Consumer-generated versus marketer-generated websites in consumer decision making

Internet users are encouraged to rate and review all kinds of services and products. These kinds of reviews are described as eWOM (electronic word-of-mouth).

Consumer-generated versus marketer-generated websites in consumer decision making

Fred Bronner

University of Amsterdam

Robert de Hoog

University of Twente

Introduction: from WOM to eWOM, from opinion leaders to e-fluentials

The hypothesis that ideas flow...

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