Abstract
The development of social media has changed consumer behavior. In particular, it has transformed the way individuals interact, the way they search for information, and consequently how these processes influence their purchase intention. Apart from organizations’ ability to communicate to the public at low costs, consumers have the possibility to communicate their thoughts, experiences and opinions to a global audience accessible through social media.
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© 2016 Springer Fachmedien Wiesbaden
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Nee, I. (2016). Relevance of managing online customer reviews. In: Managing Negative Word-of-Mouth on Social Media Platforms. Innovatives Markenmanagement. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-13998-8_1
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DOI: https://doi.org/10.1007/978-3-658-13998-8_1
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Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-13997-1
Online ISBN: 978-3-658-13998-8
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