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Dashboard for Consumer Generated Media

Name: Dashboard for Consumer Generated Media
Brand: Grin Publishing
SKU: 01620468
Price: 14.89 EUR
Availability: InStock
Author: Christian Hackel
ISBN: 9783640321001

Christian Hackel

Language

English

Book Paperback

Libristo code: 01620468

Publishers Grin Publishing, May 2009

Seminar paper from the year 2009 in the subject Business economics - Marketing, Corporate Communicat... Full description

Libristo code: 01620468

36 b

14.89 € VAT included

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Seminar paper from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, printed single-sided, 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.