Dashboard for Consumer Generated Media

Business & Finance, Marketing & Sales
Cover of the book Dashboard for Consumer Generated Media by Christian Hackel, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Christian Hackel ISBN: 9783640322923
Publisher: GRIN Publishing Publication: April 28, 2009
Imprint: GRIN Publishing Language: English
Author: Christian Hackel
ISBN: 9783640322923
Publisher: GRIN Publishing
Publication: April 28, 2009
Imprint: GRIN Publishing
Language: English

Seminar paper from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, 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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Seminar paper from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, 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.

More books from GRIN Publishing

Cover of the book An Ethical Debate on Embryonic Stem Cell Research: Human Dignity or Research Freedom? by Christian Hackel
Cover of the book Business Ethics - Is a more social economy possible? by Christian Hackel
Cover of the book The demographic developments in Germany and their effects on consumer behaviour by Christian Hackel
Cover of the book Narrative Strategies in Clarice Lispector's 'Family Ties' in Portraying the Characters by Christian Hackel
Cover of the book Univariate and Multivariate Methods for the Analysis of Repeated Measures Data by Christian Hackel
Cover of the book Do international trade relations between the third world and the first world represent neo-colonial tendencies by Christian Hackel
Cover of the book Sovereign debt default and financial crisis in Argentina 2001 by Christian Hackel
Cover of the book How and why have the EU's external policies changed toward developing countries ? by Christian Hackel
Cover of the book Globalisation, culture and work by Christian Hackel
Cover of the book The Origins of Euphemisms and Swear Words in the English Language by Christian Hackel
Cover of the book Analysis of James Joyce's short story 'Eveline' by Christian Hackel
Cover of the book Wirtschaftliche Betätigung der Gemeinde by Christian Hackel
Cover of the book Will Fish Ever Fly? A Paper Discussing Racial Issues in Richard Powers' The Time of Our Singing by Christian Hackel
Cover of the book The Research of Bilingual Aphasia and Its Contribution to the Study of Multiple Languages in One Brain by Christian Hackel
Cover of the book Masquerades in Henry James's 'The Wings of the Dove' by Christian Hackel
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy