 million books available in our catalogue for you to explore.